What a Press Release Can Do and What It Can’t
Like blog posts, press releases often get a bad rap. “It’s tough to get noticed,” say some. “They are a waste of money,” say others. We’re here to set the record straight. It is tough to get noticed, but press releases aren’t a waste of money.
What’s a Press Release?
First, let’s define our terms. A press release is an article sent to the media by a company or organization wanting attention for something it considers newsworthy. There are two types of press releases: online and real-world. Both have pros and cons, of course.
Real-World Press Releases
A real-world press release gets sent to actual people: reporters, news station managers and magazine editors — those with a print edition product or a television or radio show. These are the people who decide what goes into print or out on the airwaves.
Ideally in this scenario, the business owner or public relations professional develops a relationship with the people working in the media. Then, when a press release is needed, it goes directly to the right person, who may view it more favorably than a cold call letter.
Obviously, real-world press releases work best for local news, where those relationships can flourish with the personal touch. Sending a real-world press release to a national audience is difficult without a public relations firm backing it. These firms exist because they have developed nationwide relationships with members of the media.
Online Press Releases
A press release directed to the Internet is a different animal altogether. Using a paid distribution service instead of a personal relationship, these press releases can gain worldwide access overnight. Better still, these press releases often remain visible (or at least searchable) for months or years or even longer.
The disadvantage is that they are impersonal and reach sometimes dubious outlets. Without a real person championing the release, they may be picked up by media desperate for any kind of copy at all — like business journals that reach mere hundreds of people… nationwide.
The Purpose of a Press Release
A press release, however it is distributed, should trumpet actual news. It should be directed to a select audience who might be able to use that news, or at least find it interesting. Often, that means a regional audience.
For example, a promotion to president of a nonprofit would interest business and nonprofit audiences. A new product that cures prostate cancer while restoring a full head of hair, on the other hand, would be of interest to roughly 50 percent of the world’s population.
Numbers Add Up
Eventually, you will gain their attention. Eventually, you will be perceived as a reliable source. Eventually, your press releases will be published by the mainstream media. Eventually, your press releases will find their audience.
Before you blast a press release into the air, onto the page or into computers everywhere, consult a marketing or public relations professional. Make sure that the release is well written and targeted to the appropriate audience. Distribute it to the correct media. Finally, don’t expect the world to beat a path to your door.
For more advice about blog posts and press releases, contact us.
Ray Access is a content marketing firm that delivers targeted words to empower your business. Contact us about your specific project to receive a quote or discuss your needs. We write website copy, blog posts, e-newsletters and more. Everything we do is thoroughly researched, professionally edited and guaranteed original.
