A recent discussion in the Internet Marketing field has focused on the importance of Press Releases, and if they have any bearing to marketing campaigns anymore. After all, with social media, blogs, and other methods of spreading news, is a single press release a good method to share your business’ news story?
The answer is “Yes”…and “No”. If you are doing a press release just to increase search results or have another means of spreading not truly newsworthy company events, then I would say stay away from a formal press release. There are many other ways to share basic information, such as the aforementioned blogs, social media, and to often overlooked but still highly effective networking events. Using press releases for all news just creates a desensitized audience who will tune out future press releases, even those news releases that are truly worthy of press time.
However, if you truly have a newsworthy item to share about your business, then DO IT! A press release about a brand new service, a rebranding of your company, a major promotion, a merger, relocation, or something else of significance is good rule. Look at like this, if you saw your own press release through the eyes of a competitor or your target audience, would it make a change in your own business strategy or in your buying confidence? If the answer is yes, then you probably have an event worthy of a press release. If the answer is no, you should still share the information, but do it through other mediums. A blog post that is shared through social networks will often generate just as much ‘buzz’ as a press release amongst your raving fans, and will keep them highly engaged for when you do have an important press release to distribute to the local, regional, or national media.
If you do decide to do a press release, there are many ways to get your information out to the public. The best way to have press release success is to use a professional agency that has developed contacts with business or news reporters, and who has access to online distribution sites. There are also many free online press release distribution sites that will get you some exposure, and a favorite one of ours is PR.com and PRlog.org. Both of these sites have free release options, and will typically show up on Google, Bing, and other search engines.
Marketing Tip for your humpday and everyday: “Customers count. They count on you do to what you say you will do“. This comes from a favorite book of mine that was passed down to me by a former CEO I worked for. “Raving Fans” by Ken Blanchard and Sheldon Bowles is a great read and I highly recommend it. It gives a new and ‘revolutionary approach to Customer Service” and it is wrote in an easy to follow parable style. The above quote references the importance of knowing what your customers expect from you, and not just meeting it, but exceeding it and always following through with your promises of action.
Thank you for reading,