Is the press release dead?

Press releases have been around since 1906. With the popularity of digital media, have they outlived their usefulness? Successful marketers still use press releases. They’re just written and used differently than they were even a few decades ago. Here are some things to consider. 

You can still mass distribute press releases, but there’s a catch

Wire services have a global reach. Just keep in mind that the media receive as many as 10-50 releases from wire services every single day. Unless you have a cash cow brand, there are no guarantees that your preferred media outlets will run your story, much less expand on it by requesting an interview or more information. Use wire services to support, not instead of, other forms of media outreach.

The best press releases must make reporters’ lives easier 

Be sensitive to the media’s time. Your release should clearly demonstrate how to tell your story, and convince reporters why it matters. Reporters and producers welcome releases that appear to be written specifically for their format and audience. 

Media Relations Agency uses Media Grade Content™ to provide the media with releases that tell a complete, turnkey story without being overly promotional. Our content is fresh, informative and pertinent to targeted audiences. Reporters like working with us because we do much of the information-gathering groundwork for them.  

Write like a journalist  

Know your audience. The Bureau of Labor Statistics reports that more than half of America’s 39,000 news analysts, reporters and journalists work at traditional media channels: radio, TV, newspapers, magazines, etc. 

These professionals are likely to be well-schooled in journalism. They will be looking for credibility and relevance. They also want substantive information. They don’t want to see safe, meaningless quotes. They most likely follow AP Style. 

Media Relations Agency’s press release style is based on our agency’s 30+ years of arranging media coverage for our clients. We use the media’s preferred AP style as our guide. This journalistic lens improves the impact and credibility of our releases. Even if they don’t have time or space to run a more indepth story, many editors will run our releases “as is” because of the caliber of our storytelling. 

Put your press releases to work in other places  

Your owned media should sound as objective and fact-based as possible. Your releases will help to accomplish this. 

Once your release has generated the anticipated amount of media coverage, put it to work by posting it to your website then linking to it from your social channels and newsletter. By adding fresh content, posting your press release to your owned channels can help improve page ranking, increase traffic and create shareable content.  

Media Relations Agency offers a complimentary press release review. Call us at 952-697-5269 or use this form to learn how to get our feedback on your current release. 

 

For more great marketing advice, check out The CEO’s Guide to Marketing!

Written by Robin Miller

Robin will coordinate the writing for your newsletters, social media posts, website, blogs, newsletters and press releases. “I like interviewing clients and spokespeople, hearing their stories, getting to know their personalities and listening to how they phrase their thoughts,” she says. “It’s fun to transform what I’ve learned from those conversations into media-grade content.” Robin enjoys shaping content to ensure that the message will be clearly received. “When someone understands the relevance of what they’re writing and can position it properly for their audience, their work tends to be more convincing and on point. I’m fortunate to have a very diverse background, which gives me a good perspective whenever we bring on a new client.” An IABC- and Mercury-award winner, Robin says her practical experience in the health sciences has proven particularly beneficial as she interprets clients’ scientific information for mainstream media. “But it’s no longer sufficient to write well,” she cautions. “As marketers, we must now comply with the intricacies of digital marketing. That involves a whole set of rules, which are constantly evolving.”

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