… Just remember, “What’s in it for the Audience?”
Perhaps it’s selective perception, but lately I have noticed quite a few articles on the death of the press release, which I find to be premature, wrong in fact. It reminds me of a conversation I had ten years ago, when, in talking with a recruiter, I was told that public relations (PR) is dead. That was incorrect then, and those saying the press release is now dead are equally incorrect. The press release continues to be an essential communications tool, one of many, especially in business-to-business public relations. As stated in one of my previous blog posts, it’s all about the audience, and making sure you include newsworthy content.
What is a Press Release?
Before delving into the myth that press releases are dead, a standard definition of what one is should be established. According to this article by Prowly Magazine, a press release is a “written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy.” In essence, a press release is a method of spreading news of progress and development. The ways in which this announcement is communicated vary based on preference but include mediums such as e-mail, specialized newspapers, and television to name a few. Although some of these forms of communication may seem archaic and outdated, the effectiveness of a press release is still strong.
Why Are Press Releases Still Relevant?
Although press releases may seem obsolete, they are still powerfully effective forms of communicating in public relations. This concept is concisely explained in this article by Agility PR Solutions when it states, “…despite its basic nature, press releases continue to give PR practitioners the opportunity to tell the story their way, present the facts, distribute news quickly and cost-effectively, secure media coverage and publicity, and expose the brand and message to a wider audience.” Indeed, the point of a press release is to not only gain recognition in a respective field, but also to attract potential publishers to further exposure. Press releases also act as a newsletter of sorts to show stakeholders and the wider public that a company is still or about to be prominent. Admittedly, press releases are old and rather simple in nature, but they can effectively achieve the goal of increasing exposure. When is it not crucial for a brand to gain or further their exposure? In the age of the internet and increasingly shorter attention spans, staying relevant is and continues to be a top priority. With that being said, how does one write a press release?
The Basics of an Effective Press Release
Now that the notion of press releases being dead has been put to rest, we can go into the details of what makes one good. The ways in which you write one can vary depending on your intended audience and goals. For this reason, a Google search on how to write one will bring back different results, making a general blanket statement …read more
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