Online, where information is plentiful and attention spans are short, capturing the interest of potential customers can feel like a hefty task. Press releases are essential tools in modern marketing, acting as announcements that convey vital information to the media and public. 

Understanding the importance of press releases in digital marketing allows businesses to create gripping stories that resonate with their online audience, driving traffic and brand awareness and, ultimately, fuelling online growth.

We’ll take a deeper dive into the purpose of a press release and its benefits to digital marketing efforts. 

What is a press release?

A press release is an official announcement made by a business to spread newsworthy information focusing on their latest developments to the media and other interested outlets. It’s a strategic communication tool that allows businesses to share significant updates, such as product launches, company milestones, and other newsworthy matters.

Press releases are made with a specific audience in mind (or at least they should be!) and are distributed across various channels depending on the strategic goal. 

Reasons for using press releases

Press releases are essential tools for businesses for many reasons:

  • Research findings: Companies share research findings or market analyses through press releases, cementing themselves as experts in their field.
  • Product announcements: Companies use press releases to announce new products or services, generating excitement and interest among their audience.
  • Company updates: Traditionally, press releases can also help to keep stakeholders up-to-date on important company news, such as changes in leadership, partnerships, or financial updates.
  • Even promotions: They can also help to promote events, whether they’re hosted, sponsored, or attended by the company, helping to increase awareness.
  • Awards announcements: Press releases can highlight any awards or recognition received by the company, helping to boost its credibility and reputation. 

All in all, press releases provide a cost-effective way for companies to communicate their message and achieve marketing goals.

What makes a good press release? 

A well-crafted press release is made up of several vital parts that will determine just how effective it is: 

  • Subject line: The subject line should be concise and attention-grabbing, drawing in journalists to want to read on and spread the news.
  • Newsworthy content: The content should be genuinely newsworthy, offering valuable information or insights that are relevant and timely.
  • Clear and concise: A well-organised structure, with a clear introduction, body paragraphs, and conclusion really helps to convey information effectively.
  • Accurate information: All information should be fact-checked and proofed to eliminate any errors – any claims or statistics need the relevant supporting evidence.
  • Quotes from representatives: Including quotes from company executives adds authenticity and humanises the message, enhancing the piece’s narrative overall.
  • Contact information: Once a journalist receives the press release, they need to know how to get in touch to request follow-up information or let you know that they’d like to use the story!

All of these elements work together to create a cohesive and promising press release. After that, it’s about holding your breath and hoping the journalists are just as keen! 

For more digital marketing insights, check out our blog. Alternatively, get in touch to see how we work magic with our press releases.