I just read yet another opinion piece about the death of the press release.
Why folks are in such a hurry to kill off press releases I’ll never
understand. Perhaps they don’t know the value of the press release—they
haven’t witnessed the increase in SEO it can bring. They haven’t had the
pleasure of landing a new customer because of a press release the
customer read announcing their latest product or service. They haven’t
enjoyed the attention received from a reporter who saw the press release
and contacted them to be featured in a story that ran on the front
The press release absolutely has a place in today’s marketing world.
It’s a perfect vehicle for getting out the information reporters and
potential customers need. I work with editors who actually request
press releases from my clients. It’s a format they find useful. Let’s
face it, reporters are stretched thinner than ever and need information
such as availability dates, features, and pricing in an easy-to-use
format. Press releases provide that.
I’d argue that the value even goes beyond reaching reporters, customers,
and prospects. The act of writing a press release helps businesses hone
their messages and focus on the key elements. This helps them in
communicating with their audiences, both externally and internally. Many
times, the press release will be referred to for the messages
surrounding that particular piece of news. It has a life beyond the day
Though press releases are far from dead, it is safe to say that the
purpose of the press release has evolved. It used to be primarily for
reporters. Now, one of the biggest benefits is SEO. If you include your
key words in a press release and issue it on a wire service, it will
help your company, product, or service rank higher in search results.
[RELATED: Find out how to craft the perfect pitch at our April PR & Media Relations event in NYC.]
Now, let’s talk content marketing for a minute. Press releases are also
great content for your social media platforms, as you can issue them via
Twitter, LinkedIn, Facebook, Google+, and any others you use. It can
also be a useful tool to include in your sales kit. Last, don’t forget
to put it on your site in your “News” or “Press” area.
No, the press release isn’t dead. It’s alive and well, and companies
would benefit from crafting one whenever they have something newsworthy
Michelle Garrett is a PR consultant and writer at Garrett Public Relations. Follow her on Twitter @PRisUs or connect with her on LinkedIn.