Today’s news is evolving faster than ever, with new platforms popping up constantly, and even the method of news delivery is changing. This means your press release strategy must evolve with the times, too (if it hasn’t already).
How the News Has Changed
In the Digital Age, news consumption has changed dramatically. According to Pew Research Center, one of the most significant changes is how news is consumed. An estimated 86% of U.S. adults are reported to get news from their devices (smartphones, computers, tablets). That same study also found that audiences look to search engines, news websites, apps, social media and podcasts for news updates.
This trend extends to how different generations stay informed. We recently analyzed how different generations consume news and discussed the importance of understanding these differences when crafting marketing strategies.
Are Press Releases Still Relevant?
With all these changes, it begs the question: are press releases still relevant? The answer is yes, but their role has evolved in the digital age. While press releases might not always result in widespread media coverage as they once did, they still play a critical role in public relations, marketing and corporate communication strategies. Here’s why they remain important:
- Media Visibility: According to a recent study, an estimated 68% of journalists still use press releases as resources in their research. A well-crafted press release can lead to coverage in traditional and digital media, which boosts credibility.
- SEO Benefits: Press releases published online with optimized keywords can significantly improve a firm’s search engine visibility, driving website traffic and enhancing your online presence.
- Brand Awareness: Press releases can shape the narrative around a firm’s brand, announcements or milestones and reach diverse audiences.
- Content for Multiple Channels: Today, press releases often serve as content hubs, offering much more information about your firm beyond the announcement itself. Releases can be repurposed for blogs, social media, email campaigns or newsletters.
- Direct Access to Audiences: Companies can bypass media gatekeepers and distribute press releases directly to their target audiences, particularly on social media or email.
Strategies for Digital Success
There is no one-size-fits-all approach to creative writing, but with press releases, there are essential elements to achieving digital success. Here are some key approaches:
- Targeted Distribution: Never send your press releases to generic lists. You must identify specific journalists, influencers or trade publications relevant to your industry.
- SEO Optimization: Incorporate keywords naturally within the title, subhead and body of the release to improve its ranking on the search engine results page (SERP). Include links to your website or landing pages to drive traffic and conversions. Platforms like PR Newswire or Business Wire can help with broad distribution.
- Compelling Headlines and Lead Paragraphs: Your headline should be attention-grabbing and informative. The first paragraph should answer the “who, what, where and why” questions and immediately capture the reader’s interest.
- Use of Multimedia: Enhance your press release with images, infographics, videos or downloadable resources. Visual elements increase engagement and help convey your message more effectively, making the release shareable across digital platforms.
- Social Media Amplification: Promote your press release on your social media channels, tailoring the message to each platform. Use engaging snippets from the release, such as quotes or statistics, and incorporate hashtags, mentions or profile tags to increase reach.
- Engage with Journalists on Social Media: Before or after sending out your press release, engage with journalists or influencers on platforms like X or LinkedIn. A personal connection can increase the likelihood of them noticing your release.
- Consider the Timing of Distribution: Plan the release to align with relevant industry events or related trending news or to avoid competing with significant news, such as election day. Consider optimal distribution times; early mornings on weekdays often work best for media outlets.
- Track Performance: Use analytics tools to measure the success of your press release. Metrics such as open rates, website traffic, social media shares and link engagement can inform the effectiveness of your distribution strategy.
- Create a Compelling Story: The press release should be more than a dry announcement. It should be framed as a narrative with a unique angle or human-interest element that resonates with journalists and your target audience.
By employing these digital strategies, you can maximize the visibility and impact of your press release.
Maintaining Media Relations
Even a press release with all the essential elements can passed over if you don’t take the time to build and maintain strong media relations. Creating and nurturing relationships with journalists, editors and media outlets can help ensure they read your releases and secure ongoing positive coverage. Here are some strategies for maintaining media relations:
- Build Genuine Relationships: Focus on developing authentic relationships rather than transactional interactions. Take the time to get to know journalists personally and understand their beats, interests and preferred communication styles. Regular, friendly engagement—even outside of pitching—helps build rapport.
- Be Reliable and Responsive: Always respond promptly to media inquiries. If you promise information, deliver it promptly. Journalists appreciate dependable contacts who can provide accurate information under tight deadlines.
- Engage on Social Media: Follow and interact with journalists on social media platforms. Commenting on their stories, sharing their work or simply engaging with them casually can build rapport.
- Keep a Media Contact List: Maintain an updated list of media contacts with relevant information such as their beat, communication preferences, recent coverage and contact details. Use this list to personalize your pitches rather than sending generic emails that get overlooked.
- Offer Help Without Pitching: Regularly offer to help journalists with story ideas, even if it doesn’t directly benefit your firm. Sharing data, reports or other industry insights can position you as a helpful resource, making journalists more likely to reach out for future stories.
- Host Media Events or Press Conferences: Invite journalists to press conferences or firm events. While not every announcement warrants a press conference, this gives them direct access to firm leaders while fostering deeper connections when you have a significant news story.
- Maintain Transparency and Honesty: Be transparent in your communications, and if you can’t share specific information, explain why. Never provide false or misleading information. Honesty builds trust and credibility, which is vital for long-term media relationships.
- Follow Up Thoughtfully: After pitching, follow up politely and respectfully if you haven’t received a response. Journalists are often busy, so a gentle reminder can help. If they choose not to cover your story, express gratitude for their consideration and maintain a positive attitude for future opportunities.
- Say Thank You: Always acknowledge a journalist’s work when they cover your story. A simple thank-you email or public recognition on social media shows appreciation and helps nurture the relationship.
- Stay Consistent: Consistency is key. Regularly share updates, stories and insights with your media contacts—even during quieter periods. Consistent communication keeps you top-of-mind for future stories and opportunities.
Partner with a Trusted Marketing and PR Agency
Berbay Marketing & Public Relations has more than three decades of experience providing law, real estate, and financial firms with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success in securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more.
Looking to grow your firm with a proven marketing and PR team? Contact Berbay at 310-405-7343 or info@berbay.com
