Press releases are still a commonly used tool in public relations and communications today. But times have changed! And the press, or news release, is still here. But, does it work?
Whether or not you should still be sending out press releases depends on a few factors, including your specific goals, target audiences, and the nature of your business or organization.
Here are a few considerations to help you make an informed decision:
Communication objectives:
Press releases can still be effective for announcing important news, product launches, major milestones, or significant events related to your organization. If you have newsworthy information to share, such as a noteworthy achievement or an industry innovation, press releases can help you reach a wider audience and maybe generate media coverage. Plus, it offers media a guide to what you are up to.
Target audiences:
Consider the audiences you want to reach. Press releases can be valuable for attracting the attention of not only journalists, but bloggers, industry influencers, and potential customers. If your target audiences consume traditional media or online news outlets to stay informed, press releases can still be a useful tool.
Media relationships:
If you have established relationships with journalists, sending good and timely press releases can help maintain those connections. Journalists still appreciate receiving well-crafted press releases that provide them with accurate and relevant information. However, it's important to ensure that your press releases offer genuine value and are not overly promotional or not in their field of coverage.
Digital presence:
In a digital age, the media landscape has evolved, with social media platforms and online news portals gaining prominence. While press releases still have their place, you may also consider updating your communications strategy with other digital marketing tactics, such as posting the release (via your website) to social media and email newsletters, to engage with your audiences directly.
Cost and ROI:
Sending out press releases can incur costs, especially if you use distribution services. Assess your budget and available resources for ROI to see if press releases align with your overall marketing and communication strategy. You may also explore alternatives, such as social media or building relationships with key media to amplify a message.
What has not changed is that the decision to send press releases should be based on a comprehensive understanding of your goals, target audience, and available resources. It's worth evaluating your communication strategy periodically to ensure that it aligns with the evolving media landscape and meets your business objectives.
Press releases still serve as a way to disseminate information, generate media coverage, and shape public perception. While the media landscape has evolved with the rise of digital platforms and social media, press releases continue to play a role in public relations strategies but they way we use them is different. So, not dead - just evolved!