Do you think that press releases are just for big companies, celebrities, and big time politicians? You might be surprised to learn that companies and organizations of all sizes, and even individuals, have benefitted from what some might call a press release, but what we would call regular communication and information sharing with targeted and trusted media outlets and personnel.

Twenty years ago businesses and public relations professionals relied on press releases to get information to media outlets in hopes that they would report the information the press release provided. Today, companies and organizations still may use the press release to relay information to media outlets, but with the advent of the internet, websites, and social media, companies, and organizations don’t have to rely on media outlets to tell their story, they can tell their own story through their own online channels! A well-written and positioned press release serves as an official company document to tell the story, and if a media professional decides to report on the subject of the press release then that is all the better and an added bonus!

Press releases can play a significant part in helping to establish, support and grow an online digital footprint and ultimately impact a prospective sale, build awareness, or simply announce a new hire. A well-placed press release creates interest and excitement around a company or an individual’s news, like a receiving a coveted award, sharing recognition through a news source, or announcing a milestone in an industry.

The good news is that distributing this information through the use of well-respected and powerful media channels will help boost a brand, utilize the power on social media channels, and contribute to increased market visibility. Just remember that a press release is only a part of what needs to be a multi-channel approach to your marketing efforts.

There are many occasions when a press release is a primary component of your plan, but there are things you should know to make them stand out!

The main purpose of a press release is to get the attention of journalists, bloggers, key opinion leaders (KOL’s) and high-level influencers to report to their audiences the news you want to be reported. A good marketing company has established relationships with a wide spectrum of these top influencers with whom they have worked with over time and become trusted resources. These valuable relationships ensure direct connection with top news wire channels.

So, you ask, do I have to pay to have a press release sent? Or, why should I pay for a press release when it can be done online for free?

Those are excellent questions! There are plenty of free press release resources available online. The challenge lies in having the knowledge of what news angle is going to grab a journalist or key opinion leader’s attention, investing the time and energy to craft and optimize the message, and having the on-going, trusted working relationships with the right journalists and key opinion leaders. Most PR professionals have spent years cultivating relationships, so what you are buying is the relationships your PR professional has nurtured over time and not just the method of distribution.

For successful outcomes from your marketing and PR efforts, it is important to understand when a press release will actually support your marketing strategy, or when another tool or tactic might be better. With a little help, your press release can be a powerful branding and positioning tool for your business or organization, but simply posting it online will probably not deliver the desired results. Work with professionals to be sure to incorporate best practices, creative pitching/storytelling, and their years of relationship building to maximize and leverage your good news!

For more tips on how press releases can grow your business email: DriveResults@mmgmemphis.com.

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