Why Are Press Releases More Crucial Than Ever?

Social media has become an indispensable tool for businesses of every size, but it is not the only driver of a strong reputation. The press release remains one of the most reliable instruments in public relations, particularly for start-ups and growing companies. It can publicise company events, product launches and other significant news, and although its format and use have changed considerably over the years, it has lost none of its value.

Why press releases still matter

In the current media landscape, press releases are arguably more important than ever. They can:

• Improve brand image
• Increase credibility
• Help an organisation reach a wider audience

Businesses across every industry now treat social media as central to their public relations strategy, to the point where the two are often spoken of as one and the same. As a result, alternative publishing routes have become far more viable, and many companies now self-publish online. An online press release allows a business to communicate directly with a large audience or to target a specific group.

What press releases are used for

As businesses have recognised the value of online marketing and self-publishing, the press release has found a range of applications:

• Announcing new products or services
• Improving brand image and reputation
• Driving interest through accompanying images
• Paid and free instant UK-wide distribution
• Expanding public knowledge
• Creating viral potential
• Supporting search engine optimisation
• Contributing to Google ranking factors

The purpose of a press release

The main purpose of any press release is to promote something significant and specific, and to do so transparently. Beyond that, a press release is a document that follows a strict format and serves three marketing and promotional objectives:

1. Notifying the media about an event or launch in the hope that they will spread the word
2. Sharing something about your business, in the hope that a reporter will spot a story and write a news article about it
3. Promoting your business’s appearance and reputation online through blogs, websites and social media platforms

Successful publicity depends on sustained effort, and press releases are a key part of any PR strategy. Through a press release, you can communicate your story, your business challenges, your purposes and the ways in which you add value to communities.