“PR is extremely important and being able to use it in the right way means everything. You have to market your success.” - Lee Haney, bodybuilder and former Mr. Olympia

Introduction:

A press release is an exceptionally useful tool in helping you and your business raise your profile in the media and reach new markets without having to spend a fortune on advertising.  

It’s exactly what you need if you want to tell people who you are, what you are offering and how you can help them.

Saying that, you must first identify a newsworthy story! Press releases are NOT advertisements.

What is a press release?

A press release is a written document that is sent to journalists with all the information they need to decide whether or not they want to run your story.  They can be used to promote all sorts of news, like launches of a new product or service, events, awards, business growth, company milestones and so much more.

Why should I write a press release?

Journalists are your vehicle to your target markets and press releases are one of the best and easiest ways to get your story across to reporters and editors whether at a regional or national level.  You need to impress them so that they publish your news – so you need to make sure that your “news” is newsworthy! Here are the top reasons why they are so beneficial to you and your business.

1. Increased awareness and credibility

Appearing in the media gets you noticed, gives you credibility and doesn’t cost as much as placing an advert.  How else are you going to tell your customers that you and/or your product/service exists, why they can trust you and why they should buy from you?  It’s the perfect way to increase visibility for your brand or message.  And when a third party, like a journalist, takes the time to write about you or interview you, people feel like they already know you, they start to like you and trust you, giving authenticity to your message.

2. Media relations

By writing and issuing regular press releases you are setting yourself up as an expert and starting the all-important task of building relationships with journalists relevant to your field.  They will become familiar with you, your business and your brand and when a reporter wants a comment about your particular sector, you are going to be foremost in their mind.  They are far more likely to contact you for a quote than someone who has never bothered to get in touch with them before.

3. Driving traffic and SEO benefits

Press releases are not limited to traditional media coverage.  They are also really great to use as content in the latest news section of your website.  With targeted keywords and links, press releases can improve your SEO rankings, attracting new potential customers or clients.  You can also share your news on social media!  You, your team and others can tweet the release and share it on LinkedIn, Facebook, Instagram and other sites you subscribe to. My clients get fantastic results doing this.  They also increase their social media presence as well as increasing views on their website.

Conclusion

Press releases are an incredible tool for businesses to incorporate into their PR planning but do remember that sending just one press release and expecting overnight success is unrealistic.  Consistency is key and remember, if you’re not successful, don’t give up.  Keep going. Journalists get hundreds of press releases and pitches in their inbox every day, they don’t have time to reply to everything and so it may take a few tries for you to get picked up.  Time and patience are required!

If you would like to find out more about getting yourself in the media and increasing your visibility or if you are already doing PR and need specific help with strategy or writing a press release or identifying newsworthy stories, book a 'Pop Up PR' session.

Good luck!