Traditionally, press releases have been the primary medium for organisations to spread information about their news and activities to the public. But with the emergence of social media, many are questioning their relevance today.
In a world where companies can directly communicate to their audiences through the power of platforms such as Facebook, Twitter, Instagram, YouTube, and LinkedIn, is writing press releases still necessary? In this article, we’ll explore the evolution of press releases, their current relevance, and how writing them in the age of social media can still be beneficial for companies.
The history of press releases
Press releases have been around since the early 1900s when publicity expert, Ivy Lee, is first thought to have created one. It was for the Pennsylvania Railroad Company to inform journalists about a train crash that claimed the lives of 50 people. This was revolutionary at the time, as it provided an efficient and more reliable way to share news with those in the media.
Commercial newswire services, where organisations can submit their press releases to a wide network of journalists, media outlets and other interested parties, grew in popularity in the 1950s. Since then, writing press releases became the norm whenever companies wanted to spread information about product launches, announcements and other important news updates to the mainstream media.
With the advent of the Internet, press release sites have become even more widely accessible and cost-effective. As a result, companies can now get their news out quickly and easily.
Writing press releases in the social media age
As social media gained traction in the early 2000s, many companies quickly adopted these platforms as an effective means of communicating their messages to a wider audience. As a result, traditional PR writing began to take a backseat. Writing press releases was no longer the only way to disseminate news; companies could simply share posts on social media.
Now, companies can build relationships with their audience directly, without the help of a mainstream media outlet. This two-way communication has disrupted traditional PR writing – but this doesn’t mean press releases have lost their relevance. Although they are no longer the only way to communicate news, there are still reasons why organisations continue to use press releases.
Press releases vs. social media – Which is better?
The answer to this question depends on the objectives of a company. Social media is the go-to platform to build relationships with your audience and engage with them in meaningful conversations. Press releases, on the other hand, are a powerful tool to reach a large, influential audience quickly.
Social media is in a constant state of flux. Posts quickly fall further down the page, and it can be difficult to build a presence in a crowded space. Alternatively, press releases have a longer shelf-life than social posts. Journalists can use them to write stories and they’ll be more visible on the web for much longer. This helps build brand awareness and recognition over time.
Essentially, they are two separate marketing channels that work in different ways and should be used for different purposes.
Why writing press releases is still worth the effort
Why should I bother writing a press release, if I can do it myself on social media? Yes, you can easily make an announcement on Twitter, Facebook, or Instagram. But the benefit of writing press releases is more than just sharing news. Here are a few advantages below.
Attract more traffic to your website
Modern PR writing is also a powerful SEO tool. Google loves fresh content. So by including keywords in a press release, you give your website a boost in search engine results pages (SERPs). If you’re targeting a specific keyword, this can be an excellent way to get your website noticed.
Generate more backlinks
PR agencies will often distribute press releases in the form of a wire. They’re then picked up by news outlets and shared with their followers. That means you get your news out to a much wider audience. What’s more, journalists may link back to your website when they cite sources or expand on the story. This is an opportunity for you to generate more high-quality backlinks and boost your domain authority.
Build a relationship with the media
Social media helps you build relationships with your customers, but press releases help you build relationships with journalists and reporters. They can be a great way to continue to earn coverage from influential journalists in your field. They’ll also increase the potential for future features and interviews.
Establish yourself as an expert
A press release is a great way to establish yourself and your business as experts in the field. Offer unique perspectives on certain subjects or issues, and it may just get picked up by industry influencers or journalists. This can help you gain attention from potential customers and attract new business opportunities.
Build customer trust
Press releases are an excellent way to show your customers that your company is professional, credible, and trustworthy. If your story is featured in a reliable news source, it will add an element of authority to your brand and help build customer trust. This credibility is hard to replicate, and it can go a long way towards building your reputation.
Gain more control over the narrative
Social media is excellent for amplifying your message. However, you don’t have full control over the narrative when it comes to user-generated content. When writing press releases, you can choose the information that is distributed and how it gets presented. Social media is slightly more “wild wild west” and things can quickly spiral out of control if an issue arises.
Increase your overall brand visibility
Gaining followers on social media is a bit of a numbers game. It can take quite some time to build up your base. But when writing press releases, you can reach hundreds of thousands of eyes in just one day. And if your story catches the attention of prominent journalists or influencers, that visibility could be extended even further.
Press release distribution – how has it changed?
Before the Internet, journalists struggled to find stories, and businesses had no easy way to share their news. Newswire services bridged this gap: businesses would submit press releases to a newswire, which would distribute them to interested journalists. But now, with access to social media, everyone can communicate instantly. This has reduced the need for middlemen like newswires. Businesses can now reach journalists directly without the associated costs of using a newswire.
Does this mean that newswire services are now irrelevant? The answer is not so black and white. Releasing a newswire press release still has several benefits, including the following:
- They’re fast and easy to use. Simply pay a fee and your press release will be distributed to a long list of media contacts.
- They provide instant access to professional journalists.
- The distribution network is already established, so you don’t have to do the legwork yourself.
- Some newswire services will also provide data analysis so you can see how your press releases are performing.
That said, newswire services are expensive, and their use has also been steadily declining over time. PR professionals now prefer to use other channels, such as social media and email outreach to distribute press releases. Journalists themselves are also turning away from newswires, which means that the majority of stories get overlooked.
What is the future of the press release?
While still relevant, it’s true that press releases are evolving. Press release writers will need to evolve their approach alongside these changes. There are a few reasons why the traditional press release is changing. Attention spans are shrinking and people have grown accustomed to consuming stimulating content. As a result, the traditional press release appears bland. As such, companies must make an effort to beef them up to appeal to the new content standards.
The other issue is the sheer number of press releases that are sent out each day. This makes it extremely difficult to get your story featured. Journalists typically receive at least 50+ story pitches per week, with 24% receiving more than 100. And while the quantity has increased, the overall quality has dropped. Journalists are faced with a sea of ‘non newsworthy’ press releases and it’s easy for your story to get lost in the mix.
To keep up with the times and get your press release noticed, here are a few things to keep in mind.
Include more multimedia content
Infographics, graphs, visuals, pictures – adding multimedia content to your press release gives journalists more to work with. It adds an element of engagement that is oftentimes lacking. Anything that adds to the story or visual appeal of your press release increases the likelihood of journalists picking it up and sharing it.
Focus on telling a good story
The traditional press release format is relatively rigid, but things have changed. Journalists want a good story and companies need to give them one. Structure your press releases around a narrative and think of it more like creative writing than traditional PR. Include useful facts and figures but remember that it is the story behind them that will engage readers.
Deliver high-quality writing
With the sheer volume of press releases out there, it’s essential that you have high-quality writing. Journalists are likely to discard any poorly worded or badly structured press releases. Make sure your message is clear and concise, and avoid filling your content with unnecessary fluff and jargon. Check out our article on how to write a press release for more tips on getting it right.
Be more creative
The traditional press release format is quickly becoming obsolete, so it’s important to get creative and think outside the box. Try sending out a video, or incorporating design elements into your press releases. Just make sure that whatever new approach you are taking still adds value to the story.
Pitch directly to journalists
Newswires were once the main way to get press releases to journalists, but now direct pitches are taking over. Directly reaching out to the journalist you want to cover your story is cheaper and sometimes more effective. You can target journalists with a special interest in your story, and tailor the release to their preferences. If you can afford the cost, then you can still make use of newswires services too.
Use press release writing services
Good press release writing is a skill that both small companies and large organisations often struggle to master. If you don’t have someone in-house with the skills and experience to write compelling copy, use press release writing services. It can be an effective way of getting your message out there. Professional writers know how to engage audiences with their words, and create content that will be more likely to get picked up by journalists.
Hire press release writers for your next release
To ensure your press releases are written to the highest standards, our content marketing agency is here to help. We have experienced PR writers who know how to write a press release that will capture the attention of journalists. We’ll ensure your message is clear, concise, and written in a tone of voice that resonates with your audience. Get in touch for more information on our press release writing services.
FAQs
Here are some of the most frequently asked questions about writing press releases.
What should I include when writing press releases?
A press release should contain key information about your story. This includes the main facts and figures, background context, and any quotes or statements from company representatives. Additionally, it’s important to include contact information so that journalists can reach out for more information if needed.
How long should a press release be?
A good rule of thumb is to keep your press release between 300 and 500 words. Anything longer and it can become difficult for readers to digest all the information. Keeping it concise also means that journalists will be more likely to pick up on the key facts and publish them in their own stories.
What types of stories are good for written press?
Press releases are perfect for highlighting events and new products or initiatives. Interesting study results, research data, survey results, and other pieces of newsworthy information can also make great topics for press releases.
What should I avoid when writing press releases?
When writing a press release it’s important to avoid promotional language that doesn’t add anything to the story itself. Your goal with a press release is to provide journalists with all the information they need without reading like an advertisement. Additionally, make sure that the facts and figures presented are accurate so journalists can trust what you’re presenting. Avoid exaggerations or overly dramatic language, which could undermine your credibility.