The humble press release was once the primary way for companies to spread the word about new products, offerings, campaigns or branding changes. While they are still incredibly important and cut out much of the fluff that a less formal news article may include, are they being changed by the digital age?
The changing face of the press release
Well, in short, the answer is yes. However, there are a number reasons why press releases have transformed over time.
Firstly, there's the advent of the 'news now' mentality of the modern media consumer. Whether it's via social media or 24-hour rolling news television, organisations must not only get their message out there, but do so quickly.
Organisations must not only get their message out there, but do so quickly.
"A press release is still considered as one of the best ways to let people know what your business is all about. But gone are the days where press releases are expected to give the who, what, where, when and whys," explained Tyler Ragghianti from global press release distributor PR NewsChannel.
Press releases and SEO
Press releases are powerful tools when it comes to reaching a large, news-orientated audience quickly, and their impact can be extended even further when they are pointing people back towards the company website.
Search engine optimisation is more imperative than ever in the digital world, and working good practices into press releases is a must for the modern, progressive enterprise.
Press releases can play a role within any search engine optimisation campaign.
The main thing to keep in mind is that journalists, editors, news writers or even bloggers will likely be the intended recipient of any release, but they may not be the typical readers of company output.
Media release distribution doesn't have to be an over-complicated process, but keeping track of exactly who is engaging with the content, which markets they are in and when they are doing so are the critical components to consider in the immediate time after sending out a press release.
Another important factor to consider with any press release is that it needs to find the right audience. Effective media monitoring can help companies ascertain who is engaging with their content on a regular basis, and make it easier to tailor any future output accordingly.
Ultimately, the digital world has changed the press release. However, due to the fact that a more specific audience has been made easier to target, it appears to have done so for the better.