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  • Jerome Cleary

The Press Release: Still a Powerful Tool in the Media Relations Arsenal



While the media landscape has undeniably shifted in the digital age, the press release remains a cornerstone of successful media outreach. It might not be the pinnacle (social media has a strong claim to that these days), but a well-crafted press release is still a powerful tool for grabbing journalists' attention and getting your story covered.

Here's why press releases haven't become relics of the past:

  • Newsworthy Narrative: A press release allows you to frame your company's announcements in a newsworthy way. Journalists are bombarded with pitches, so a press release highlighting your news's significance and relevance can make their decision to cover it much easier.

  • SEO Boost: Press releases are often distributed on newswire services, which can improve your search engine optimization (SEO). Getting your company name and information out there increases the chances of journalists finding you when they're researching a story.

  • Targeted Approach: Gone are the days of mass-mailing press releases. Today, you can target specific journalists whose beats align with your story. This increases the chances of your release landing in the right hands and getting a response.

  • Credibility and Control: A press release allows you to control the initial narrative. It provides journalists with accurate and concise information, reducing the risk of misunderstandings or misinterpretations.

However, to be effective in today's media environment, press releases need to evolve:

  • Focus on Value: Don't just announce your latest product. Explain how it benefits the target audience and what problem it solves.

  • Multimedia Magic: Include multimedia elements like quotes, images, and even short videos to enhance your press release and make it more engaging for journalists.

  • Social Media Savvy: Use social media to promote your press release and connect with journalists on their preferred platforms.

  • Follow Up For Success: Don't just hit send and forget it. A well-timed follow-up email or phone call can nudge a journalist to consider your story.

By understanding the power of press releases and adapting them to the modern media landscape, you can ensure they remain valuable in your media relations toolbox.


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