As people do read and share press releases, you can’t say that press release is dead. But since new audiences for the press release has come, they have new demands for press release content. They want underlying story, pictures, and video.
3 Reasons Press Releases are still Relevant
Press releases convey credibility and are perceived as being official and verifiable
Well written press releases tell the whole story, such as who, what, where, when, why, and how, within a single message.
Press releases are meant to be reproduced, share, and quoted
3 Characteristics of a Successful Modern-Day Press Release
To gain and keep attention, successful content needs to fit the requirements of today’s audiences and how they consume information. Here are some characteristics of successful press releases:
- It’s nimble
Successful messages are built to fit multiple formats. They feature tweetable headlines and factoids, search engine-friendly elements (e.g. keywords, links, etc.), compelling visuals, and an easy-to-share landing page that renders nicely across LinkedIn, Facebook, Google+, and other networks.
- It’s atomized
A simple press release can be atomized, by tweeting a variety if key points, upload accompanying multimedia to YouTube, Flickr, Tumblr, SlideShare, and other sites. You can even offer an insider, engineering, or customer perspective on the company blog.
- It’s useful
Content needs to interest, inform, or entertain the audience. When determining how to communicate with your audiences and what vehicles to employ, consider the outcomes you need to generate, the actions you want to encourage, and where your intended audiences live.
Press Releases helps you reach beyond the people you know and find new audiences. Embedding a call-to-action for your publics creates a pathway for potential customers, directly from a credible and widely-distributed source.