Amanda Berger
Press releases present a valuable opportunity for businesses of all sizes, including small companies, to generate buzz about their firm. Yet frequently, our customers will fight us on the need to pay a third-party PR distribution service to publish their company's news. Man up, we say, and take your medicine.
Press releases and PR distribution services offer numerous benefits, such as establishing credibility, strengthening SEO, piquing investor and partner interest, and garnering public perception—all achievable with ease and affordability. Here are a few key reasons why press releases benefit your business.
Establish Credibility
A well-crafted press release can position even the smallest company as an authority in its respective industry by demonstrating expertise on a specific topic. When a third party publishes a release, it validates your message or achievements. This coverage serves as an endorsement and indicates that your company is newsworthy and deserving of attention, enhancing trustworthiness and establishing you as a reputable source of information.
SEO Support
While the primary purpose is to share news and information, press releases also positively impact your SEO by contributing in the following ways:
- Backlinks: When issued through an online newswire distribution service, backlinks to your company's website are typically included. This improves SEO ranking by signaling to search engines that your company's website is relevant.
- Keyword Optimization: Effective press releases with relevant and industry-specific keywords are written and optimized. Including targeted keywords within the content increases the chance that a press release will appear in search engine results for related queries. This helps drive organic traffic to your website and improves overall SEO performance.
- Social Sharing: Press releases are shareable on social media platforms, which generates engagement, attracts website visitors, and increases overall online presence, all of which positively impact SEO.
- Website: Once your press release is live, it should also be published permanently on your website. A “Press and News” section is ideal for this. This assists SEO by driving organic traffic by enhancing your release's visibility.
Attract Investors or Partners
Press releases are crucial for scaling businesses attracting investors, and building relationships with potential partners. They can announce funding rounds, strategic partnerships, the appointment of a key employee, or new business initiatives, signaling growth opportunities and attracting the attention of possible collaborators. This acts as a means to showcase progress and potential.
Manage Public Perception
Proactive communication through a press release helps protect and improve your image by controlling the narrative. In times of crisis or controversy, a promptly-issued press release that addresses a situation provides transparent information and commitment to resolving issues giving you control over the narrative and helping to mitigate potential damage.
Generate Publicity
Finally, stating the obvious, press releases allow you to reach your audience through media coverage. You may doubt the value initially, but as you grow, press releases will be picked up throughout the news sites in your industry. Whether it's to announce a product launch, partnership, expansion, award, or industry recognition, press releases allow you to highlight accomplishments and get more eyeballs on who your company is.
How to Create an Effective Press Release
Crafting an effective release includes several key elements. Here are some best practices to consider when preparing your press release:
- Strong Headline: Create a clear, attention-grabbing headline that accurately describes the press release news. A subheading should also be included to expand on the headline and summarize the release. Both should be compelling enough to encourage a scanner to read further.
- Clear and Concise Body: Include relevant details to answer the "who, what, when, where, why, and how" questions. Keep paragraphs short, focus on one idea per paragraph, and use quotes when appropriate.
- Quotes and Attribution: Quotes provide a human element and add credibility. They can be from relevant individuals such as executives or subject matter experts and attributed to the appropriate individuals with job titles or affiliations.
- Call to Action (CTA): Incorporate a CTA that aligns with the goals of the press release and guides readers on the next step. Examples may include visiting your website, signing up for a newsletter, downloading a report, or registering for an event.
- Tracking: To better monitor the success and reach of your release, URLs should be set up as UTM tracking links. All links should point back to your company's website to provide the reader with more information and drive traffic to your site. It is essential to not over-link or link to pages that will not contribute to your goal (for example, a quote linking to someone's personal LinkedIn page will do little for your efforts)
- Contact Information: Include the contact details of a designated media contact person at your company (name, title, email address, and phone number) to make it easy for people to reach out for additional information.
- Proofread: Once your release is sent to a distribution channel, editing is challenging or sometimes impossible. Read carefully to ensure accuracy, grammar, and correct links before submitting!
Distributing Your Press Release
Once your press release is ready, one of the easiest and most effective distribution channels is a reputable newswire service such as PRWeb, PR Newswire, or Business Wire. These services distribute your release to various media outlets, journalists, newsrooms, and other online platforms. Key differences between the three services include the reach of their distribution networks, targeting options, pricing, additional services offered, and the specific industries they cater to.
PRWeb
Of the three services listed above, PRWeb is the most popular and cost-effective choice recommended for small businesses. Users can easily submit and distribute a release independently by offering a self-service platform. It provides targeted options based on industry, geography, and media outlets and is affordable.
Creating a PRWeb Account and Submitting Your Release
You can create a free account easily by following their steps. Once set up, navigate to the Create Release section. Here you will be given four different package options. In most cases, the Standard Package is adequate for small businesses.
Next, you will be prompted to create the release by entering the relevant details, including your headline, summary sentence, body content, location, social accounts, and any additional assets, such as your logo or images.
Once complete, review the details and schedule the distribution of your release. Take note of the publication date and timing, ensuring it aligns with your overall marketing strategy. It’s also best practice to schedule a blog post announcing your release simultaneously or soon after it goes live. Always copy/paste the release with a link to the “official” release at the end of the post. And as previously mentioned, don’t forget to link to your press release blog post on a dedicated press page of your website.
Incorporating press releases into your marketing strategy can deliver worthwhile results. Third-party validation allows companies to maximize visibility, establish authority, and enhance overall credibility and brand image, all with little cost and effort. Start harnessing the potential of press releases today and watch your business grow to new heights!
