Press releases can be one of the most valuable assets for businesses. From generating new links to increasing brand awareness, adding PR tactics like this to your strategy could give your organization the boost it needs — but not everyone knows how to use press releases to their advantage.

Need help upping your PR game? Here’s everything you need to know about creating press releases and why they’re so important.

What is a press release?

A press release is a piece of news or information that companies send out to inform the public about something noteworthy or significant. While that might not sound too exciting, over the years press releases have evolved into creative pieces that embrace seasonal events, awareness days, and reactive scoops that put businesses in the spotlight.

Stunt products, surveys, and other creative assets are often produced in conjunction with a  press release; that said, if you don’t have the budget to do this every time, you can still generate a media buzz from a compelling, persuasively-written press release.

What’s the purpose of a press release?

The role of a press release has evolved significantly with the rise of digital PR, extending beyond its primary purpose of gaining media coverage. In the digital era, press releases offer immense value as they can now generate online coverage, providing a host of benefits that traditional PR lacked.

Unlike the one-way engagement of traditional methods, digital PR allows for meaningful interactions, enabling businesses to gain brand recognition and track various metrics beyond sales growth. In today’s landscape, press releases hold the power to secure valuable backlinks and mentions, ultimately contributing to a substantial boost in website visibility and authority.

Whether it’s unveiling product launches, celebrating major milestones, announcing corporate events, or providing responses to relevant news stories, press releases empower organizations to shape their narrative and strategically position themselves within the media landscape.

Why is a press release important?

Journalists are always on the lookout for good stories, of course, and often press releases do their work for them! In return, you’ll be rewarded with a brand mention and often a link back to your website. Sometimes it only takes one great press release to land you a mention on a high-authority site, capture the public’s attention, and drive significant traffic and leads to your website.

Here are some of the primary reasons why press releases are important for your business:

They generate media coverage

The primary benefit of a press release is its ability to attract media attention. When crafted effectively, press releases can catch the interest of journalists, bloggers, and media outlets. Digital PR experts such as Seeker are well-versed in not only crafting but outreaching press releases, leading to valuable media coverage and exposure.

Consistently providing newsworthy press releases can also help establish a positive relationship with journalists. When journalists trust a company as a reliable source of news, they may be more likely to cover any future stories it puts out — win win!

They increase brand awareness

Press releases help in building brand awareness by enabling a brand to reach a broader audience. This will help your brand become a recognized name, leading to more interest, more online traffic, and ultimately more leads. How do you expect people to discover your brand if you don’t put yourself out there?

Delivering a great press release, whether it’s an inspiring news story, a set of industry-leading tips, or an interesting set of data, will get readers intrigued about your business. This often leads to more website clicks, follows, shares and engagement, and a whole lot more people being aware of who you are.

They help with SEO

In the digital age, press releases can contribute significantly to a website’s SEO efforts. Online press releases that include relevant keywords, backlinks, and mentions can improve search engine rankings, ultimately driving more organic traffic to the website.

Plus, if the press release includes location-specific information or news, it can improve your local SEO efforts. Local news websites often pick up and publish such press releases, leading to increased visibility in local search results, which could mean more local traffic.

They deliver great ROI

Press releases are a great cost-effective style of promotion. Compared to traditional advertising, press releases can deliver a significant return on investment (ROI). Plus, if your content is evergreen (that is, it isn’t time-sensitive or susceptible to rapidly-changing trends), you can continue to reap the benefits for a much longer period.

When you share press releases about new products or innovative solutions, it can attract potential customers and create leads. As people learn about your offerings and see their value, they become more interested in your company, leading to potential sales and customer growth. This can directly contribute to a positive ROI.

They help position you as a thought leader

Consistent press releases can position a business or organization as a thought leader in its industry. By sharing insights, expertise, and innovative developments, press releases establish authority and credibility within the market.

New and interesting insights will help you stand out from the crowd. When you use press releases to announce new trends, industry insights, or expert analyses, you demonstrate your in-depth understanding of the subject matter, establishing yourself as a credible authority — and people will remember you for that!

They support business growth

Positive media coverage and increased brand visibility resulting from press releases can lead to new business opportunities, partnerships, and potential collaborations, ultimately fostering business growth.

All in all, this kind of PR tactic is great for expanding your overall reach and facilitating organic growth. The more coverage you get and the more people hear about you, the faster your business will likely grow.

With the ability to generate media coverage, enhance brand visibility, and foster lasting connections with your target audience, press releases continue to play a pivotal role in modern public relations. Why not add this dynamic digital PR tactic to your marketing arsenal and reap the benefits today?