One of the biggest objections I hear about using press releases to gain visibility is that traditional media is "dead”. However, people are still watching and reading traditional media. They have just changed how they engage.
A press release can help you reach new audiences and provide authority and credibility. When you are interviewed by the media, it lets the public know that you are kind of a big deal.
SEO Benefits of Press Releases
Another main reason why press releases matter is that both Google and AI rely on trust signals. Being quoted by the media helps boost your credibility in the algorithmic eye (and the public’s, too!)
Over the years, many non-expert content creators invested in SEO to create brands around health, education, career and finances. Google realized this might be a problem, especially when it touches on topics related to “your money or your life.” People might choose to act on advice that isn’t necessarily based on fact even when it could cost them. In response, Google’s algorithm shifted to E.E.A.T. In addition to keywords anyone can optimize for, Google also relies on your expertise, experience, authority and trust.
Hang on… How did Google get your resume? It didn’t. That’s where PR comes in. It’s not enough to be Internet famous these days. You need to present your credentials where they matter and this is where a press release can help, especially if it results in you being interviewed as an expert.
When you get an invite to speak to a reporter on the news, this sends a signal to Google’s algorithm that in the real world, people view you as an expert. This is SEO gold. Being interviewed creates an implied third-party endorsement, as the media looks for authoritative sources when deciding who to interview. This doesn’t mean that they require a PhD from every single source, but they consider your experience and expertise when deciding whether or not to grant an interview.
Posting Your Press Release
A press release is a tool to get a media interview. However, ultimately, your press release will have value even if you don’t get a single response. Here are some ways a press release can benefit you even if you don’t get the interview.:
Optimize your press release for SEO and publish it on your own website. Your announcement can continue to drive traffic for your main keywords.
Optimize and post it on a press release distribution service. Most services provide some online presence for your release.
Get on the radar of a reporter with a related beat. As a reporter, I received a lot of press releases I didn’t follow up on, but I often added the source to a database so that I could contact them when I was following up on a story in their field.
Post on social media. Depending on your audience size, your announcements can make an impact on social media.
Benefit from direct posting: These days, the media is crunched for staff. Some small outlets such as weekly newspapers and online news websites will publish your press release as is or just rewrite it a bit and publish it under the byline “Staff”.
Controlling the Message
Having your message online helps the media and others understand who you are. You can communicate your mission and values in a press release creating a more three-dimensional perception of you and your company.
When people want to learn more about you, your press release can provide a positive image, even without an interview.
Mistakes to Avoid
Not Being Newsworthy
One of the top annoyances for journalists is receiving press releases that don’t have news value. Some examples are:
Our annual sale starts next week: Yes, the news will cover massive sales like “Prime Day”, but your business would need to be huge to catch their attention.
We launched a new website: Your website could be newsworthy if it does something most websites don’t do, but if it’s just a place for selling and providing company info, skip the press release.
We hired a new manager: Business news media are interested when top companies like Apple shake up their executive leadership, but for most companies, it’s just business as usual.
Instead, consider the top news values when deciding whether or not to send a press release:
Timeliness: Get it out as soon as possible
Proximity: Start with your local media
Prominence: Include your bona fides
Impact: Consider how relevant your news is to the audience
Conflict: Challenge the status quo
Human interest: Share your story
Oddity: Dare to be different
You don’t have to do all of these things in one press release, but try to incorporate at least two or three.
Being a creative writer
The news is written in a certain format for a reason. People want to scan the news and get informed quickly. Have you ever clicked on an overblown headline and been disappointed that the story did not match the headline. Even worse, you had to scroll through paragraphs of fluff to get to the point of the story. This is how “clickbait” got a bad rap and many savvy Internet users have learned to avoid it.
News readers don’t want fluff and neither do editors. Make sure your headline clearly and concisely reflects what your story is about and that you include a clear and concise summary in the first paragraph.
A few more tips:
- Write in plain language
- Avoid going over one page
- Use short paragraphs
- Include a quote from yourself or the person who will be interviewed
- Put your bio and/or company bio in a separate paragraph at the end
Crafting a compelling press release is all about finding the right angle and delivering it in a way that grabs attention. By focusing on what makes your story newsworthy, you’ll increase your chances of media coverage. For a step-by-step guide to writing press releases that journalists actually want to read, check out The Perfect Pitch: 5 Steps to a Press Release that Journalists Want to Read.
