How to Use Press Releases in Your Marketing Efforts

How to Use Press Releases in Your Marketing Efforts

People love reading the news. Many seek out top stories and scan their local newspapers or television stations content before starting their days or while on a lunch break. Even if it’s just scrolling the headlines on their phone while waiting at a doctor’s appointment, they’re more likely to see a press release than a random blog post. An exciting press release can catch their eye and even get shares on social media.

Understanding the Importance of Press Releases

PR is a vital part of your marketing strategy. It tells the world about your company’s or brand’s important announcement. They aren’t long, a few hundred words max, and they get right to the point without the fluff of a traditionally written article. Stick to the facts when writing it, and don’t forget to include a quote and contact information. Remember, issuing a press release is your brand controlling the message.

Press Releases are Cost-Effective

There are very few things in life you can get for free. A press release is one of them. Yes, you will have to pay someone to write it, but there are plenty of places where you can upload it for mass distribution for free. 

First, make contact with your local media outlets—never just send a press release. Instead, make contact with each person. Talk to them on the phone, through video chat, or in-person and introduce yourself. Next, ask them if it’s okay to send the information. Repeat this process until you’ve reached out to all local mediums. 

After handling all nearby locations, some PR sites allow free submissions, especially for new or small businesses. Many of these websites are industry-related so that you can reach B2B and C2C connections.

  • OpenPR
  • News Wire Today
  • PR Fire (UK)

You don’t have to limit the notices to news organizations and dedicated websites. Send out PRs to your customers on your mailing list. Also, make sure to post the releases on all your social media accounts. The shares on LinkedIn, Facebook, Twitter, Snapchat, Instagram, and other platforms can prove to be invaluable. 

Use Press Releases

Write More than One

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Don’t be the company that issues one press release when they open and then struggles to find interested mediums a year or two later when they expand. Some reasonable reasons to write these include,

  • New products or product lines
  • New locations
  • Grand reopening after a remodel
  • When your company receives a reward or recognition
  • New hires
  • Retirements

Anything you would announce via an email to your customers and investors can go in a press release. However, it’s best not to issue PR statements for regular sales. If it’s a big sale, such as a product that’s being discontinued or something else about the sale that makes it unique, by all means, send the release. 

Keep the PR notices on your website under news or a similar page title, making sure to optimize the page for search engines. 

Maintain Your Brand’s Voice in Each Release

While a PR needs to stick to the facts, it should still have your brand’s voice. Write naturally. Although you want to sound formal in your prose, you need to grab the reader’s attention or lose them to the next item in their newsfeed. 

As you do this, carefully optimize the content. Placing a few keywords and phrases that get Google’s attention, but not its scorn for stuffing. SEO also helps you reach your target audience. For more tips on balancing optimization, choose Austin, TX SEO services

Build Relationships with Press Release Contacts

When you’re making contact regularly with local and national media agencies, you’re also building relationships. These connections can be helpful in the future for brand management, including reputation management and other PR related matters. As you establish these relationships, you build trust in your brand with members of the media, and that message is relayed to current and future customers. These contacts will also help increase sales and allow your business to grow.

MARION Can Help Write & Release Your Company’s Press Release

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You only get one chance to make a first impression. If you don’t have professional marketing experience or have someone on your staff, contact MARION Marketing Agency. Our team will work with you to start building your brand’s strategy and get it the attention it deserves. 


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