It’s 2024 and the way people source their news has changed dramatically. It’s natural for businesses to ask: “Do press releases still work?” As digital marketers and brand journalists, we know firsthand how media is constantly evolving. While the way people source their news has changed, research shows us that press releases still drive remarkable results. We still see press releases reach audiences in the millions, proving that press releases still work!
For over a decade, the team at KWSM has been implementing strategic campaigns using press releases to reach a wider audience, establish credibility, and build brand awareness for our clients. As a copywriter with KWSM, I had the opportunity to participate in a mentorship program that focused on the hallmarks of good PR – including building out and implementing press releases for several clients. Through this experience, I saw the effectiveness of press releases and I’m excited to share what I’ve learned in this blog.
Do Press Releases Still Work?
While press releases may seem like a marketing tool for the print media age, there’s still a time and place for press releases in the digital marketing space.
“Press Releases help build credibility with your customers, prospects, and employees. Putting out information on well-known and well-respected media channels helps establish your brand and legitimize your business.”
– Jeff Soto, Vice President of Strategy and Client Relations, KWSM
Whether you are launching a new product or service, welcoming a new team member, or hosting an industry event, it helps to get the word out. While you can use social media to get information in front of an audience of followers, organic social media posts typically produce a few new eyeballs. You’re better off sending a newsletter or email campaign to your existing customers.
One of the best ways to effectively reach a new audience is through a press release.
4 Benefits of a Press Release
Press releases offer a range of benefits. The list below will cover 5 of the top benefits to your business including, helping you to build credibility, control your narrative, and drive your search traffic.
1. Build Credibility
If you want to be labeled as a credible and reliable business, you need to establish your brand as a reliable source of trustworthy and authoritative information. You can do this with your content like blogs or social media, however, press releases can bring attention to your brand that won’t come from organic website traffic.
A well-structured press release can prove to new audiences that your business is credible, and you have something to add to the industry. Circulating press releases consistently over time can also help establish a reputation for your brand and help you form relationships with the media. These relationships can lead to better visibility because the media recognizes your brand as a trustworthy source of information.
2. Control Your Narrative
Whether launching your brand or responding to a reputation crisis, you want to be in control of your own story. Misinformation can lead to confusion, distrust, and even further reputation damage. A press release can provide clear and concise facts for the media to circulate and can clarify internal issues to reestablish a positive brand image and public perception.
When it comes to a crisis, releasing accurate information right from the beginning can prove to the media and the public that your brand is trustworthy and a credible source of information. We have seen this play out with a few of our clients.
Case Study: One of KWSM’s non-profit clients in Orange County had a devastating fire that destroyed their building, and all of the contents were deemed a total loss. We developed and distributed a press release and organized a press conference to get the facts out quickly so donors were well-informed from the start. Due to our quick and accurate dissemination of information, a fundraising event was announced and the community came out in force. The effort helped the non-profit buy a new building and replace valuable tools to help its workforce reintegration efforts.
3. Drive Search Traffic
One of the most significant benefits of a press release is its ability to drive search traffic. Much like your website or blog, if you use search engine optimization (SEO) tactics on your press release, it helps search engines find, match, index, and rank your press release. At KWSM, we prioritize SEO best practices in all content so our clients can be found easily in search.
Every press release we write and distribute is developed to drive audiences to the company’s Home page and About page, so they can learn about the company. For consumer audiences, we drive them to specific product pages to continue the sales funnel process.
4. Support Your Team
Celebrating significant accomplishments, promotions, or awards for your business with a press release can sometimes be just what you need to gain the attention of potential customers. A company that celebrates the successes of their business, and especially their team, publicly promotes a positive image and helps build trust with new and prospective customers.
Press releases featuring your team and their accomplishments are great tools for generating company news without having to rely on a product launch or crisis. You can also leverage these announcements to make more meaningful connections within your industry.
Learn our tips for writing an effective press release.
Sending Press Releases with KWSM
Do press releases still work in a digital age? Through real-life applications, we can conclusively say yes. 78% of journalists say they still want to receive business press releases, according to a study by the PR platform Cision.
Case Study: We launched a new product on behalf of a client last August. This was the first product launch in two years for the client’s company, so we sourced new contacts to add to our media list in order to spread the news to a wider audience.
We built a new page on their website about the product and drove traffic there via the press release. Here is a view of the metrics for that page:
The press release reached a potential audience of 23 Million and had 81 exact match pick-ups. Our client’s product launch was featured in two high-profile magazines in the industry, which amplified their reach.
“Receiving features in editorials and articles from top industry publications can help increase trust in a company because it has the support of a well-known and credible source. Press Releases can help build credibility for your business by connecting you to the right media partners.”
– Brianna Zambrano, Senior Digital Marketing Strategist, KWSM
Interested in Putting Out a Press Release?
You don’t have to be an authority on PR or digital marketing to write a press release, but you may need help from the professionals at KWSM to effectively build credibility, brand awareness, and an audience.
If you are interested in learning more about putting out a press release or establishing a PR plan, fill out the contact form below, and KWSM will be in touch shortly to discuss!
