In an age where a 15-second video of a cat doing absolutely nothing can rack up millions of views, the humble press release might seem like a relic of a bygone era, like landlines or privacy. However, the humble press release still has relevance.
Born in 1906, the press release was the golden child of PR strategies, delivering news with the gravitas of a town crier but without the bell. It was the go-to for announcing everything from groundbreaking inventions like the television (which, ironically, would hasten its demise) to partnerships, company growth, employee announcements, and events.
Over the past century, naysayers have repeatedly declared the press release dead. In a sense, it has become the Freddy Krueger of the communications world—just when you think it’s dead, it pops back up.
The Digital Age: A Plot Twist for the Press Release
Once upon a time, the press release reigned supreme. It was the king of the media jungle. Today, however, it jostles for relevance in a sea of hashtags and viral videos. But don’t count it out yet. This seasoned corporate communications performer still has a few tricks up its sleeve and should be considered an indispensable tool in every firm’s overall media strategy.
The press release survives in this narrative because it has been forced to work harder to better serve the 21st century. Thanks to its newfound agility and strategic depth, it adds to the overall media strategy. If the previously mentioned Freddy Krugger analogy is too nightmarish, consider the press release as the Meryl Streep of communication tools. It is versatile, respected, and capable of delivering performances that leave a lasting impact. Its stellar performance is endorsed by Cision’s 2023 State of the Media report, where journalists named the press release as their most useful tool for generating content or story ideas.
A Strategic Ensemble Cast
Consider for a moment the world of media as a grand stage production. Your overall strategy is the director, and social media channels are your lead actors, blogs and podcasts are the supporting cast, and the press release? It’s the script that ties everything together. This seasoned scriptwriter knows its audience, understands the plot, and delivers the narrative backbone around which the production is built.
A well-crafted press release serves as the authoritative source of your story, providing journalists, bloggers, and even your social media channels with the facts and narratives they need to tell your story accurately.
Indirect Gains Are Important
In the past, composing a press release was viewed as a strategy to enhance the SEO potential of a website’s URLs. However, these links often served the issuer’s interests rather than providing genuine value.
Nowadays, the direct SEO advantages of press releases are more restricted and challenging to secure. Their real worth is found in the indirect gains from increased media attention and coverage. By crafting engaging, news-worthy press releases, companies can leverage them to bolster their SEO strategy, securing valuable backlinks and mentions and establishing a more robust online presence.
The Art of Storytelling
In a digital landscape where the average consumer is bombarded with countless messages daily, the art of storytelling becomes not just a skill but a necessity for breaking through the noise. A well-crafted press release does more than share facts. This is where the true power of storytelling in corporate communication shines. It transforms a simple announcement into an engaging narrative that resonates with its audience.
At Seroto Communications, we understand the power of words and the nuances of effective storytelling. Our approach to press releases is akin to crafting a bestselling novel. We start by understanding the core of your message, the ‘why’ behind your announcement, and the audience you aim to reach. From there, we meticulously craft a narrative arc that captures the essence of your message, weaving in elements that evoke curiosity, empathy, and connection.
By incorporating vivid descriptions, relatable characters, and real-world implications, we transform your press release into a captivating story that stands out in a crowded media landscape.
The Social Media Twist
Imagine if press releases were the straight-laced, buttoned-up corporate types at a party. That would mean that social media is the charismatic friend who knows how to work the room, making those press releases seem way cooler than they might initially appear.
Social media takes that stiff announcement about your company’s latest “innovation” and turns it into the talk of the internet town, complete with memes, GIFs, and maybe even a viral hashtag. It’s like giving your press release a pair of sunglasses and a leather jacket and watching it become the life of the digital party.
Not Going Anywhere
We don’t have a crystal ball, but one thing appears clear: the press release isn’t going anywhere yet. It’s adapting and evolving so that it maintains its place in the digital age. The next chapter in its story is being written in real-time, with AI and machine learning poised to take its capabilities to new heights.
Imagine press releases that automatically tailor themselves to the interests of their readers or that predict the most effective distribution channels. The possibilities are as exciting as they are endless.
Embrace the Press Release
To overlook the press release in your media strategy is to miss out on a crucial piece of the puzzle. The budget-friendly tool allows businesses to “Steer the narrative” by offering reliable, authentic information straight from the source. A press release can still assist journalists, editors, and anyone keen on your brand in gaining insights into your business. It allows them to delve into your company’s background and grasp its role within the industry.
When done properly, a press release can be a valuable tool for any business. It’s important to leverage this opportunity and consider hiring an agency to help you execute it.
