Press Releases: Why Bother These Days?

by Will Viharo

With social media providing free advertising for businesses, and print media disappearing by the day it seems, are press releases – that is, announcements relating to your business sent to the editors of local newspapers, magazines, etc. – even necessary? Isn't a strategic Facebook post or targeted tweet enough? As the old saying goes, any press is good press...

Despite claims to the contrary, print media still exists, and some people are still reading it, though many of these periodicals also publish online versions, or have migrated to cyberspace completely. In either case, they have a built-in audience for you to share. The idea is to make some “news” of your own.

Press releases are still a viable option for those who don't want to restrict news of their business to social platforms (if you cater to an older demographic, for example), or expand their ad budgets with a display ad.  

Getting your business or event mentioned in an article or categorical listing by way of a press release is essentially like getting a “free ad” in a popular publication, whatever the format.

Here are some timeless tips for your press release, no matter the nature of your business, or what type of publication you're targeting, whether it's in print, online, or both:

• Make sure your press release is actually newsworthy, such as a grand opening, or a can't-miss event with wide appeal to the community at large, making it relevant to that publication's readers.
  

• Check out the “contacts” page of your targeted publication – which itself should be carefully selected for maximum exposure – and appeal directly to the person in charge of your area of interest; developing a personal relationship with a professional editor can pay off...
  

• Keep the details (time, place, price, etc.) short and simple, but snappy, since many publications will quote directly from your release to save time and effort on their end.
  

• Don't bombard your friendly neighborhood editors with each and every update to your business; limit your releases to special occasions only. (The same goes for newsletters.)

• As always, makes sure your subject line is catchy and will stand out, since most editors are inundated with requests for a blurb or shout-out in the entertainment sections of their publications.
  

The bottom line is: when it comes to getting the word out to the general public about your business, no effort is ever extraneous, especially if it's free. A press release remains a cost effective method of advertising your business to the built-in audience of a popular periodical.

Do you still send out press releases? And do you find them effective? 

IMAGE CREDIT: m01229