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Why Press Releases are Still Relevant for Small Businesses
There are some parties that argue that the press release is dead and whilst it’s not the be all and end all of telling your business story it is still useful and relevant when publicising your business stories. In my eGuide - How to Write a Press Release and Get Press Coverage for Your Business I show business owners how to write a release but in this piece I wanted to share why they’re relevant in the first place. A press release is an official summary document providing insight and information into a story, update, launch or announcement relevant to an organisation.
Press releases help small businesses gain visibility and reach a broader audience. When a business story is summarised using a release and then pitched to relevant media outlets it can attract the attention of journalists, producers, editors, bloggers, and influencers who may be interested in covering the story. Compared to traditional advertising or marketing campaigns, using a press release as part of a PR media relations campaign can get traction for a story in an “earned” fashion, i.e. an editorial decision has been made rather than an invoice has been paid to feature the business. So it can be a relatively inexpensive way to raise awareness of the business. This makes releases an attractive option for businesses with limited budgets. As we know there are no guarantees that your story will be featured; you have to be mindful of the fact that your story not only has to be newsworthy but it also has to be timely; however the process of using a release can help engage relevant media.
Press releases enhance the credibility of small businesses by presenting their information in a professional and structured format. When published by reputable media sources, it adds a level of trust and legitimacy to the business, especially for potential customers, investors, and partners. But even if the story contained within the press release doesn’t get featured by the press it is useful for content creation and internal communications for the business itself. As mentioned, if we look at press releases in terms of content they can improve a small business online presence and search engine optimization (SEO) through digital PR tactics. When optimised with relevant keywords and distributed through online channels, press releases can generate backlinks to a business website, improve search engine rankings, and increase organic traffic.
One of the most important purposes of a press release is the way in which they allow small businesses to craft their own narrative and share their unique story. They can highlight new product launches, innovative solutions, awards, partnerships, community involvement, or other notable achievements. By telling a compelling story, businesses can captivate media attention, engage their target audiences and solidify their reputations.
You don’t have to write a full press release to get your messages across to relevant stakeholders and audiences like direct emails, social media and video content but press releases are still relevant, their effectiveness can be enhanced by integrating them into a comprehensive PR strategy that includes social media, content marketing, and other promotional activities. As long as you have a story to tell then a release is a great way of getting your messaging across and communicating your brand narrative effectively.