Even with high-profile companies with highly trafficked websites, social media pages, and tons of earned media coverage, press releases are still the best way to get relevant, accurate, and controlled news about your company to hundreds or thousands of outlets simultaneously.
When there’s a better way to do all of those things simultaneously, let us know. For now, we will keep doing what we do at PRDistribution.com and, yes, we do use our own service. Our strategy has evolved with our industry and we have picked up some important considerations in strategy from our clients.
What we know is that press releases are not going anywhere, rather they are evolving with the age of digital media. They still provide breadth and speed in ways no other method can for organizations of all levels.
So, why has PR taken a hit to its reputation?
Our theory, based on what we have seen from clients, and feedback from repeat customers, is that there often is an education gap. Press releases are, in some ways, quite different from what they used to be. This is necessarily the case, as readership has shifted to online news.
Old methods of reaching out are genuinely not as effective. The use of email has also changed. Journalists are bombarded by pitches. Many have also migrated to Twitter. These changes happened very quickly, and it upended a lot of how PR was done.
Enter press release distribution services with vast networks of journalists and contacts. Yes, they provide unparalleled access to broad swathes of publications of all sizes. Your news will be pitched to major media outlets, as well as blogs, niche publications, and regional and local outlets.
But, this was, and is not a silver bullet. Marketing teams and PR professionals still have to put in legwork, maybe via different channels, to make sure the right messaging is getting across to the right people. It is very easy for your press pieces to take on a spam-like appearance, thereby doing future damage to your brand.