6 Reasons to Send a Press Release

Press releases are an important part of any public relations strategy. They have very specific purposes and provide businesses with many different benefits. While writing a press release is an art (how to write a press release), it’s important, so as not to waste your time, to know and understand when the need for a press release arises. In this article, we’ll be giving you six reasons to send a press release, from announcing news-worthy information to improving SEO and everything in between. With this in mind, let’s take a look at some of the most common reasons to send a press release:

1. To announce newsworthy information

The main reason why someone would send a press release is to share some news. So when your business has something newsworthy to tell your customers and stakeholders, take the opportunity to write and publish a press release. It’s especially important to jump on relevancy when it comes to press releases, so if there’s something in the media that fits in with the news that you’re trying to convey, then go for it and publish your press release. There are multiple things that you could report on, including:

• Product or services launches
• Company relocations
• Company expansions
• Mergers
• Acquisions
• Partnerships
• Funding rounds
• Major investments
• Leadership appointments
• Executive changes

2. To gain media coverage

Press releases should be seen as a direct line to journalists, bloggers and editors. A press release that is well planned and written will increase your chances of that story being picked up, quoted and/or expanded into a full article for use throughout the media channels. Even if a journalist doesn’t publish the release verbatim, it can serve as the starting point for interviews or even follow-up stories. The great thing about gaining media coverage is that it can result in a wider reach when compared to owned channels, it gains third-party credibility and it gives you exposure to new audiences.

3. To build brand awareness & visibility

Press releases, more so if they’re regular, help to keep your brand in the public eye. Over time, this reinforces recognition and positions your organisation as active and relevant in its industry. Press releases are especially important and advantageous for start-ups and small businesses. This is because press releases can introduce the brand to new markets, reinforce brand messaging and establish a consistent public presence. Visibility builds familiarity, and familiarity builds trust.

4. To establish authority & credibility

Being featured in news outlets, especially reputable ones, adds legitimacy to your organisation. This is something that a press release can help with. Press releases will frame your business as professional, trustworthy and established. This credibility will influence customers, investors, partners, employees and even prospective employees. With this in mind, a press release will position you as an industry expert, an innovator and a reliable source of information. In turn, this helps with SEO, which is something we’ll be touching on next.

5. To improve search engine optimisation (SEO)

You might be surprised to find out that press releases aren’t just for journalists and members of the public. Another reason why a company might publish a press release is for SEO, otherwise known as search engine optimisation, benefits. This is because press releases, like many other forms of content, are indexed by the search engines. 

When optimised correctly, a press release can contribute positively to your online presence. While press releases should not be considered a substitute for professional marketing techniques, they do complement those efforts superbly. Some of the SEO benefits to be gained by the publication of press releases include the following:

• Increased brand mentions
• Backlinks from media websites
• Higher visibility for branded search terms

6. To communicate with stakeholders

Press releases aren’t just for the media. They serve as official records of company milestones and decisions, but they also help stakeholders to stay informed and aligned with organisational news and other announcements. In addition to stakeholders, press releases can also be used to communicate with investors, partners, customers, employees and prospective employees.

Kumo delivers end-to-end digital marketing services, from SEO and PPC to content creation and web design, supporting businesses nationwide. No matter your sector, our expert team focuses on enhancing your online visibility and positioning your brand ahead of competitors. Contact our specialists to learn how we can elevate your digital strategy.