January 22, 2020
Comms Best Practices,
/ by Maureen Beard
With the increase of social media, data-driven storytelling, and the 24/7 news cycle, the press release has evolved while remaining a relevant part of your marketing strategy.
How people communicate around the world has changed drastically in the last decade. Social media, blogging, influencers, and television have created a world of 24/7 news consumption. So it would be easy to write off the press release as an archaic marketing strategy, but that would be a mistake.
Like everything in life, the press release has evolved within the online world of marketing and public relations. According to Cision’s 2019 Global State of the Media report, 65% of journalists believe audience metrics have changed the way they evaluate stories. Journalists continue to look to PR professionals for content specific to their audience, and this relationship has only become more valuable.
In addition to journalists, consumers have direct access to press releases through online distributors. The key to standing out to both journalists and consumers is to focus on distributing a well-written press release that clearly promotes something significant and specific.
These five reasons show the press release is very much alive and beneficial to any marketing strategy.
While the media industry has evolved drastically over the past decade, the press release hasn’t become obsolete. It merely has evolved along with marketing and communication tools. Content is king, and relevancy is essential. So, give the people what they want — customized press releases with the end consumer in mind.
If you are interested in more of what journalists want from PR professionals, read the full Cision 2019 Global State of the Media Report.
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