Don’t fall for the spam that promises media coverage with a press release. It doesn’t work like that with the PR newswires. Press releases won’t get you on the news or TV, regardless of how much you pay for distribution.
No reporter is going to the PR newswires looking for story ideas. However, there is a role for press releases with content marketing and SEO.
Entrepreneurs frequently ask me which PR newswires are the best.
Technically, the major PR distribution companies all use the same technology so in theory, there shouldn’t be an advantage with one company over another. (I know this because we researched it).
If that’s the case, why do some press releases get more traction?
Search engines are tricky, and Google never reveals its algorithm. However, Google openly admits it places a priority on good content. If a press release is written well, and has a news peg, your chances for online exposure grow dramatically.
Writing Style and Quality Content Play Pivotal Role in Exposure
Press releases can get more exposure when the writing style is solid and not filled with grammatical errors. This includes style errors that are flagged with the PR distribution companies. If you don’t take those guidelines seriously from the beginning, it doesn’t matter who publishes your press release. It won’t get traction.
For example, a press release can’t be in first person, and quotes should be in the AP style. A poorly written press release will get buried with the search engines.
It also helps if you organically share the press release with editors. In the case with our PR agency, we always push the press release to targeted editors. This not only increases our potential for media coverage, but it introduces our story directly to the writers.
Here’s another look at when press releases can help your brand.
Get Announcement On The Record
When clients have big announcements, like a spike in users or a new partnership, press releases can get it on the record. Every time our PR agency wins an award, we put together a press release. And it’s led to new business.
A few years ago, I worked with a digital health client that was weeks away from receiving full recognition from the CDC for their virtual diabetes prevention program. We prepared a press release in advance so the company would be ready for the announcement.
Today, if you research this company online you will read how it was the first CDC virtual provider recognized for the diabetes prevention program. That exposure wouldn’t have been possible without a press release.
About Mark Macias
Mark Macias is a former Executive Producer with NBC, Senior Producer with CBS, and frequent contributor to Forbes, CNBC and Entrepreneur. City & State Magazine named him to their PR Power 50 list in New York. He founded MACIAS PR in 2009. The agency has led B2B and B2C media campaigns for brands across healthcare, tech, politics and nonprofits.