In today’s content-flooded world, it takes consistent and carefully-planned effort to keep your organization and the products you offer standing out from the noise. Most digital marketers know that an effective online presence including a voice on social media is critical. Likewise, the press release, a long-standing and ubiquitous presence in legacy media, is an often-overlooked but potentially very powerful tool in the digital context.
Some online marketers might tell you the era of the press release is past. And at Wodu Media, we tend to agree that most press releases are largely ineffective as marketing tools. In today’s world, there are too many marketers, too many press releases, and too few journalists. That’s why the average press release does not attract coverage.
The “average quality” digital press release does not work.
So why are digital press releases still so widely distributed, and why do giants like Ford and General Electric still rely on them as a mainstay of their marketing/PR strategy? Because a well-designed, engagingly written, information-packed press release is one of the best ways to capture and hold attention in today’s 30-second soundbite-driven world. Press releases also play well on social media channels because, when done correctly, a press release is one of the most shareable pieces of marketing content you will ever launch
Today’s press releases can go beyond the ready-written article style of the past to present your audience with a rich multi-media experience. Text, graphics, and complex numbers can be presented in an attractive, accessible format. Go interactive with buttons and thumbnail links. Include an infographic or even audio/video media. A modern press release can be as rich as you want it to be, offering the new angles and additional resources that are attractive to journalists and others who may be looking to cover your story.