Press releases in marketing: when do they make sense?

Press releases help journalists and editors verify information about your company. The aim is also for journalists to report on the content of the press release and thus become aware of your company. In this article, we show the advantages and disadvantages and how you can use press texts for your company in terms of marketing. We address the following questions:

  • What is a press release or press text?
  • Why a press release?
  • What is the goal of a press release?
  • How is a press release structured?
  • What are the pros and cons?

Definition: What is a press release or press text?

The press release is a public relations tool. This is where communications from companies, institutions, PR agencies or members of the public are forwarded to the press. The aim is to increase the public perception and reach of a company through editorial reporting in the media.

The advantages and disadvantages of a press release at a glance

The advantages

If you are thinking about using a press release as a marketing tool, you should be aware of the advantages and disadvantages in order to use the tool for the right purposes. Here are the advantages that such a message brings with it.

1. Low cost

It usually doesn’t cost much to prepare a press release when compared to other press work tools. Basically, only the working time of the person who creates the press text has to be paid. Sending to important press representatives is free of charge. There are also no costs for placing the message in specialist media. So if you just take a look at the costs, a press release in marketing is definitely worth it.

2. Awareness raising

A press release can ensure that the relevant media report regularly about your company. This in turn leads to an increase in awareness within your own target group. In addition, this can also increase the reputation of the relevant media representatives. Anyone who regularly provides press representatives with interesting and relevant information will notice after a while that they will turn to you for new news about the company. But that can take a while.

3. Mention in other publications

The aim of a press release is to make the new information about your company known to as many people as possible. Therefore, many companies already achieve their goal by sending the notice to many publications, which publish them in various online posts. Other media that then read this press release also have the opportunity to publish it in their articles. You can achieve a lot with relatively little effort.

4. Link Building

In addition to increasing awareness, the distribution of press releases also has the advantage that you can do link building. Because when an article appears online that reports on your own company, there is always a link to your own website. The press release should therefore contain keywords by which it can be found in the search. As soon as other journalists read the publication, they may pick it up and incorporate it into their own articles.

The disadvantages

The disadvantages should not be ignored either. In the following we will therefore also show you which disadvantages a press release can have in general.

1. No communication with consumers

While it’s good when a press release catches a journalist’s interest, the same doesn’t have to apply to your target audience. Because consumers like to read information that is easy to understand and short and to the point. Press releases are often quite long texts that are not always immediately understandable for everyone, since they are mainly written for journalists.

2. Difficult to measure

The best way to prove whether a marketing measure was successful or not is to use numbers and data. With press releases, however, it is often very difficult to measure the success of numbers. It is simply difficult to determine how many users viewed the notice on a website and how many journalists wrote about it.

3. No Guarantee of Notice

Even if you have written a very good press release and sent it to many journalists, that does not guarantee that a journalist will include it in an article. Sometimes the timing for a release isn’t right or the target group isn’t completely right. So you always have to reckon with the fact that the message doesn’t make it into an article and the work was in vain.

4. SEO improvement only slight

As previously mentioned, link building can lead to SEO improvement. However, press releases alone are rarely enough to achieve real improvement. Because the messages are only published online for a while and eventually deleted. Therefore, they disappear again very quickly on the pages of the search engines.

The structure of a press release

If you decide to publish a press release, you should also know how it is structured. Certain standards have established themselves here in the meantime. The structure can look like this:

  • Headline: To the point and not too long
  • place and date
  • Say the most important things right at the beginning
  • Preamble or introduction: The most important W-questions should be answered here
  • Middle section: space for details and background information, please give names and numbers
  • Information about the company and contact details
  • Note: Never longer than one DIN A4 page

Conclusion

A press release can be a useful marketing tool. However, one should not approach the text with too high expectations. It’s often more worth using the message in combination with other marketing tools to achieve the best effect.

Frequently asked questions (FAQ) about the press release in marketing

What is a press release?

A press release is a public relations tool. This is where communications from companies, institutions, PR agencies or members of the public are forwarded to the press.

How is a press release structured?

A press release can be structured as follows:
1. Headline: To the point and not too long
2. Place and Date
3. Say the most important things right at the beginning
4. Introduction: The most important W-questions should be answered here
5. Middle section: space for details and background information, please give names and numbers
6. Information about the company and contact details

What is the goal of a press release?

The aim of a press release is to increase public perception and reach of a company through editorial reporting in the media.

Why a press release?

Press releases help journalists and editors verify information about your company. The aim is also for journalists to report on the content of the press release and thus become aware of your company.

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