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Press Release

A press release, news release, media release, or press statement is a written or recorded communication directed at members of the news media for the purpose of announcing something claimed as having news value

What is a press release?

In terms of marketing, it's basically just a story that may interest the general public or a market segment relating to your business or organization. The format is a cross between an article and an ad - very similar to the 'ad article' strategies that I've written about before. A press release tends to be more objective than promotional copy and is often in interview format. The usual marketing hype is definitely a no-go zone.

A press release is submitted to media distribution outlets in the hope that they will run with the story or request an interview. Press releases are the lazy way that news services gather stories :).


What are the benefits?

Rapid coverage:
As news is all about currency; the chances are that your press release will be distributed very quickly if it appeals. After submission, expect some initial results within 24 hours of distribution.
Ongoing promotion:
Most services archive releases; so it's an ongoing form of promotion. Search engines may pick up on the release when it is published on other sites. This creates another avenue for people to find you and to possibly improve your search engine rankings through link popularity factors.

Journalists love search engines; so even as your release becomes dated, you may be still contacted by them in relation to other stories they are working on. 

If a respected media outlet or industry authority picks up your news item and publishes it, the readers of that service will immediately feel that your company is credible - an element vital in turning leads into clients.
Extra content for your site:
Any release that you create can also be included in a separate section on your site. It creates a good impression on your visitors and clients, provides ready information for journalists who may stumble upon your site and acts as excellent search engine fodder.
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