Modern Press Release – How and why to write them?

Probably you have heard already terms and phrases like “back to the basics”, “old school”, or “traditional PR” associated with a press release. That brings the question if press releases are still useful and needed. Companies are telling their success stories  through a surplus of multichannel communication tools, so is there a need to use of a press release when we can share  everything on LinkedIn, Facebook, or Twitter?

But there are some important reasons why press released are still important:

1. Authority – Press releases are de facto statements of record for an organization, and as a result, they convey credibility and are perceived as being official, verifiable – by both professional media and the public.

2. You’ve got BIG news – Ok, as an entrepreneur or small business owner, how often will you launch a product or a service? Once a quarter?  Once a year? As a sales manager, how often will you sign a really big client? These are examples of important milestones for your company – make the most out of it by letting as many people know about it as possible.  A press release combined with the reach of a newswire can do that for you.

3. You want to get new customers to your SALES funnel – If you have an online business, chances are you have a website where potential clients go to check you out.  How are you capturing leads? Do you have a special report you’re giving away? A product sample? Do you have a blog with killer content?

4. You want to get MEDIA attention – Let’s not forget the original intention of a press release is for journalists, bloggers and other influencers to find you.

With all these exciting new developments in online marketing, you might be still thinking, that you can publish everything on your website and on social media so why to write a press release?  Companies still send press releases because they’re an effective way to spread the word about your company. Press releases, when written and distributed efficiently, can strengthen brand awareness, increase sales, and generate buzz about your company and products.

So there are definitely also some voices stating that press releases are still alive and they are quite well. But one thing is for sure, in the modern PR we need at we need to change the way we go about writing the release. So how to write a modern press release? Simple, stop writing press releases, and start writing news stories!

So what’s new with the press releases? The  modern press release is different than it was because it actually does get published as is. Thanks to online services, your press release becomes web content, which means it has a shot at automatically becoming news. Nowadays the story you are writing must be better than ever. The media has been somehow disintermediated. The Internet has changed the rules significantly. Your potential customers read your press releases directly and they can just close the window if they don’t like it so you need to be talking their language.

The new rules of press releases

Find good reasons to send the press release. You can write about everything on your blog and on social media, for the press release choose something really big:

o You CEO is speaking at a conference?

o Your company, product, or service was reviewed favorably?

o You have added a product feature?

o You have a case study about how you helped a client or made a client money?

Create press releases that appeal directly to your buyers.

Write keyword-rich copy. 

Create back links in releases to deliver potential customers to landing pages on your Web Site.

Optimize your press release for SEO. 

Define a call to action – drive people into the sales process with press releases

An effective press release strategy,  drives a clear action. The new way of writing press releases requires to set up a goal – to sell products, generate leads, secure contributions, or anything else related to your business. Press releases should draw visitors into the sales-consideration cycle, then funnels them towards the place where action occurs.

Karol Pokojowczyk

Karol Pokojowczyk is the CEO and Founder of – an online Growth Hacking Tool. Previously founded 2.0 Web Solutions (Drupal Agency), managed developers and helped number of companies grow online.

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