Leveraging Press Releases to Strengthen Your Brand’s Image

Press releases are conventionally known to be used for announcing some newsworthy information such as a new product or service launch, inauguration of a new plant or equipment, a conference or seminar being held somewhere, etc. Creating a press release to provide information about such events is the conventional way of reaching out to the audience. Times have changed and so have the media platforms that carry the press releases even though the traditional print media is still going strong. Today, online media is dominating the world of news and events and this is where press releases are making a huge impact that brand marketers find interesting.  

How press releases improve brand image

A press release is as much a media vehicle as any other format of content distribution like blog, article, social media post, etc. In fact, when you choose professional PR distribution sites to circulate your press release, you can rest assured that it will reach a targeted audience that is relevant to your product or service. A professional PR agency will take care to send your press release to media outlets that cover your industry. This way, your brand will attract substantial recall from an audience that is interested in what your product or service has to offer.  

Repurposing a press release for brand building

As a marketer it important that you understand the advantages of utilizing press releases not just to announce some event or new development but also use it to promote your brand’s story. You need to have enough stories for creating a press release every week to highlight the different aspects of your product or service offering. In this way, you will be able to present something new in every press release you send out and update your audience much better about your brand. However, repurposing a press release to meet brand marketing objectives requires special writing skills.

Press releases offer more credibility

The main difference between a press release and other formats of content delivery such as advertisements, social media posts and blogs is that the press release gets published on established third party media outlets. These are trade and industry journals that cover specific business and industry segments and invariably offer good traction with the audience when your story appears on their pages. It is not always easy to get published on a reputable journal unless you decide to get your press release circulated through reliable PR distribution sites.

Today, most marketers include press releases as a critical part of their marketing mix but that is easier said than done. It is not really easy to get your press release published in reputable journals and publications unless the editors there feel it is worthwhile to carry your story. These are generally the desk editors who make the decision to carry a particular press release or not. They are the ones who work on the editorial flow of content getting published. Professional newswire agencies have good rapport with these editors as they are considered to be viable sources of news feed. When your press release is distributed by such an agency it stands a good chance of getting published.