(Newswire.net — September 16, 2020) — In the age of social media, there are often questions about the legitimacy of press releases. A 2015 study found that 63% of Facebook and Twitter users reportedly got their news from those social media platforms.
If so many people are turning to the tweets and posts of celebrities and industry insiders for their updates, do press releases still matter?
The fact is that a press release is still an effective way to release information and can lend legitimacy to your brand. The real question is, how do you make sure that your press release is pulling enough weight?
Read on to learn more about press releases and when you should release them.
Using a Press Release the Right Way
The truth is that if you don’t understand the purpose of press release content in the 21st century, you’re going to have a tough time using them correctly.
A press release is not like a Tweet, blog post, or news article. Instead, it is a way for a person or brand to release just enough information to get people interested or address their concerns.
For example, imagine that your brand is coming out with a new line of products in the fall. You might release a press release that hints at what the product line includes and when it’s dropping, but leave the rest up in the air. This will bring media and viewer attention to your brand, as they will be left wanting to find out everything they can about this new line.
When Should You Send a Press Release?
As long as you know what a press release is designed to do, it won’t be hard to put one together. Either you or a copywriter can put together a solid press release in no time.
Now, the question is, when should you send it? Believe it or not, there is a right and a wrong time to share this information with the world!
When Something Major Has Occurred
Some press releases can’t wait because they’re too time-sensitive. This is especially the case if you need to make sure that you’re controlling the narrative.
For example, let’s say that you have recently represented your brand at an industry conference. You shared information about your brand, products, or services in front of other industry representatives who are not connected to your business.
If you don’t want any information to get “leaked” to the press from someone outside of your business, you’re going to want to get your press release put together and sent to editors as soon as possible.
Press releases also tend to come in handy when the situation isn’t so great. If your brand has come under fire for faulty products or upholding a less-than-flattering view, you’re going to want to take advantage of a press release ASAP.
These kinds of press releases usually include official statements from a major representative or from the person responsible for the mess. Getting these out quickly can be a good way to perform some damage control while you sort out a more finalized solution.
When You’re Ready to Drop More Information
Imagine that your favorite director announces that they’ve selected a cast for their next movie. Until this moment, they hadn’t said a word about starting another project, so hearing about the cast is a pretty exciting way to find out that something big is coming!
Now, imagine that for several months, the director says nothing else. They reveal nothing about the plot, a release date, or even a title. No teaser hits the internet and none of the actors can comment on what it’s like to work with them.
As a fan, this isn’t what you want to see. Viewers, fans, and consumers love a good surprise, but you can’t build them up just to let them down.
Make sure that by the time you’ve sent out a press release, you’re five steps ahead of what comes next. If the press release goes as planned, you’re going to have reporters asking for interviews and followers asking for more information on social media. Make sure that you’re ready to keep that momentum going.
When Editors Have Time for You
When you use press releases in the most traditional sense, you don’t post them online, yourself. Instead, you send them to editors of relevant or major publications and media outlets who will hopefully take the bait and follow up.
Remember that editors tend to have very full inboxes. Don’t send them your press release on the weekend or during a holiday, or it’s going to get buried under everything else they receive during that time. You may also want to skip Monday (when they’re wading through all of the weekend’s news) and Friday (when they’re wrapping things up).
We find that the sweet spot tends to fall somewhere in the middle of the week like Wednesday or Thursday. Press releases also tend to get more recognition from editors when they arrive early in the morning, around 8 or 9 am. Sending a press release at this time of day ensures that your email is going to be at the top of an editor’s inbox from the moment they walk through the door.
Give Your Press Release a Chance to Shine
While social media has certainly changed the way we share and receive information, it hasn’t made the traditional press release obsolete. The key is to use your press release the way that it’s intended and send it into the world at the optimal time. Otherwise, you’re not giving your press release strong legs to stand on!
When you report the news, you get to see a lot of press releases in action! Take a look at our breaking stories and see if you can spot the ones that began as well-used press releases.