What is a Press Release Marketing Strategy
A press release marketing strategy is a comprehensive plan for how your business will use press releases to achieve specific marketing and communication goals. It involves thoughtfully creating, distributing, and leveraging press releases as part of your overall marketing efforts.
A well-developed press release marketing strategy typically includes:
- Clear objectives for what you want your press releases to accomplish (brand awareness, product launches, crisis management, etc.)
- Identification of target audiences and media outlets that will receive your press releases
- A content calendar outlining when and how frequently you’ll distribute press releases
- Guidelines for creating newsworthy, compelling press release content
- Distribution methods and channels (wire services, direct media outreach, social media)
- Measurement criteria to evaluate the effectiveness of your press release campaigns
- Integration with your broader marketing, PR, and content strategies
The key difference between simply issuing press releases and having a press release marketing strategy is the systematic, goal-oriented approach. Rather than sending out disconnected announcements, a strategic approach ensures that each press release contributes to specific business objectives while maintaining consistent messaging and timing that maximizes its impact.
Why Include a Press Release Marketing Strategy as Part of Your Marketing Plan
Including a press release marketing strategy in your overall marketing plan offers numerous benefits that can enhance your business’s communication efforts and overall market presence. Here are the key reasons why this strategy is essential:
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Increased media visibility
A strategic approach to press releases increases your chances of getting media coverage. When you consistently distribute high-quality, newsworthy content to relevant outlets, journalists begin to recognize your brand as a reliable source of information in your industry.
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Enhanced credibility and authority
Press releases that are distributed through reputable channels help establish your business as a trustworthy authority. This third-party validation carries more weight than self-promotion through advertising.
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Cost-effective marketing
Compared to paid advertising, press releases often offer a better return on investment (ROI). While there may be costs associated with distribution services, the potential media coverage and audience reach can far exceed what you would achieve through an equivalent advertising spend.
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Search engine optimization benefits
Well-crafted press releases that include relevant keywords can improve your online visibility. When published on high-authority news sites, they create valuable backlinks to your website, potentially improving your search rankings.
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Control over your narrative
During company milestones or challenging situations, press releases provide an opportunity to shape the narrative around your brand. This controlled messaging helps maintain your brand reputation.
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Complementary to other marketing efforts
Press releases can amplify your other marketing initiatives, whether you’re launching a product, announcing an event, or sharing research findings. They create additional touchpoints with your target audience.
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Measurable results
With digital distribution platforms, you can track metrics like views, engagement, and conversion rates from your press releases, allowing you to refine your approach over time.
What is a Press Release?
A press release is a document that informs journalists and media outlets about an important business event. Some of the topics a press release might discuss include:
- New hires
- New service or product
- Partnerships
- Industry awards
- Key recognition
Journalists and your customers would be interested in the information you promote in a press release. They’re a great way for your business to get the attention that it might not have in normal circumstances.
A Simple Press Release Marketing Strategy for Small Businesses
Because press releases have such a powerful potential to build your business, we recommend that every business, especially small businesses, create a press release marketing strategy and plan.
Here are some elements that can help in that plan. You may not choose to include every one of them, but the intentional process of going through these elements can make a huge difference in the quality and results of your marketing efforts:
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1. Set Clear Goals
Decide what you want your press releases to achieve throughout the year. This could be:
- Increasing local awareness of your business
- Announcing a new product or service
- Sharing an achievement or milestone
- Promoting an upcoming event
Keep it focused on just 1-2 primary goals to maintain clarity and direction.
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2. Know Your Audience
Identify who needs to hear your news:
- Local customers
- Industry partners
- Community members
- Specific demographic groups
Understanding your audience helps you craft messages that resonate with them.
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3. Create Newsworthy Content
Develop press releases only when you have something genuinely interesting to share:
- Business milestones (anniversaries, expansions)
- New products or services
- Community involvement
- Awards or recognition
- Special events or promotions
Focus on how your news benefits your audience, not just on promoting your business.
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4. Plan a Simple Calendar
Map out potential press release opportunities throughout the year:
- Quarterly business updates
- Seasonal announcements
- Planned events or launches
Aim for quality over quantity — starting with 4-6 strategic releases per year is a great target for many small businesses.
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5. Distribution Made Easy
Use these affordable distribution methods:
- Work with a quality press release distribution service like eReleases to distribute your press releases on PR Newswire and to targeted individuals in the media
- Direct emails to local media contacts
- Free or low-cost online press release services
- Your own website and social media channels
- Local business organizations and chambers of commerce
- Industry-specific publications
Create a simple media contact list with email addresses and keep it updated, or let a service like eReleases handle that all for you.
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6. Build Basic Media Relationships
Develop connections with local reporters:
- Follow and engage with them on social media
- Read their work and reference it when relevant
- Offer yourself as a resource for industry expertise
- Keep communications brief and relevant
Remember that genuine relationships increase your chances of coverage.
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7. Track Simple Metrics
Measure success with easy-to-track indicators:
- Number of media pickups
- Website traffic after press release distribution
- Social media engagement (shares, comments)
- Customer mentions (“I saw you in the paper!”)
- New leads or sales following announcements
Use free tools like Google Analytics to monitor website traffic.
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8. Integrate With Your Marketing
Connect your press releases with your other marketing efforts:
- Share coverage on your social media
- Add media mentions to your website
- Include press highlights in your email newsletter
- Mention press coverage in conversations with customers
This reinforces your message and maximizes the value of any coverage you receive.
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9. Be Prepared for Problems
Have a simple plan for handling negative situations:
- Designate who will respond to media inquiries
- Prepare basic statements for common scenarios
- Know when to seek professional PR help
Even a simple framework helps you respond appropriately if issues arise.
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10. Learn and Improve
After each press release:
- Note what worked and what didn’t
- Ask how you could improve next time
- Save examples of successful coverage
- Build on relationships that proved valuable
This ongoing learning process helps refine your approach over time.
By focusing on these simplified elements, small businesses can implement an effective press release strategy without requiring significant resources or expertise. Start small, be consistent, and build your approach as you gain experience and see results.
When Should You Issue a Press Release?
As we mentioned earlier, it’s essential to distribute a press release when you have major news about your company. This news should be information that impacts your customers or is a change that they should be aware of.
When Should You Not Issue a Press Release?
While it’s important to create a consistent schedule for promoting your company, you shouldn’t distribute a press release too often. If you send out too many press releases, journalists might not write about your news.
Press releases should be tied to significant events. If you want to share information or tips with your customers weekly, you might explore posting blogs on your website.
Tips for Developing Press Release Content
Writing a press release can be overwhelming, but it doesn’t have to be. Many companies think they need to write a press release filled with witty and catchy content. It’s best to be straightforward when creating a press release.
Every statement that you make in a press release should tell the reader something important about your news. There shouldn’t be any fluff or filler sentences in the content. It’s best to start with the most important information at the top of the release before following it up with secondary information.
Unique Value Proposition
The unique value proposition (UVP) is the most important thing to include in your press release. This statement tells the reader the following information:
- The benefits of your news
- What makes it different than your competition
- How your business solves the problems of your customers
When you focus on the UVP when drafting your press release, you can highlight why this news is important to your reader. This statement might be the one thing your readers pay attention to when looking at your press release.
Don’t Write in the First or Second Person
You should write your press releases in the third person. Don’t use the following words:
- I
- My
- You
Even if you’re writing about yourself, use your first and last name. Some press release distribution websites won’t accept press releases if they’re not written in this way.
Highlight the Features
If you’re writing a press release about a new product, you want to include its features and benefits. You’ll also want to discuss the following items:
- Price
- How it’s different from similar products in the market
- A quote from someone at your company
- Images and/or videos
- Links to where people can purchase the product or find out more information
Tell a Story
Press releases should capture the attention of your reader within the first few sentences. For example, if you’re announcing your new company, you should focus more on what products you’re selling.
Talk about how you developed your business idea during a tough economy. Consider what makes your story unique.
Benefits of a Press Release in a Marketing Strategy
Some might consider press releases to be a thing of the past. Let’s discuss some of the ways press releases continue to benefit businesses when included in a digital marketing strategy.
Establish Credibility
Distributing relevant and interesting press releases enables your business to build credibility with journalists and potential and current customers. It’s a great option for new businesses looking to get a leg up over their competition.
One of the best things about press releases is that you can control the narrative around your brand. While they’re primarily used to highlight new information about your organization, there might be a time when your company is going through a negative press or an internal crisis. You can publish credible facts about the situation without having a “spin” on them.
Create Relationships With the Media
Press releases open up communication between you and journalists. Media outlets get hit with press releases and pitches multiple times a day. A journalist will pay attention if you send them a well-written press release on a topic they’re interested in.
A journalist might not be able to write about your news or product at that time. However, they may be more willing to work with you in the future since you’ve established your business’s credibility with them.
Build Your SEO Traffic
A press release should incorporate search engine optimization (SEO) best practices into the content. Search engines can find and rank your press release. Users can find your press release and learn about your business when they search for a word or phrase that’s mentioned in your release.
You can also repurpose your press release to create more content for your website. It doesn’t take a lot of time to make a few alterations to your press release, turning it into a blog that you post on your website. You can also have a separate section on your website where you share company news and link to published press releases.
Journalists Look for Press Releases
While journalists are inundated with press releases, that doesn’t mean that they don’t want to hear about a good story. Press releases are one of their main resources for finding newsworthy information to write about.
Increase Your Customer Base
Press releases get your information in front of a wide range of customers. Your press releases can help your company rank higher in search engine results, catching the attention of customers. Your website’s traffic will organically increase as customers find your business through internet searches.
How to Write Different Types of Press Releases
While there are many reasons you might want to issue a press release, the general format is the same across the board. Every press release should include the following basics:
- Your company’s contact information
- “For Immediate Release” written at the top
- Your business location
- A company bio at the end of the release
- A strong headline
The first paragraph of your press release should say what your announcement is. It should also provide a little context about your business and what you do.
The following two or three paragraphs should include the quote we talked about earlier. This is also a great time to include bullet points that outline key information about the news, like product features.
Your final paragraph should be a section about your company. This is also a good spot to include links to your website and social media pages.
Partner With an Experienced PR Writing Firm
Developing a press release marketing strategy is key, especially if you have multiple products coming out in a short timeframe. You want to ensure each bit of news gets the attention it deserves.
Learning how to write a compelling press release can take time. That’s where eReleases come in. Contact us today to learn more about our press release writing and distribution services.