In business, we still consider press releases as a fundamental part of the communication cycle when marketing new product launches and events. It is, after all, a direct link to local media publications. But it’s hard to know how much it helps and if it’s worth the effort. After all, people’s attention spans have gotten smaller and press releases generally aren’t very short. Additionally, there’s so much media for people to consume, it’s hard to get through all the noise. From a journalist’s point of view, it’s a necessity. For a company, it can feel more like a throwaway tactic if it doesn’t result in increased sales, user engagement, or even web traffic.
But it’s a business standard for a reason. At the very least, it helps to establish credibility and gives companies the chance to control the narrative. For a smaller company, credibility is vital to success. If customers decide they don’t want to purchase from a larger company, they need to know they won’t regret buying from a smaller company. Seeing educational content on the company blog is a great start, but seeing press releases about the company from other sources is better. Companies are still able to control the messaging, but the fact that it comes from a different source adds to its overall credibility. So, while press releases are no longer useful in the same way they used to be, there is still a benefit to using them.
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