These days, it’s not uncommon to read about the supposed death of the press release. Interesting how some seem to want to see it go away, as it’s still widely used by reporters to prepare stories, especially now when we see so many staff cuts and even witness entire publications folding.
But, Business Wire, a leading news wire service, just published a report stating that 89 percent of reporters had used a press release within the last week. Hmmm….something doesn’t add up here!
That’s a LARGE percentage, no matter how you slice it. For any naysayers out there, this should be yet another proof point that press releases still play an important role in our PR programs. (See more here on my thoughts on this topic, in this article published on Ragan’s PR Daily.) While there are certainly best practices that should be applied so that releases are actually providing value to reporters, if anyone tells you they’re not vital to an effective PR effort, they’re just plain wrong.
The report went on to say that 75 percent of reporters prefer graphics/infographics be included in a press release, while more than 70 percent like photos to be added. And, almost 80 percent say they turn to a company’s online newsroom when researching a company or organization. Many companies don’t even have an online newsroom–meaning it’s time to add one!
So, the bottom line is this: The press release is, in fact, alive and well, and absolutely has its place in today’s PR world. Don’t overlook this important tool in your marketing and PR arsenal!