When Press Releases Do (and Don’t) Help Your Marketing
Do not rely on press releases to be the way you prove to your boss that public relations is a necessary part of your marketing strategy. Press can be measured in some ways, like how many times your press release was reposted, or referral traffic from the release (if you used tracking tokens in your release’s links), but it’s hard to get an accurate number of just how many leads or customers are generated as a result of your work.
4) Press releases are not cost effective.
Posting one press release can cost hundreds of dollars, if not over a thousand dollars. Many times they are not picked up by journalists and are simply reposted on other websites. They have become a bit outdated as public relations relies more on building relationships with the media instead of sending out hundreds of emails with press releases to journalists you may not even know.
Marketers, instead of spending your dollars on posting press releases to the wire, spend time meeting with journalists, figuring out what they look for before writing a story, and finding out what beat they write about. Building these relationships with the media will end up paying off much more than having a strategy where you simply post press releases onto the wire.
What other things are press releases great for — and not so great for — in your marketing?
References
- ^ publishing press releases (www.hubspot.com)
- ^ Dan Zarrella’s research (www.hubspot.com)
- ^ article by Search Engine Watch (searchenginewatch.com)
- ^ article quotes Matt Cutts of Google (www.seroundtable.com)
- ^ Ionics (www.flickr.com)
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