The press release, journalists' preferred source of information
"Trustworthy": Journalists consider the press release as the most reliable communication channel for companies, according to this Cision study. It significantly outperforms its digital counterparts, social media, and corporate websites, which do not gather unanimous trust: only 2% of journalists trust them, compared to 57% for the press release. A significant gap.
Explaining this difference: The rise of the fake news phenomenon is certainly not unrelated. Once a traditional tool for press relations, now digitized, the press release stands as a mark of reliability. Beyond being a direct point of contact with communicators, it allows journalists quick access to vital information and a broader context. From the headline to the lead paragraph and through the press contact details, its standardized format imposes structure and reassurance. Not to mention the inclusion of images, videos, audios... as multimedia contents that enable journalists to enrich the topics they cover.
Already notable, their vigilance has further heightened. Faced with the dissemination of false releases, source authentication is more critical than ever for journalists. To prevent the spread of fraudulent information, companies can certify their communication documents using blockchain technology. This method ensures content reliability and enables journalists to verify the sender of the release with just a few clicks.
The Press Release: A Tool for Improving SEO and Generating Traffic
80,000 Google searches are conducted every second. Search engines offer incredible exposure to online content... that is well-indexed. For instance: on a search query, 75% of clicks happen on the top 3 results, according to a BackLinko study. Therefore, for generating website traffic, search engine positioning is a strategic concern for companies. Natural referencing becomes essential. To optimize it, several tools exist. One of them: the press release.
In an era where online competition is increasingly fierce, the press release proves to be an integral element of a company's communication strategy. Well-crafted, it helps search engines find, index, and rank content. How to optimize a press release for good SEO? Here are some tips:
- Incorporate keywords and phrases into the content that align with the brand's identity, ensuring they're placed in the headline and lead paragraph.
- Insert links to internal and external web pages, always favoring content from authoritative sources—those from trustworthy sites. It’s good to note: if your press release contains between 500 and 600 words, it's customary not to insert more than 3 links.
- Add images, videos, audios... to the press release. These elements can be accompanied by alternate text - also known as ALT tags - optimizing the release's indexation by search engines.
Good practices to follow, but always keeping content a priority! While optimizing for natural referencing remains essential, it shouldn't overshadow the primary purpose of the press release: sharing news with journalists. A good SEO strategy positions your content well on search engines, but beware the disillusionment if the quality of the release doesn't meet expectations... In short, remember that the press release should primarily be written for journalists - optimization for search engines follows.
The Press Release: Cost-Effective Media Coverage
To enhance their visibility, brands might initiate advertising campaigns. Press announcements, radio spots, billboards... actions that often come at a cost. A contentious issue, especially for small businesses. How can they gain visibility among their audience without spending too much? The press release is a tool at their disposal, allowing them to gain visibility at a lower cost.
Did you know? 35% of journalists use press releases daily to write their articles, according to this Lianatech study. The traditional tool for press relations remains essential in newsrooms. It provides media coverage for companies, provided it is judiciously targeted! Indeed, journalists prefer picking up news that aligns with their expertise, their media's editorial line, and their target audience... Hence, the importance from the outset of properly crafting the release and optimizing the contact list.
The value of the press release isn’t confined to its distribution. Communicators can track the impact of their press relations campaign by analyzing essential performance indicators or by integrating tracking links into their release. A great way to further evaluate the effectiveness of this communication tool
Emma Alcaraz