Back in the day, a press release was delivered in the form of a 400+ words document filled with photos, CDs, DVDs, brochures and other supporting materials. In other words, press releases used to be one-way, informative documents with a final note inviting readers to contact your brand in case they had questions or concerns.
Today, press releases are the opposite. They can be in the form of a tweet, Facebook or Instagram post, or even a YouTube video. Thanks to the social media boom, press releases are now collaborative, fluid, visual and in some cases, viral.
It would be a mistake to think that the old press release format is dead because there are companies that still use that format to reach out to newspapers and magazines. It’s more accurate to think that press releases have evolved into a more dynamic format that allows the brand to have a deeper connection with its audience. Press releases are being shared on many brand’s websites, blog sites, social media channels, mobile apps and news publishing platforms.
The beauty about the new press release is that it allows those who truly believe in your brand to be a part of it by liking, commenting or sharing your press releases. In addition, the process to create the press release is shorter and in different formats. It also enhances search and social optimization.
In order to write a press release, you not only need to be a good writer, but you also need to understand the basics of Search Engine Optimization (SEO) writing. Moreover, it’s important that you create a plan to frequently share press releases online, and that you match the press release with visuals. A good idea is to share the text in HTML format instead of PDF if the press release is destined to be on your website.
Finally, double-check all the links you add to the press release. Make sure they all work, and that they follow Google’s best practices. Don’t forget to share interactive press releases, and remember that, here, at Greenberg Communications, we can help you with the perfect press release and much more!