The Purpose of a Press Release and Why it Engages Readers

Be it companies of any size – the most significant purpose of a press release is to enhance brand awareness. It will help you get more exposure for your business!

In this post-pandemic era of cut-throat competition, a business, irrespective of its size, cannot survive without the possession of media coverage. One of the most widely used and efficient forms of this tool is the Press Release. Be it any purpose like -introducing or promoting a new product or service, sharing important company news, or raising awareness about a cause, Press Releases go out and beyond when it comes to reaching the key and targeted audience. The aspect of press releases that makes them so popular is their fluidity, that is, any company from any industry can reap their benefits.

But often people fail to realize what exactly the purpose of a press release is. A press release refers to a formal statement made by a business to the media, stakeholders, and the general public.

Some of the primary purposes served by a press release include:

• Media Coverage

Releasing a PR is one of the surest ways in which companies can reach out to journalists and media outlets. Small and upcoming businesses that do not yet have a rapport with journalists or extensive media contacts can find in press releases the key to their PR efforts. However, in most cases, paid press releases have proven to yield better results than free ones. Considering the number of emails journalists and media houses receive daily, a press release is a surer way to help a piece of news stand out.

• Making Announcements

Press releases provide the perfect platform for companies to make all forms of announcements. These announcements include: news of an upcoming event, product/service launch, business launch, mergers and acquisitions etc. They are thus an important form of communication, helping the brand remain in touch with the general public while enhancing its relevance. Being an effective way of drawing attention, any announcement or interesting story can be brought to the notice of journalists.

• Building Relationships

Networking is a key tool in helping businesses grow through things like creating product hype and expanding reliable journalistic sources for quality media coverage. Efficient network building generates trust and can even lead to collaborations that can help enhance brand visibility. Creating meaningful business and media relationships can help enhance the reputation of the brand and lead it to ruin.

• Brand Visibility

Press releases are indispensable tools when it comes to getting the word out about the products, services, and developments of a company. Therefore, it generates awareness among the target audience. A well-crafted PR is a cost-effective marketing tool in itself. And once one has mastered it, nothing can stop them from gaining prominence in their sector, which is why several firms and individuals seek the help of reputed press release distribution companies.

• Crisis Management

In case of a crisis that the company had no hand in. A press release can be sent in order to extend support for the victims. However, if the crisis had been the fault of the company, such as bad consumer experiences, faulty products, or similar scenarios, a PR is significant in controlling the narrative of the story before negative media coverage does too much damage. Well, in this case, the timing is of the essence. A timely reaction in such matters can save the company from coming under severe fire from critics and the general public.

What makes press releases so popular among readers?

There are several reasons why readers find themselves compelled to check out a press release, some of which can be encapsulated under the following heads:

• Clarity

What makes press releases stand out is the clear and concise writing which includes content that is free from grammatical and syntactical errors as they are often written by experts with the aim of being picked up by journalists. Errors like these not only prove that the content has been written by an amateur but can easily lead to it getting discarded. The clarity and brevity of the writing enhance its readability and convey all the important information to the readers through a quick scan. A longer press release can lead readers to lose their attention and prevent them from reading any further.

• Consistency

All press releases are written from the point-of-view of a third person and in an active voice, thereby ensuring that the tone and perspective of the content remain consistent throughout. The third-person POV ensures that the writing remains objective giving the reader the impression of the authenticity of the news while the active voice instills urgency, compelling them to read further.

• To the Point

All the important information is provided up-front to the readers, ensuring that they do not waste their time skimming through the pages. They can keep reading if they find the topic relevant to their interest or skip it at the very outset. This proves especially helpful for journalists in deciding whether a press release is newsworthy or not. Unlike blogs or other articles, Press Releases hand out straight-up factual information without any trace of objectivity.

• Enticing

Press releases are instantly attention-grabbing, given their catchy headlines and influential subject matter. Unlike the press releases of yore that were printed on paper, press releases on digital platforms come with an array of multimedia that leads to greater audience engagement. These can be in the form of photos, videos, and infographics. This creative pizzazz gives the impression that a company has put an effort into making the press release appealing for its readers and as a result, it cares about the impression it creates among the audience.

Press releases have time and again proven to be indispensable media forms helping companies with their public relations efforts, and at the same time engaging and satiating the intrigue of readers.