When a PR professional sets a strategy for a brand, a ‘press release’ is always considered as a first step. It is the most effective tool to get the coverage. Now a days, there are many new tools that has been introduced, for example social media. Though, press releases are very old fashioned tactic in PR strategy but still it is very powerful. In the era of innovation, we should also innovate our ideas and use modern techniques in the PR strategy. It’s necessary to ask yourself that do press release always benefit?
Press release is not always a right option for a brand. It doesn’t benefit always. The purpose of a press release is to reach as many consumers as possible. Social media can also solve this purpose. As maximum people are on social media and don’t have time to read newspaper and other publications. So, the people rely on social media for the news updates. Even the journalists are also actively posting everything on social media. There are some areas where press release is not important like startups, web developing companies.
Startups- Press release is not compulsory for startups as social media is enough to reach a high number of audience. One just needs a good number of followers on their Facebook, Snapchat or Instagram page. Tweeting a short news in series using relevant hashtags will also help. Link your blog page to your company’s site and use it as your place to share news or updates in effective manner.
Web developing companies don’t need press release always as they can convey their message through social media platform in short informative videos or in some other form. YouTube channels, tech bloggers are also useful to promote your brand.
Press releases are generally used for known or Hi-Fi brands because media don’t easily come for small or startup companies. If someone from a known brand wants to make a big announcement, then they use press release. Doing a press release doesn’t mean that media will come. If your press release is capable to grab the readers of media and benefit them in some ways then only press release matters. One cannot consider press release for small announcement for an unknown brand until that brand doesn’t have anything unique which will make them stand in the market. It is important to know where to use press release and where not.