Press Releases Explained: Media, Messaging, & Meaning

The term “press release” is widely used in the marketing world, yet its purpose and value are often misunderstood. As a communication tool, it plays a critical role in shaping public perception, sharing newsworthy information, and building credibility for a brand or organization. Here are some of the specific roles a press release serves and why each one is important.

Attract Media Attention

A significant reason why press releases are so relevant is that they can draw media attention. Whether someone as small as a local journalist or as big as ABC News, press releases serve as an invitation to the media to check out what you have going on. The release states everything they should know about and should consider when reporting. This gives them a head start on storylines and allows them to come up with the perfect way to portray what you are marketing!

Creating Your Narrative

Another great feature of a press release is that you can narrate it however you choose. As the creator, you’re building the blueprint for the media, and the possibilities are in your control. For example, if an NFL guest is attending a non-profit event in Sun Prairie, you can shape the storyline to highlight different angles. In this case, you could market the location, an NFL star in attendance, or support for the special cause. Press releases offer complete creative freedom, and that’s what makes them so valuable.

Public Engagement Purposes

This aspect of a press release ties in the two previous points. Having your event, product, or whatever you want mentioned to the media will result in some sort of buzz locally or, depending on what you’re promoting, even nationally. They’re going to be thinking about what you do, what you represent, and even opinions on your business. Not creating a press release prevents you from introducing yourself to a huge audience. While social media can help with promotion, it misses many of the human elements that a press release consists of.

If you or your business needs help developing, strategizing, or optimizing your next press release, Twofold Marketing is here to help!

Sources:

https://www.cision.com/resources/articles/5-reasons-the-press-release-still-matters/ 
https://www.teamlewis.com/magazine/the-purpose-of-a-press-release/