Placing relevance into your press release will take you far
Today’s noisy media environment poses challenge for brands: how to get for important messages when there is so much fragmentation of the audience — and competition for their attention. People share and consume incredibly granular information, and a fundamental communications vehicle – the press release – is proving remarkably adaptable and effective, provided communicators refresh their approach to using this PR workhorse in this new environment.
“Press releases have a chance to be something so much more relevant,” notes Steve Farnsworth, chief strategist at Jolt Digital Marketing, and publisher of the widely-read Steveology blog. “But they have to be immediately specific and relevant.”
Who’s reading press releases (and why?)
According to research PR Newswire conducted with Forrester on the visitors to PRNewswire.com, a significant portion of millions of monthly visitors are engaged in researching a product or service, and they find press releases through their use of search…
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