One of the first things I was taught in my first Public Relations class ever, was the importance of knowing your audience. Knowing who it is you are trying to reach and the best means of doing so. Having compelling content is only the tip of the iceberg, this incredible content has to reach the right readers.
Before the internet, press releases were used to announce investigative, or uncovered, news; This made the press release a routinely obligatory mechanical communication mechanism for countless business both big and small. Press releases were, and are still used to release information varying from financial reports to information pertaining to internal company events.
But after the creation of the internet, the game was changed; the online news release became one of the most important marketing tools a company could utilize in order to control the press in relation to their brand. By having the ability to send news releases not just when “big news” is happening is one of the many advantages the online press release has given public relations professionals. It allows for brands to publish press releases whenever it is convenient and relevant, allowing them to find any good reason to get their brand name out there.
These releases also don’t just target the news media anymore, but are just as accessible for quite literally anyone who has internet access. Now, with online press releases the appeal should directly target buyers; Some easy ways to do this is by creating “clickable” content within the digital release to deliver your readers directly to your website.
More than 80 million people access the internet daily to get their news, and more than two-thirds of the world’s online community accesses social networks or blogs. By utilizing online distribution services, such as PR Web, to send out press releases has become pertinent for businesses both small and large to continue to grow their user base.
But amidst all the new technology professionals must learn to master, the same pertinent question must be answered by the press release– why would they care?
From Nicole's Perspective 