The phrase "press release" probably conjures images of dry, corporate jargon blasted into the digital void. You might even subscribe to the notion that press releases are dead. Reports of their demise have been greatly exaggerated.
Press releases aren’t the problem — it’s time to rethink how we use them. Issuing a poorly crafted release is like shouting into a hurricane. Instead of just writing and sending, apply digital smarts to your press release and treat it like a full presentation that uses multiple avenues to attract, engage and persuade an audience to take action.
Here’s how to do just that.
Uplevel Your Press Release’s Format
Forget churning out press releases that read like robotic recitations of corporate updates. To truly uplevel your content, think like a digital-first publisher. That means ditching dense walls of text for easily digestible blocks, just as you would in a compelling blog post. Embrace formatting – use bullet points, subheads, and bold text to guide the reader's eye and highlight key information.
But let’s also look at how we word releases. We’ve all written a standard release with lots of industry blah-blah-blah, clauses and commas. Consider adopting a more conversational tone in press releases that speaks directly to people in search of content. Write shorter sentences that get directly to the message you’re trying to share.
SEO Secrets and the Art of Being Found
Your press release headline isn't just a title; it’s prime SEO real estate. Think about the questions your audience is actually asking in search engines. Frame your headline to answer those questions directly, and you'll be more likely to own the top spot. Avoid generic terms and phrases and use the language your customers use. Tools like Google Trends can be your secret weapon in uncovering those high-volume search terms.
And visuals? They're not just eye candy. Images make your release more findable on newswire distribution platforms and can significantly boost engagement. More importantly, the filename of your image is searchable. Name it strategically with relevant keywords, and you're not just owning the top of text-based search, but image search too. People often "speak" in images when they search.
Ditch the idea that press releases are text-only relics. High-quality images that tell the story of your announcement are crucial for grabbing attention. Think "earned media visuals" — imagery that showcases your product in use or captures the essence of your news. And here's a surprising tip: a PDF transcript of any accompanying audio or video is becoming increasingly valuable for content ingestion, especially for AI. Repurpose that transcript on your website for an extra SEO boost.
Tracking Beyond Vanity Metrics
Newsires offer analytics reports, and you should take advantage of them. They can tell you if your reimagined press release is actually working. Focus on tangible results (not just impressions). Open rates provide a basic level of engagement. More importantly, track inbound traffic to your website, ideally using UTM links to attribute traffic directly to your release.
Pay attention to which hyperlinks within your release get clicks — this tells you what information resonates with your audience. A/B test elements like timing, headline wording and image choices to continuously optimize your performance.
Your press release approach is waiting for a strategic resurrection. Stop treating it like a digital afterthought, a checkbox in your next launch, and start viewing it as the powerful, multifaceted communication tool it is. By focusing on compelling content, strategic SEO, engaging visuals and insightful analytics, you can unlock its true potential to amplify your message, build credibility and drive qualified traffic.
Check out this Share of Voice podcast episode for a deeper dive into modern press release strategy. I sit down with Serena Ehrlich, Director of Go-to-Market at Notified, as she debunks the "press releases are dead" myth and shares actionable strategies to make your news work harder.
