PR Strategy Tip: Press Releases Attract New Customers and Prospects
My Chicago PR firm is often asked about using a press release to launch a new product, service or to roll out a thought leadership campaign. My answer is always a resounding “Yes.”
I can tell you why the press release is alive and well. It’s an important tool in your public relations strategy. I don’t agree with “death knell for press releases” argument. Why? Clients have told me over and over again that creating a well-written press release can generate leads. Plus, with all the social networks and other platforms that help expand your news footprint, using a press release to make that happen is a natural fit.
I learned that a press release we wrote and distributed to journalists more than one year ago led directly to a call with a prospect this past week.
You read that right: a 2018 news release on the client’s web site was found by a potential customer one week ago. What happened next? The prospective customer navigated directly to the “Contact Us” page and set up an appointment for a call. That customer is now moving through the client’s sales funnel.
Press Releases Reap Dividends for Your Marketing & PR Campaigns
It’s proof that a press release can pay off dividends when it’s part of a well-thought-out marketing strategy. It’s not the only benefit of press releases. Here are others:
- Boosts your online presence. A stream of regularly-scheduled press releases gives you an important online footprint for prospects searching online for your product, service or expertise.
- Strengthens credibility. Customers want to see that you’re an industry expert, or that you’re a vibrant company working to improve your products. Journalists who cover your industry will also take notice. When they see your stream of ongoing news, you’re more favorably viewed as a dynamic industry player.
- Controls your narrative. By framing your news with your messaging, you control your brand and how others perceive you. Without a press release framing your own position, you risk having others create their own story about you, raising questions about your motives and causing sometimes undue harm to your brand. Plus, when journalists get wind of it, they may pick up on the false narrative and spread it even further.
Want to learn how this communications firm in Chicago puts press releases at the top of your sales funnel? I work with clients on comprehensive public relations plans to raise your organization’s profile and bring you new customers and business. Contact me, and we can talk!