Press releases have an interesting history in digital marketing. At one time, SEO companies would push clients to constantly publish press releases and send them out to every “news” distributor they could. The benefits, even at the time, were negligible. Google and other search engines have learned how spammable PRs are, and they have devalued the authority of news wire farms. Despite all this, press releases can provide value for some companies. The key is to have a highly attractive element in the release. This can be a person, place, thing, or event. When viewers are interested in that element, they share the release and spread the word about your brand naturally.

Internally to your site, press releases also provide value. They give your regular visitors a reason to visit regularly, and they provide information about your company that isn’t available elsewhere. What’s a good reason to publish a press release? Well, there are many, including:

• Hiring New Staff
• Launching a New Product/Service
• Hosting/Attending an Event
• Entering New Markets
• Announcing a New Partnership with a Charity
• Relocating or Opening a New Location

Most press releases have a very similar format. They include a main headline, an opening paragraph that explains the headline, and then some supporting information. If you have a lot of information to communicate, it’s important to keep the body of the press release concise and to the point. At the end of the press release, you should include a short blurb about the organization making the announcement. I encourage tweaks to the formula for clients who need their release to jump out to readers.