Press releases have long been the quintessential staple of a Public Relations and Communications business strategy. They announce company wins, news, executive moves, and critical shareholder updates.
While they’ve always been necessary, the frequency with which companies distribute press releases varies depending on company preferences and what critical stakeholders deem “newsworthy”.
Can a More Robust Press Release Strategy Drive Website Traffic?
However, this is an antiquated approach that needs to be re-examined. With a more robust press strategy, businesses can continually target the right distribution list, improve search engine optimization (SEO) and leverage these content pieces for social channels, all of which lead to increased traffic on their website. As a top public relations agency, Bluetext PR specialists have broken down the key elements of press release strategies that drive results.
The Right Distribution List
When pushing press releases out on your preferred wire service, identifying which distribution list to publish on is critical. It enables businesses to get their news published in outlets that have perhaps been difficult to break into, ones that are prominent in the organization’s industry, and news sites that reach the businesses’ targeted demographics.
As newsrooms have gotten smaller, major outlets have also increasingly relied on releases that are published on wire services to continue churning out content.
With the right distribution list, the organization putting out the news reaches existing and new audiences. If executed properly, these releases will have links that readers can click on and drive them back to the company’s website.
Those hyperlinks also play an important role in improving a company’s SEO position. Not only do they prompt readers to learn more about the company’s products and services, but they naturally increase the page rank. The higher the page rank, the higher the site will be ranked by search engines. The higher the site is ranked, the more frequently it will appear in audiences’ searches.
Leveraging Content on Social Channels
Press releases are also important content to leverage for a company’s social channels. There are three main ways to maximize the visibility of these announcements:
- Share on the company’s channels;
- Have employees share the news from the business’ profile with their own network;
- Targeted ad spending to get the posts in front of specific audiences that are deemed crucial customers.
While creating a consistent cadence of press releases should be the goal, businesses need to be careful not to flood the market with a constant barrage of saturated news updates. Instead, map out a strategy that aligns with business initiatives throughout the year. Once that plan has been finalized, organizations can then identify the distribution lists, backlinks that will boost SEO, and corresponding social strategies that will drive the most amount of traffic back to their website.