5 Biggest Press Release Myths That Have Become Modern Day Facts

In today’s digital marketing world, the role of the modern press release continues to change and evolve. Unfortunately, the pace of that change has led to a number of popular misconceptions about press releases and their effectiveness.

You can’t hastily put up a press release, submit it to free directories and expect to appear on top news channels. It might have worked 5 years ago but it will not work now unless you have some exceptional news to share.

Here are 5 of the biggest myths about press releases and how you can make use of them to your advantage.

Myth #1: The press release is dead

As Mark Twain might have remarked, the rumors of the demise of the modern press release have been greatly exaggerated. The press release is still an indispensable part of any PR professional’s toolkit. It is relatively easy to create and distribute and is perfectly suited for today’s media culture, which celebrates the “trending topic” and a very rapid news cycle.

You need to have a proper press release distribution[1] system in place and get the timing right. In fact, this misconception is good for your business. You can take advantage of a proven channel with very little competition.

Myth #2: The press release is purely an SEO strategy

Viewed from a purely SEO perspective, it’s easy to see why some individuals are less than enthusiastic about the press release – they measure it merely in terms of boosting their “Google juice,” and since press releases links are no-follow by default, they might conclude that the press release is no longer an effective marketing strategy now.

But what that thinking ignores is that the role of the press release has changed – it’s now all about brand awareness, publicity, media mentions, editorial coverage and social media sharing. The press release is a way to cut through the clutter of the online conversations and deliver real facts and updates. Even if press releases are not developed into full-fledged stories, they can often lead to tweets about product launches or other social media updates designed to be spread virally.

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