why press release is important in 2021

Why Would You Still Send A Great Press Release in 2021?

You might be wondering why you should implement press releases into your communication strategy with the wave of digitalization and the broad access to various owned channels. Why would you play on earned media since it does not feel so relevant anymore for your brand? This is the right post cause we will explain why you would still send a press release in 2021. But first, let’s start with the basic and explain what a press release is. 

What is a press release?

A press release is an official announcement, a.k.a brief document that shares something newsworthy you have done with different media outlets. The aim is to accumulate attention and awareness by sharing something shocking, making someone curious to read more about the topic.

The relationship between media outlets and PR

The broad group of your company’s customers and prospects scan the news headlines on social media to see current and trending news. People nowadays have control over where, when, and how they consume information. As a result, public relations focus more on providing relevant content when, where, and how your stakeholders will consume it. Whether organizations send them to the traditional media outlets, publish them on their website or announces them in social media posts, that does not mean that time for press releases is over. Instead, the need is more significant than ever since the cycle for stories is shorter than ever. Journalists constantly need ready-made stories written to them on a plate since they don’t have the time to research similarly before. A high-quality press release will also be interesting for bloggers and social media influencers.

A press release is more then just a piece of text

A press release should not be seen as just another piece of copy you send out to journalists. It is much more than that which can only benefit your business.

Media coverage

In the first place, when your press release is genuine news worth story, you have an excellent opportunity of getting the media coverage you seek and to communicate with your audience. It is an amazing and low-cost opportunity to promote your business.

Network opportunity

When you send out a press release, you are not only doing yourself a favor, but also the journalist. After all, they are always looking for new, interesting content. Sending out press releases on a regular basis is a mutually beneficial activity, and it can be the start of a relationship with someone in the media industry.

A boost for your website

Press release can also give a boost to your website. When journalist uses your contributions for an article or blog post, you get backlinks from their company’s website. This will lead to more traffic to your website and also enforce your domain authority thanks to link building.


On top of that, a press release simultaneously boosts your SEO results. Therefore, before writing the press release, it is always a good idea to look at which questions and topics are frequently searched and to which you can link your business. In this way, you are not only sure that your press release will be newsworthy, but also will be picked up faster by your target audience who will then also effectively end up with you.

You can read more about it in our blog post  “How to use Google data for PR”.

Sending press releases is a mutually beneficial activity, and it can be the start of a relationship with someone in the media industry.

Building a brand image

An effective press release is also an excellent way to manage your brand’s shows to the world. You can build up your brand image and shape the brand’s perception through an informative official statement with facts and counter any negative publicity. 

Content repurposing

Last but not least It would help if you thought about a press release as a piece of marketing content. A press release is like a public domain cause your customers and prospective customers can see them. With this in mind, the essential thing to think about when writing a press release is the target audience and whom you are writing your press release.  Moreover, the copy of the press release is, once it is used by the press, a great source to repurpose and use for your own social media channels. 

If you’re looking to get media coverage for your brand, writing an effective press release is an essential skill. For help with writing your next press release, contact us, and we will get it done for you.