To distribute a press release or not, that is the question.
I just came across a new news distribution service primarily aimed at small businesses that will, in their words, “reshape” the PR industry. The company was started by two MBA students who spent $700 to distribute a release and only got two local stories in return.
Here’s the thing about press releases – before you write one, know why you’re writing and distributing it in the first place. If you want to boost your SEO, go for it. Write a release. Use a service like PR Web to distribute it. You have a new customer and it’s a big name and you can re-purpose the press release in your sales collateral and in your social media, go for it.
If you’re a small business looking to secure publicity to build your brand, don’t waste your time writing a press release or the money to distribute it. You’d be better served crafting a pitch or a series of pitches and sending them to a handful of journalists. Build the brand, then write a release when you hit a milestone, secure a big customer, release a new product or secure funding.
Want some tips? Here’s some great ones from Forbes.