By Sam Allcock
To thrive as a small business, you need press coverage. But, unfortunately, coverage doesn’t just come naturally — you need to work for it.
Enter: The press release.
Press releases are important for increasing your brand awareness and helping your public relations (PR). But if nobody sees your release, you won’t get very far. You need to distribute it effectively to get your story picked up by national newspapers, magazines, or blogs.
In this guide to press release distribution, we’ll cover the following to help you put together a plan of action that results in coverage:
- What is press release distribution?
- Why is press release distribution important?
- How to distribute your press release
- Distribution mistakes to avoid
- Should you use distribution services?
Keep reading to learn how you can properly create, pitch, and distribute a press release for optimal brand awareness.
What is Press Release Distribution?
Before we dive any deeper, let’s iron-out exactly what press release distribution is.
The purpose of distributing a press release is to land coverage in media publications such as newspapers, radio, TV news bulletins, podcasts, or blogs. That way, you’re positioning your brand in front of a wider audience.
Why Bother Distributing a Press Release?
People aren’t going to see your press release if you don’t distribute it.
And if it’s not seen, people won’t know about your business — which defeats the entire purpose behind creating your press release.
Gaining press coverage helps to get your business or brand name into the public forum. That’s helpful for building awareness of your brand — especially when 44% of journalists consider press releases to be the most trustworthy source of brand-related information.
Distributing a press release also has these benefits:
1. Press releases can boost your SEO.
Over three billion Google searches are made every day.
By implementing SEO tactics into your overall marketing strategy, you’re more likely to reach the top spots of users’ search queries, which will help potential customers and clients find you when they’re searching online for information related to your company, industry, product, or service.
Gaining links to your site from others is a huge ranking factor for SEO, as explained in a study by Backlinko:
Distributing press releases can help you land coverage on huge publications. Additionally, there’s a chance those websites will link to yours, which can help to boost your own search engine visibility.
But what happens if you land awesome coverage without a backlink?
Don’t panic. Both Google and Bing have suggested that positive brand mentions may play a role in how they rank your site, meaning positive PR coverage can aid your SEO efforts even without a link.
2. A press release can drive local foot traffic to your store.
If your …read more
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