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Is The Press Release Dead?

By Candyce Edelen

PropelGrowth Blog

Recently, dozens of bloggers – both PR and content marketing experts – have been claiming that the press release no longer has any value. So is that true? Should we all stop creating press releases? I think it depends on your purpose.

Press Releases for Gaining Earned Media

Find out how effective press releases can be for content marketing.

Journalists get volumes of these releases every day, and often just delete them without even reading them. If you want media coverage, you have to do it the old fashioned way – the leg work that top PR professionals do every day. Find the journalists and bloggers who write about your topic, get to know what they cover, contact them and pitch your stories aligned with their objectives, and then send the press release as background.

Press Releases for Demonstrating Progress in Your Company

Press releases on your news page can be an important validator in the complex B2B sales process – especially for financial technology providers. Buyers who are considering your firm often look at your news page to see what other clients are using your products. Generally, these releases hold very little meaningful content, and I think that most firms could do a LOT more to tell stories and turn this medium into vehicle for demonstrating their value proposition.

Press Releases for Amplifying Your Content Marketing

I’ve found that using wire services to publish press releases actually helps amplify our content strategy and facilitate content discovery. For example, when we issue a case study, we use the press release to tell an abridged story, linking the release to the case study. Then we put the release out via wire service to finance and technology corridors, selecting the least expensive distribution route from one of the major wire services. This approach gets your release up on hundreds of sites where people can discover the content. But I don’t look at this as a PR strategy. I consider it paid advertising.

So should you use press releases? Yes – but they need to be aligned with your overall content marketing, they need to tell a story that is interesting, and they should be used to demonstrate your value proposition and amplify your content strategy.

For more information on how to use press releases as part of your content strategy, check out these posts:

  • Promo Video and PR Strategy: Perfect Together
  • Derivative Content: The Gift That Keeps On Giving
  • How to Address The Top 3 Challenges Of Content Marketing
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Candyce Edelen
CEO at PropelGrowth
Candyce is the founder and CEO of PropelGrowth. She brings more than twenty years of experience in managing technology companies and has founded four companies prior to PropelGrowth. For the past ten years, Candyce has focused exclusively in the capital markets industry, launching two financial technology companies. Now, she helps financial technology vendors improve their marketing strategy, publish compelling content, and drive revenue through marketing and sales enablement. Contact Candyce at +1 970-300-2280.
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Latest posts by Candyce Edelen (see all)
  • 4 Steps to Optimize Your LinkedIn Profile for Sales Prospecting
  • The Reality of Cold Calling for B2B Sales
  • Can Inbound Marketing Generate Enough Leads?

Filed Under: Content Marketing, PropelGrowth Blog Tagged With: content marketing, PR Strategy

About Candyce Edelen

Candyce is the founder and CEO of PropelGrowth. She brings more than twenty years of experience in managing technology companies and has founded four companies prior to PropelGrowth. For the past ten years, Candyce has focused exclusively in the capital markets industry, launching two financial technology companies. Now, she helps financial technology vendors improve their marketing strategy, publish compelling content, and drive revenue through marketing and sales enablement. Contact Candyce at +1 970-300-2280.

Company Profile

PropelGrowth helps companies improve their marketing and sales. We start with in-depth buyer research. Then we develop a marketing and sales strategy and customer-centric messaging. Then we coach your team and help you execute on the strategy by developing thought leadership programs, content for every stage in the buying process, sales collateral, and tools to help buyers buy.

Figure out why and how your buyers buy

Develop a customer-centric marketing strategy

Get coaching from a senior marketing strategist

Recent Posts

  • 4 Steps to Optimize Your LinkedIn Profile for Sales Prospecting
  • The Reality of Cold Calling for B2B Sales
  • Can Inbound Marketing Generate Enough Leads?
  • How to Fill Your Sales Pipeline Using LinkedIn for Prospecting
  • Tips from 8 ERP Resellers on How to Leapfrog Your Competition​
  • How to Win 74% of Your ERP Deals
  • Buyer Persona Research, the Key to Niche Marketing
  • 8 Ways a Niche Strategy Improves the Value of Your Practice

Connect With Candyce

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Company Address

3209 Glacier Creek Drive
Ft. Collins, CO 80524
+1 970.300.2280

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  • Home
  • Who We Are
    • Why PropelGrowth?
    • Management Team
    • Acumatica Marketing Team
    • Privacy Policy
    • Back
  • What We Do
    • Marketing Strategy
      • Buyer Personas
      • Strategy Development
      • Acumatica Partner Marketing
      • Integrating PR
      • Creative Design
      • Back
    • Marketing Programs
      • Content Marketing for the Buying Process
      • Content Marketing Programs
      • Thought Leadership In The Buying Process
      • Thought Leadership Programs
      • Lead Generation and Lead Nurturing
      • LinkedIn Sales Prospecting
      • Marketing Coaching Program
      • Back
    • Marketing Content
      • Marketing Automation
      • Email Marketing
      • Website Content
      • Blogging and Article Marketing
      • Case Studies
      • White Papers and E-books
      • Research Studies
      • Live and Online Events
      • Back
    • LinkedIn LeadGen Master Class
    • Back
  • Who We Do It For
    • Who We Serve
    • Client Case Studies
      • What This CEO Learned From Buyer Persona Research Transformed Her Company
      • Back
    • Back
  • Resources
    • Sales Resources
      • Solving the No Decision Problem
      • Back
    • Marketing Resources
      • B2B Lead Conversion Rates
      • Back
    • The TrendSpotters Podcast Series
    • Back
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  • Contact
  • Search
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