Chances are, if you’re still writing press releases with just the media in mind, you’re missing out on one of the most effective ways to communicate directly with your consumers. In today’s virtually connected world, direct-to-consumer press releases have never been more
popular critical. Sure, a few traditionalists out there will argue that press releases should still be written strictly for the press (I’m talking to you, Steve Rubel), but I solidly back the likes of David Meerman Scott in this debate, who argues that in today’s market, great content is valuable no matter what the medium. Combine this theory with the fact that more and more people are ditching newspapers to find their news online, and you have one strong case for creating direct-to-consumer news within the digital space.
Added bonus: if you follow a few simple steps (like thinking like a reporter), and have a distribution plan in place that utilizes social media along with a more traditional wire service, (the search engine optimization of most big-name wire services still can’t be beat. I’m a fan of PR Newswire but there are tons to choose from), your press releases can easily get more online exposure than anything printed in your local daily.
In fact, I’m such a believer in the direct-to-consumer press release that over the next couple of weeks, I’ll be scouring my online resources and surveying friends to collect the best tips I can find for writing a knockout press release your consumers will love! Stay tuned.