Press releases can produce major benefits in marketing and PR, even if they don't achieve placements in major media outlets.
Savvy PR departments and agencies use both free and paid distribution services to disseminate news releases, as each delivers distinctive benefits. Paid services promise media placements and syndication, while free services secure valuable links for web traffic.
Many companies, non-profits and PR agencies utilize paid subscription services like Business Wire to assure their press releases appear in leading publications. The subscription services have arranged for automatic publishing of news releases in hundreds of online sites - thereby virtually guaranteeing placements for their clients' news releases. Even more importantly, news releases often serve as the basis for journalist-written articles in prominent, high-circulation news publications. As a result, news releases distributed by subscription services often achieve high rankings in Google News search results.
Why Free Press Release Services Still Matter
Free services usually publish the release on their site and seldom have the syndication/distribution clout of the paid services. The benefit of free sites is their ability to build on keywords, links, tags and meta-tags - which all contribute to the traffic on your website and your website's rank.
These links all add to the number of total inbound links to your site, which page rankers like Google Page Rank and Alexa take into consideration when rating websites. As Bruce Clay, founder of Bruce Clay, Inc. marketing optimization agency, explains:
"Press releases have been around forever and they are still good for what they were originally created for: traffic and branding."
Google's recent link scheme guidelines have driven controversy about whether releases build SEO. Google frowns upon linking key words as anchor text in news press release service and wants them tagged as "nofollow" so that they have no value for search engine optimization. However, "navigational links" that use anchor text of a domain name, company name or product name do not need to be tagged "nofollow" and most likely still produce search engine optimization value.
Matt Cutts of Google notes that he "wouldn't expect links from press release web sites to benefit your rankings." However, in response to Cutts' statement, a study by SEO Consult proved that links in releases can have direct SEO benefit.
Whether release links boost SEO or not, one thing remains certain: publication on a free press release site - especially those with high rating page ranks - generates traffic and readership.
Both paid and free news releases can also positively influence online reputation. Announcements of new products, services and promotions present positive information in search results that can rank highly and therefore push down any negative comments and posts in the list of search results. Pushing negative articles off the first page of search results is a major objective of online reputation management programs.
A successful Press release distribution Service plan also requires media monitoring to track the news release's placement. An effective media monitoring service will clip the publications that reported the press release, monitor conversations about the company or products following the release, and measure the reach and reader sentiment of the press release.
Media monitoring services like CyberAlert provide national and worldwide monitoring coverage so public relations and marketing personnel can assess the full effect of their press release efforts.
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