Why Press Releases Still Matter in 2024

In the ever-evolving world of digital marketing, it would be easy to assume that traditional media tools such as press releases have lost their relevance, superseded by TikTok and Instagram. However, press releases remain a vital component of any comprehensive marketing strategy, offering significant benefits for your site’s performance in search engines (SEO), reputation management, and overall brand visibility.

In this blog post, we’ll explore why press releases still matter in 2024, highlighting both their short- and long-term advantages.

The role of press releases in modern marketing

Press releases have been a staple of marketing and public relations for decades, traditionally used to inform the media of newsworthy events. Over time, they have evolved to meet the demands of the digital age. Today, press releases are not just about reaching journalists; despite the changes in how we consume media, they are powerful online tools that can help drive significant traffic to your website and establish authority in your industry.

SEO benefits of press releases

One of the primary reasons press releases remain relevant is their impact on SEO—your site’s performance in search engines. Here’s how:

• Inbound Links: Press releases distributed through reputable channels can generate hundreds of inbound links to your website. Known as “backlinks,” these are a key tool for improving your site’s search engine ranking.
• Authority: When your press release is picked up by major news outlets and authoritative websites, it boosts your site’s credibility and authority. Not just people, but search engines also recognize these signals, which can lead to higher rankings.
• Content Distribution: National syndication of press releases helps your content reach a wide audience, increasing your online visibility. The more eyes on your content, the more likely it is to be shared and linked to, further enhancing your SEO.

Reputation management through press releases

Press releases are also beneficial for managing and enhancing your reputation. A well-crafted press release acts as a trust signal, showing patients, clients, and the community that your practice is reputable and newsworthy. They are an excellent tool for showing off how you are already excelling when they highlight significant milestones; for a physician, for example, milestones may include being named a Castle Connolly Top Doc, or hosting an educational event at your practice. These achievements further build credibility and sending a press release about them helps maintain a professional and authoritative image, reinforcing your position as a leader in your field (and community).

The short-term and long-term benefits

Press releases offer both immediate and sustained benefits:

• Immediate Boost: Following publication of a well-crafted press release, we often see a relatively quick increase in traffic and visibility.
• Sustained Impact: The benefits of a press release extend beyond the initial spike in traffic. The backlinks and increased authority continue to enhance your SEO over time, providing long-term advantages.
• Cost-Effectiveness: While press releases incur additional charges, the return on investment (ROI) is significant; it is one of the few ways you can improve your own reputation through links on other websites.

Situations where press releases can be particularly beneficial

There are specific scenarios where press releases can be especially impactful:

• Improving Falling Rankings: If your website’s rankings are slipping, a press release can provide a much-needed boost. 
• Website Relaunches: When you’ve re-built your website, a press release can announce the launch and attract visitors, helping to establish the site’s authority quickly.
• Announcing Milestones: Celebrating significant achievements with a press release not only boosts morale but also attracts positive attention.
• Promoting New Services or Providers: Use press releases to draw attention to new services or medical providers. This helps generate interest and may attract new patients or clients.

If you’re ready to incorporate press releases into your marketing strategy, we’d be happy to talk with you about your business strategy. We’re a full-service marketing agency offering expertise in medical marketing, cosmetic medicine, medical boards, and marketing for attorneys. We regularly craft and distribute effective press releases that drive results for our clients. Get in touch »