The modern-day press release isn’t just alive. It’s thriving! But don’t take my word for it. This article published on BLASTmedia takes a look at the evolution of the modern press release, and its conclusion not only runs parallel to our own experiences here at BuildPT, but it closely aligns with the philosophy around which we’ve built marketing packages for our physical therapy clients:
While the way press releases are written has changed slightly over the years, the way press releases are used – the mileage businesses and private practices get from compelling, newsworthy content – has experienced the greater evolution during the digital era.
In the past, a business would craft a compelling, newsworthy press release to be mailed or faxed to members of the local media. Today’s releases, however, are often self-published on business blogs, distributed to clients via email blasts, and even shared through social media channels.
This, of course, is still all coordinated around distribution to select members of the media and the community. And there’s good news on this front, according to national tech journalist John Brandon (via the BLASTmedia article).
“Here’s the good news: journalists do read press releases,” he was quoted as saying. “Usually, we like to see a startlingly compelling headline – something so newsworthy we can’t help but click. Tell us the story in a few words.”
And that takes us back to the traditional press release, a seemingly timeliness means for communicating a story (not just an idea; we’ll touch on that later) to those who wield a pretty loud megaphone. Such a media relations effort offers you the ability to share your story with a broader audience – that is, if you truly make a consistent and personal effort to connect.
“On the downside, most professional writers today will receive hundreds of [press releases] in a week,” Bandon added in the article. “So the number-one most effective alternative is the personal email.”
We’ll dive more into distribution in a future post, but in the meantime, hang onto the word “personal.” When it comes to media relations – from building your first media list to developing a story to pitching your story to the media – getting personal is your best strategy.
For future posts related to press strategy and media relations, check back here on the BuildPT blog. And contact us anytime to talk about how we can put these ideas to work for your physical therapy clinic.
Interested in knowing more about how your clinic can benefit from a press release?
Learn more at our Amplify product page.
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