Published Monday, January 16th, 2012, by Mike Sullivan.
Press releases are a powerful, cost-effective promotional tool—if they are well-written with a focused message that consistently reaches you targets business center users.
In fact, the press release can offer much broader exposure for your business center than an advertisement alone at a fraction of the cost and more credibility to boot.
Although many businesses centers still depend on Yellow Pages ads to drive awareness, a press release has a much different impact on the reader’s psyche, and may ultimately prove to be a more believable medium.
Advertisements seek to convince the audience your business center’s advantages. Their intent is to sell. Ask yourself this question: Do you trust most television commercials? What about magazine ads? How about the banners on the web? Are you getting the point?
Press releases on the other hand, tell. They inform. They do not try to sell or convince. Just as a news article (no matter what its context) reports something known to be factual, a press release implies objectivity and is distinguished from opinion and subjective perception.
Think evening news, The New York Times, CNN or your local daily. We assume the reporters—and those quoted in the article—are telling the truth.
When promoting your business center you need to build credibility. This is especially true online because the Web is not necessarily perceived as a wholly righteous commerce forum.
A straightforward, well-written press release helps to remove the cloud of doubt and skepticism over your business center. The reader assumes the information is true. This provides a distinct, built-in advantage over traditional advertisement.
Are both mediums valuable? Absolutely. Does one give you more mileage for your money? Undoubtedly.
Besides being a more believable promotional means, a press release can enhance your image on the Web and in your industry. A strategically produced press release that taps search engine optimization (SEO) techniques and backlinks to your site will likely improve your ranking with search engines.