The audience is different. Since there is no point in advertising in press releases, the target audience is much more general. It's much more about reaching out to the public to create external ambassadors, increase brand awareness and strengthen the value provided to current customers. The only audience for a press release is the media.
A press release isn't an announcement; it's a way to promote your news. Therefore, your target audience is journalists and you must design your messages to specifically speak to them. Publishing a press release usually costs much less than paying for an advertisement. The process of writing a business news release itself only takes several hours.
Most major press releases are between 300 and 1000 words long. Some believe that the best method is advertising and others put more effort into public relations and press releases. Cision, PR Web and Business Wire are well-known and excellent resources for monitoring media and distributing releases. In addition, if you've been in business for a while but haven't done much marketing or advertising, press releases can help build credibility with current and potential customers by making your name known and making your brand more visible.
Press releases and commercial announcements can help you connect with your target audience effectively. News sites usually publish articles based on press releases, which means that if you distribute a newsworthy advertisement with good information, people will see it when they visit those websites and even on their social networks. In addition, having a high-ranking press release on Google can put your brand in front of new customers and prospects. Press releases are also usually addressed to people interested in the world of the media, since communication is usually carried out through the media.
However, advertising and press releases affect your customers in different ways and at different points in the buying process. Otherwise, publishers and journalists will begin to see it as the company that “screams like a madman” and will begin to ignore their press releases. Press releases are a great way to do this, but be sure to include something important to say in every company news release. An experienced press release agency can ensure that both the creation and distribution of your press releases are managed effectively and professionally, allowing you to make the most of your investment.
For example, if an influencer likes what they see in your press release, they could write about it on their blog or share it on social media. Publishing a regular press release can also help you build relationships with online social media influencers who can help you promote your business. To use press releases and commercial advertisements effectively, you need to understand how they differ.