Welcome to the latest CMO edition of At the Forefront: Fintech Conversations!
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In today’s episode, Managing Partner Eric Soderberg sits down with Executive Vice President Jed Hamilton to discuss a Forefront Marketing Insights piece that explores how the traditional press release serves a broader purpose beyond just securing media coverage. The pair discuss how, while media interest is important, companies should recognize the value of press releases in engaging various audiences, including clients, partners, prospects, current employees and relevant events and awards organizations.
Read on for an excerpt from “More Than a Media Tool: Why Press Releases Are a Secret Weapon in Your Marketing Mix” :
“If you’re a B2B firm operating in a niche sector like financial technology, your company’s announcement may not capture the attention of reporters who are inundated with similar pitches every day – especially if you lack existing relationships…
With so many self-publishing tools at their disposal (particularly on social media), many firms question the idea of ever issuing press releases.
We believe a shift in perspective is required. The value of a press release goes far beyond generating media coverage. Yes, journalists are an important audience, but they’re not the end-all-be-all. In fact, press releases feed the larger marketing machine that powers quantifiable business results…
Bottom line: if you are limiting the purpose of your press releases to securing media coverage, you’re doing your company a disservice. That approach is only scratching the surface of their full potential. To tap into the full power of a press release, you must consider all the internal and external audiences that can benefit from or be persuaded by your news. “
Be sure to read the blog on our Marketing Insights page for a full breakdown of the diverse benefits of issuing press releases and how, if leveraged correctly, they can positively impact your broader marketing, communications and investor relations strategy.
To learn more about Forefront’s media relations and corporate communications offerings, check out our Services page, or get in touch with us today.
See below for a breakdown of what was discussed. Happy listening!
Timestamps:
1:50 – When (and how) press releases are most commonly issued
2:55 – How the content of a press release differs from a blog post or social post
4:40 – Why media isn’t always the primary audience of a press release
10:00 – Press releases as a tool to reach employees
12:50 – Press releases as a form of client communication
16:35 – How press releases can help bolster award submissions and secure event speaking opportunities
18:40 – Conclusion: Why PRs are an important gear in a firm’s larger marketing machine
