News is a very powerful medium. It can help tell your story and illustrate who you are, who you’ve worked with, and where you’re going. And yet, many organizations don’t effectively use public relations to communicate.
The press release is a simple tool that helps get the word out. Using news as a part of your marketing strategy has many benefits, yet it’s often hard to quantify them or get the bean counters to foot the bill. I tell you today, though, that I’ve found news to be much more effective than advertising.