Professionally crafted news releases are the gifts that keep on giving

To those who believe “the news release is dead,” I must respectfully beg to differ.

Yes, some news releases as written are DOA, and probably should never have been given birth. Former Denver Business Journal Deputy Editor Bruce Goldberg featured some of them in his “Bad Press Release Theater” column.

However, others that are professionally crafted to drive Search Engine Engagement (SEE) as opposed to old fashioned Search Engine Optimization (SEO), are alive and well, and keep on providing results months after they are disseminated.

Case in point: Clearview recently crafted 11 news releases over 11 months that were keyword rich in the headline and body that were disseminated on Accessnewswire’s (https://www.accessnewswire.com/)  national circuits monthly.

At the campaign’s end, Accessnewswire reported to Clearview that the 11 releases received a combined total of 23,269 known trackable views worldwide that generated 2,225 click throughs to the client website, their marketing landing page and their executives’ LinkedIn pages.

That’s an average of 2,289 known views and an average of 202 click throughs per release, or an 8.8% CTR.

Here’s the real value: Because the releases remain up on the web, each continues to receive additional views and clicks, and are still doing so today, as people search for keywords featured in the headlines and body copy.

For instance, one release we disseminated for the client initially received 959 known views that month, and when I checked the report nine months later, the known views were up to 1,449, up about 65% from the initial date of issue.  

A professionally crafted news release can be the gift that keeps on giving.