Press Releases Generate More Favorable Reviews Than Paid Advertising
A well-written press release generates far more impressions and favorable reviews than paid media (i.e. advertising). The most critical advantage public relations offers is “believability.” When your message appears as editorial (both online and offline), it carries with it the implied third-party endorsement of the publication’s editor.
Think about. Which of the following carries more weight in your mind? Which is more credible?
a. A web banner touting a new product or service
b. A social media post about a new product or service
c. A print ad showcasing a new product or service
d. A feature story about a new product or service in the Wall Street Journal, The Plain Dealer, Crain’s or on the CNN website?
Most people agree that editorial coverage is not only more credible, it’s far more in-depth and detailed than any advertisement could ever be. Here’s another big factor: public relations costs far less than paid advertising. Many large trade and consumer publications charge $25,000 or more for a single page print ad (one time). You could run a PR campaign for a full year for the price of one ad!