What is the purpose of a company's press release?

As the society has officially entered the era of Internet information, the status of advert marketing and promotion has also been continuously improved. Among enterprises and businesses, this new type of marketing method is very popular. Relying on advertorial marketing and promotion can make corporate brands, products and images get the best results. Better publicity, and then resume a good reputation in the market. At the same time, high-quality article content has become the key. Based on past experience, soft article marketing and promotion really starts to play a role in the release stage, and the work before the release. All belong to the preparation stage, most of which are completed by the enterprise itself, and the post-release work is carried out on a third-party platform. In the marketing process, the release stage is a very important link. This is why we need to understand the purpose and channels of the release. Which, then look down~

What is the purpose of the press release

Although there are many companies relying on this new type of marketing and promotion, they have little understanding of the purpose of publishing soft articles. As for how to do marketing and promotion, how to be effective, these are things that companies do not understand. Many people think that Press release is just to put the article on one or more media, but the reason for doing this and the purpose of doing it are often ignored. In fact, there are different media in terms of publishing channels, and some media The platform is large, the weight is high, the collection is good, and some media are small, which can be self-media or portal websites. The selection of different media types has different propaganda purposes. The main purpose of the article is to increase the conversion rate, hoping to attract traffic through self-media. Such types of soft articles are basically in the form of activities, while those published on the portal website are more concerned with improving the corporate brand, product exposure, and of course others. The marketing promotion of soft articles is to pursue the coverage rate and the inclusion rate. After all, it can only be seen after it is included. Because the purpose of publishing is different, it is necessary to clarify which focus to publish before publishing.

How to choose a release channel

Generally speaking, in the process of publishing soft articles, if your own media platform has enough fans and attention, then you do not need a third-party platform for promotion. In addition, other publishing forms and channels need to cooperate with third-party platforms. (such as promotion platforms), in this regard, we are faced with the problem of how to choose a release channel. This problem is also a very important link in the marketing of soft articles. Specifically, three aspects must be considered:

Delivery cost

media quality

Difficulty of operation

From the perspective of investment cost, enterprises must emphasize high quality and low price, and expect the lowest input and output to maximize the effect. From the perspective of media quality, channels with strong strength can also attract investment from enterprises. From the perspective of operational difficulty , most companies lack sufficient awareness.

The so-called difficulty of operation here refers to what kind of media combination the enterprise should adopt to obtain the maximum effect. Such a combination usually helps the enterprise to quickly improve the marketing efficiency. If the enterprise does not pay attention to the operational technical content of the release channel, the platform If the operation difficulty is high, the enterprise needs to screen one by one, and the screening will inevitably increase the investment cost of the enterprise. On the contrary, if the operation is relatively easy, then the enterprise does not need to invest too much cost to decide how to match the media. You need to tell the promotion platform what you want to achieve, and the promotion platform can complete the tasks according to the needs of the enterprise to a high standard. There will even be special personnel to tailor the media mix for the enterprise, so there is no need for the enterprise to worry about it.

The position of the release channel in the marketing and promotion of the press release is self-evident. It realizes the connection between the inside and outside of the enterprise. Most companies do not obtain the desired effect through marketing promotion because they do not take this into account. Therefore, in the development of the press release. In the process of marketing and promotion, enterprises should and must be able to clarify the purpose and channels of release.