The half-life of an online press release is 10,000 years*.
The other day while researching an article for a client, it struck me just how long it is that older content still features in search engine results. Searching online for a measurement of ‘internet years’ for example, I entered it as a search term into a well-known search engine, and lo and behold, I got a result offering 1 : 4.7 – but this measurement came from an article written in 2009, and which was still ranked second in the results listing.
Worth remembering when you are thinking of undertaking a PR campaign. The stuff you write now and claim for your product or company in 2016, and how you present yourself and your narrative might very well still be popping up in search results in 2023.
All of which serves to underline the continuing importance of a well written press release. Far from being ‘dead’, the press release remains a great way of conveying information to journalists and to your potential customers. And despite what those claiming the demise of the press release say, most news reports in the key tech vertical media – where I operate – are still generated by press releases, with key passages and quotes often transcribed verbatim into the body of news reports…many of which may be around for years to come.
There is plenty of good advice for any start-up who wants to write their own release online – I like this from Irish Tech News. Just remember how long it might be around for, and write accordingly.
(Pic: Fishing for seabass at Reenroe)