Good news for those who write press releases: that document you’ve slaved over has a decent shelf life.
After examining more than 100,000 press releases from the past year and surveying communication professionals about their practices, Cision released its 2021 State of the Press Release report.
Cision reports that 30% of its respondents said a journalist contacted them about a release several months (or even a year or more) after they’ve sent it. Cision advises that content in press releases has “a shelf life far longer than you might realize, which is why we encourage clients to create derivative content to make your message go further.”
This could come from rewriting the press release as a blog post, turning a portion of it into a video, creating social content from it, and other creative content approaches to keep it alive in a web search.
You can learn more about derivative content and read other insights by downloading the full report.