When you own a small business, reaching out to your current and prospective customer base is one of your biggest priorities. One of the best ways to spread the word about the product or service you offer is through the use of press releases circulated electronically. Don't take the risk of not having an impactful message because you chose to write the press release yourself -- hiring a professional writer to handle this job can pay dividends in both the short and long term. A successful press release is about more than just the writing; to give the words the most impact, ensure that your professional service can also offer these features.

Advanced Analytics

Gone are the days when a business should simply distribute a press release and hope to see an increase in its customer base. The press release service you hire should be able to provide you with advanced analytics to demonstrate your message's value. Such tracking programs can provide in-depth details such as how many of the press release recipients click on the link to your website, how long they remain on the site and what pages they visit. This data will give you a clear picture of how your customer base is interacting with the press release and the degree to which it's helping you.

Social Media Integration

Many press release services can provide press releases that can be distributed across a variety of social media platforms. It's ideal to partner with a service that does more than simply write a traditional release. Modern-day releases should be punchy enough to rise above other social media posts and catch the reader's attention quickly. Whereas the release you distribute by email can be longer, a social media release should be shorter. Ensure that your press release service can provide this degree of versatility to allow you to target customers on social media.

Unique Approach

You don't want to hire a service that will simply structure the content of your press release so it can be distributed. It's ideal to partner with someone who's creative enough to provide a twist or other unique approach. For example, every press release will essentially talk about the business's product or service and tout its value. Working with a creative writer can lead a brainstorming session between the two of you in which you think of an angle that's unique. Whether it's a tie-in to a local charity or a notable seasonal promotion, ensure that the press release service you hire has writers who will think outside the box and aren't afraid to inject their creativity into your message.