Social media has changed how people communicate around the globe.

Companies in every industry are now using social media as an integral part of their public relations and marketing needs. As social media continues to replace the traditional channels, PR has become synonymous with social media marketing.

Press releases have changed a lot over the years, especially since businesses have realized the importance of online marketing. But to use a press release effectively, there are some strategies:

• Announcing a new product.
• Improving brand image.

Because it has become so easy to publish and distribute a press release, companies can easily send out as many press releases as they want.

• Images help drive interest.

Press releases now include images, videos and other multimedia.

• Instant world-wide distribution.
• Expanding public knowledge.
• Viral possibilities.

An online press release can go viral if people start sharing it over social media networks, thereby creating a buzz that was never possible with traditional press releases.

• Portability and convenience.
• Search engine optimization.