You spend all that time crafting a press release, it's a shame that once you send it out, that's all there is to it. Well, not really.
In fact, if you're not re-purposing your press releases you are missing out on some great opportunities for additional PR exposure. Here are a few examples of what to do.
First, post all of your press releases to your web site. Have a section for the media (an online press room) where you can archive all of your releases. Reporters exploring your site will be able to benefit, as will potential customers or clients. True, competitors will also be able to view a release, but it's already been made public.
Second, just about any press release can be reformatted into a blog post. You might even want to transform it into a couple of posts, depending on the amount of information contained in the release. This provides fresh content for your blog and is an additional place for people to view the information.
Third, circulate your press release on your social media sites such as Facebook and Twitter. Make sure to include appropriate links, which help to drive more traffic to your web site.
Fourth, reformat your press release and send it to your customer or client subscriber list. They're not likely to see the original press release, and may appreciate the update.
The idea is to look for ways to get more bang for your buck. There are so many ways to communicate to the public these days, it would be a shame not to take advantage of them.