Press releases are no longer a one-trick pony. It used to be that the primary function of a press release was to entice the media to share your latest and greatest news. Your primary audience was a targeted set of journalists and your primary message centered on your business — not your customers.

That’s no longer the case. Today, press releases have a variety of purposes and audiences. You’re not just reaching out to journalists, but thanks to the Internet and social media, you’re speaking to targeted audiences on the Internet. And your content delivery platform isn’t limited to your website, a print publication or digital magazine —  Facebook, Twitter, RSS feeds and search engines can drive people to your content as well.

This isn’t to say that media relations and the established contacts you have with journalists are a thing of the past. They are still an important part of your strategy — and one that complements your own publishing ventures.

First, rethink the content in your press releases. Don’t just talk about your product or service — write releases that solve problems for a distinct audience and demonstrate how your product solves that problem. Then drive your audience to more content by providing embedded links to your relevant webinars or case studies. Make sure those links take them directly to the webinar or case study — not your home page.

Repurpose releases for your different audiences. You know how to speak to the media, but do you know how to speak to your customers? Your sales team can be very helpful when it comes to speaking the language of your customers, or to defining your customers’ needs and how you can address them in a press release. Don’t speak as a marketer and don’t talk “around” the subject. Be direct and informative — provide value to your customers.

Make certain you optimize your releases for searching and browsing. What key words will your audience use? Figure it out, then pepper your release with those phrases. Next time they search out ways to “reduce out-of-stocks” they’ll find your release and click on your embedded links — as long as you’ve included those keywords in your copy. And don’t use generic “click here” phrases for your embedded link. If they’re clicking on a link to a webinar, have them click on keywords. As an example, “Need strategies to improve retail sales? Our online webinar, Maximize Retail Sales with Minimized Out of Stocks, is the place to start.”

Stop hiding your press room and segment releases, case studies and white papers by audience so they’re easy to find. Keep your press room current, and have a separate section touting company wins that illustrate growth and thought leadership.

Finally, share your releases with the media, use a wire service that provides RSS news feeds, post your releases to your website and share them — and allow them to be shared — through your social media channels.