Newsboy distributes a press release
The first thing many people consider when they think about public relations is press releases. And why not? They have the same abbreviation! A press release is an official statement outlining the details of a notable company event. They are the point of departure for most media coverage, as they serve as a reference for reporters looking to put together a story. As such, many assume that a press release is a go to whenever coverage is desired.
However, while press releases are an essential tool in your PR strategy, they are not always necessary. In fact, an overreliance on press releases as a means of outreach can be counterproductive. Considering that you have only seconds, if that long, to catch a reporter’s attention, a press release can be cumbersome and distracting, turning a reporter off before they encounter your message.
Press releases need to have an explicit purpose or they will be swiftly dispatched. Write them as if you were a reporter, emphasizing what is timely, relevant and newsworthy. Press releases are most effective when they arise from a specific event: a product release, a new award, an event sponsorship, an acquisition, etc. The release should give an immediate and compelling answer to the question, “Why now?”
If you don’t have something specific and timely to tie your press release to, you will most likely be better off forgoing a release, and instead pitching reporters on other timely and relevant angles. We’ve talked previously about tying your company’s story into a larger trend, and you can do this whether or not you have a specific milestone to report.
The other important factor to consider is that, like you, reporters exist in a competitive marketplace. They are as concerned with obtaining exclusive stories as you are with emphasizing your competitive advantages and points of differentiation. When a reporter receives a press release, they automatically know that they are not getting an exclusive. Press releases are for distributing a message far and wide; they are not for providing a unique story angle.
That said, you can conduct outreach that conveys an exclusive angle to a reporter while still incorporating a press release. As we discussed previously, you should never send a reporter just a press release. A press release is a great way to convey the essentials of your message in a concise form that a reporter can refer to when putting together their story. Just be sure to include a pitch that elaborates on the information in the pitch, offering a unique angle with which to pursue the information you’re offering.
