Why writing a press release should never be on your to do list
We’re here to tell you that you need never write a press release again, and still get PR results that will make your manager cry with joy. Ready to put that boilerplate in the bin? We thought so.
What is a press release?
A press release is a PDF that is written to provide newsworthy information to the media about a company that will be of significant interest to the press. Keep this sentence in mind when you’re planning your PR, and the fact that you will rarely need to write and distribute press releases as part of your PR role.
Okay, there are some exceptions to that rule, but if you’re working for an eComm business and heading up the PR, there are going to be few instances where a press release is the best option to deliver your message. Why? Because they’re mass-delivered and not very personal, which can be off putting to journalists and editors.
When do you need a press release?
If there is a major change in an organisation, a big announcement, or something that is of public interest, then you might need a press release. This can include pop-ups/shop openings, collaborations, charitable initiatives or newsworthy angles.
The question to ask is, is it newsworthy?
Now, you have to be honest with yourself here, and really dig deep, because you might think it is newsworthy, as you have a vested interest in the company or brand you work for, but to the general public, it probably isn’t newsworthy.
What’s newsworthy?
Something that is worth being in the news, simply put. Things that could be put into this category are; opening or closing a funding round, gaining status or certification within your industry, new hires in the C-suite; think big juicy topics that will have readers nodding with excitement. Not that you have just launched a product in a new colourway.
Why are we hung up on press releases?
It’s a stagnation of creativity.
Often we fall back on the basic tactics to get information across, but we know deep down it isn’t going to get the results we’d like. Press releases are the old-school go-to tactic that seem like they will be an easy win, but they so rarely are. If people outside your organisation will care about the contents, then you might be onto a winner, but outside of that, you need to get more creative with your pitches and angles.
PR is about sharing your brand’s message further and wider, and one of the best ways to do this is to get fluid and creative with how you speak about it and what you say. From stunts to profile press, gift guide features to podcast appearances, there are a million and one different tactics to consider before you write a press release.
If you’re stuck with where to start but want to become a PR expert within your role, sign up to a tour and see how we can help you get your brand featured - and steer clear of those dusty press releases in the process.