I was reading an issue of Entrepreneur magazine and I was surprised to see the headline, “Stop the Press Releases.” The article called the press release a “bad PR tactic” and “borderline useless.” The online version was a bit kinder: “Is Sending Out a Press Release Really Worth the Money?”
Essentially, that article serves as a warning to entrepreneurs that PR firms charge too much to develop a press release, then dupe clients into paying excessive wire distribution fees by promising 100 million audience impressions. The latter part of the article explains when and why a solid press release is valuable, but by then most readers are probably thinking PR folks are up to no good.
I’ve often been asked what I do for a living, and when I answer, “PR,” my questioner responds with, “Oh, you put out press releases?” I’m sure many PR practitioners have had the same experience. It always makes me cringe, yet there’s so much to explain about what I do, and I realized long ago that the press release is the single most visible and recognizable emblem of our profession.
The Reality Behind Press Releases
There is some truth to the Entrepreneur article. Issuing a good press release requires some investment. Today, with the help of AI programs like ChatGPT, anyone can write their own headline, a quote, and a few descriptive paragraphs, and then disseminate a pedestrian document via an inexpensive wire service, but what will this accomplish? If you are dealing with a legal matter, do you go DIY and risk your reputation and credibility, or do you hire an experienced and trustworthy lawyer? If you choose the latter, why not entrust your press release to a professional?
Why Invest in a Good Press Release:
- Visibility: Back in the day, a press release was only visible to reporters on the wire terminals. If it didn’t get covered, no one in the public would ever see the information. Today, a release issued over a major paid newswire (e.g., PR Newswire, BusinessWire, GlobeNewswire) will live infinitely online and is optimized to rise to the top of company searches.
- Cost vs. Reach: Buying a package of releases significantly decreases your distribution cost per release. Much of the pickup is guaranteed so you shouldn’t put much weight into the reported audience impression numbers.
Using Press Releases Tactically
A press release is a tool to be used tactically as part of a media plan. It is not a strategy or a program, and should not be a “one-and-done” activity. Here are a few reasons why:
- Crafting the Right Story: You are not paying just for someone to write a release. The final product may look easy, but a lot of pre-work is required to get the key messages right, construct a compelling story, and ensure the release will achieve optimum visibility with the target audience.
- Generating Coverage: To generate quality coverage, your PR person or team needs to reach out directly to media contacts to pitch the news and facilitate interviews and/or coverage. Hard news from major companies will get noticed off the wires, but most releases will not be noticed by target reporters without follow-up. One really good article in a target outlet is worth more than dozens of verbatim pickups of a press release.
- Meeting Reporter Expectations: You don’t need a press release to generate media interest in a story angle. However, many reporters will ask for a release and are more likely to cover a story if they see that a company is making a relevant public announcement. Today’s reporters have very little time to research stories and conduct interviews. When all the pertinent information is organized in a well-written, 1-2-page press release, reporters are more likely to cover the story.
- Cost-Effective Communication: If your goal is not to achieve quality media coverage – for example, perhaps you want to issue a wire release to share with customers or investors – you can keep your costs down with a tight release and minimal to no follow-up with reporters. Still, when you share your release, or when it comes up at the top of a search about your company, you will want the release written by a professional to tell the right story and make a positive impression.
Thoughtful Issuance of Press Releases
Overall, company or communications leaders need to be thoughtful about when to issue a press release. Companies of any size should not be issuing continuous releases without real news. Doing so can be expensive and the information will be largely ignored. On the flip side, a company shouldn’t expect much from issuing a press release once in a while with no media engagement in between releases – unless, that is, the company is announcing BIG news with special relevance to the marketplace.
Technology enables automation in the media as it does in many industries, but it cannot replace the “relations” in “public relations.” The key is to work with a conscientious and trusted PR partner to craft the right strategy, establish and adhere to a reasonable budget, and make wise use of press releases and other communications tools to support a company’s goals.