I'm writing a new series examining myths and misconceptions about Strategic Communications. In this post, I I write why - contrary to some premature obituaries - the press release is not dead (yet).
The reports of the press release's death have been greatly exaggerated.
Yet, the press release remains a valuable tool for shaping stories and getting your message out - so long as it's used correctly and as part of a broader communications strategy.
A well-crafted press release lays the groundwork for a compelling story, providing journalists and other audiences with important information, details, and quotes in a digestible format. It also serves as a digital footprint - an official document that can be found and shared online.
Recognize a press release for what it is: a way to share news (such as launching a new program or sharing new research) and to provide accurate information and official statements.
Not everything merits a press release. Sending out a press release once or twice a week is counter-productive and turns you into the Boy Who Cried "This is Really Important."
If you don't have news to share, if you can't offer relevant facts and data, or if you can't provide an interesting quote that actually says something (and isn't trite)...then it probably doesn't need to be a press release.
To be clear, simply hitting "send" on a press release is never enough to generate coverage.
Strategic and targeted distribution, personalized and timely pitches, and concise and compelling content are crucial for getting journalists' attention.
While a press release can help shape a story and provide important information, it's not going to result in media coverage in and by itself.
Your communications toolbox needs to be varied and diverse in order to reach your audiences in an increasingly fragmented information ecosystem. A press release can't be your only tool, but you shouldn't discard it either.
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