When press releases still matter
Press releases are still part of the PR toolkit – but not always for getting press.
Once the preeminent tool in every PR toolbox, the press release has fallen out of favor in recent years due to its perceived overuse – indiscriminately spamming reporters’ inboxes with every hiring update and piece of organizational information.
Despite that criticism, there’s still a significant place for a well-crafted, timely press release, especially if it’s sent to the right audience.
Jesse Westbrook, managing director of Narrative Strategies in Washington, D.C., described the old-school media release as “one of the few remaining mediums that empowers companies to speak solely in their voice without unhelpful analysis or critiques from third parties.”
Who and what to pitch
Press releases are “invaluable” for government communication, according to Bridget Doherty, director of communications for Hamilton County, Ohio. Hers usually focus on things like government operations or countywide initiatives, and media outlets use them “more often than not.”
Hamilton County typically leans into local, regional or state media – rather than bigger publications. Though, Doherty said using a press release to land a local placement has led to broader, even national coverage in the past.
Given the pace of the modern news cycle, reporters now have to turn stories much faster. That presents challenges for newsrooms, who can benefit from a packaged-to-go piece that’s ready for publication, Doherty said.
“Reporters are squeezed for time,” she said, “(so) if you make their jobs easier with reliable, current and interesting content, you’ll build a solid relationship with the reporter and increase the likelihood of your press release being noticed.”
Sending press releases in blast emails to a broad list of reporters almost never works, Westbrook said, and he believes the PR firms should use that approach as sparingly as possible. The one exception is newswires. Westbrook described the wires as the best sources for wide distribution, especially for business and financial news.
Part of the mission for outlets like Bloomberg, Reuters and Dow Jones newswires is to provide the business community, particularly investors, with as much information as possible about what they should do with their money. So, any time there is news about a company, these publications are predisposed to cover it – and get a story out quickly, said Westbrook, a longtime Bloomberg News reporter and editor.
Getting a spot on a wire will also help with SEO even if the release doesn’t generate press interest.
While not necessarily seen as newswires, the same is likely true for online publications such as CNBC’s website and Marketwatch.
“These outlets are extremely focused on speed, so they are likely to rely almost exclusively on press releases to publish their initial stories, since they do not always have the luxury of time to reach out to the company to ask questions,” Westbrook said.
On the other side of the spectrum, news organizations like the Wall Street Journal, Financial Times and New York Times don’t have the same level of focus on this-just-in news. It doesn’t mean a press release won’t work, Westbrook said, but they’re less likely to result in a pickup than those other publications.
Press release dos and don’ts
A major corporate announcement such as leadership change or operations move at a notable company is almost always going to get some form of coverage. But for softer news will only elicit a response from a reporter or editor occasionally or if they’re in a pinch for a story.
In those situations, Westbrook and Doherty provided some “dos and don’ts” to help craft a press release that stands out
- Timeliness: Tie the release into current events or relevant trends to increase its newsworthiness. For instance, journalists and the broader public are far more likely to take interest in a press release announcing stormproof windows when a hurricane is brewing, Westbrook said.
- Craft a compelling headline: The headline is your door-opener. It’s vital to craft something that’s going to entice the reader to open the email and read further. Doherty said she’ll often spend as much, if not more time on the headline and subject line of the email than the press release. “That’s what’s going to grab them,” she added.
- Clarity and conciseness: Communicate the who, what, why and when of the news in a concise format. Avoid jargon and unnecessary details.
- Double-check everything: Ensure accuracy to maintain credibility. There’s nothing worse than having to retract or correct a press release.
- Be available: If you send a release, expect a reporter or editor to call about it. Be ready to follow up with media outlets and offer additional information or interviews.
Westbrook advised to think of press release quotes as something that can stand alone in a journalist’s article and help tell the brand’s story. He also cautioned against including a quote that requires a long setup.
Earning value from a non-picked-up release
Hamilton County’s success rate for press releases is pretty good at roughly 80%, Doherty said. But that means Doherty’s team is spending hours crafting copy, collecting digital assets and getting quotes approved … only for 1 in 5 to receive no coverage at all.
That doesn’t mean the release was a waste, though. Communicators can repurpose their press releases for content on the company’s website or on social media platforms.
Sometimes reporters call after a press release has started to generate social media buzz, Doherty said.
Those types of situations highlight why the press release should only be one aspect of a communications strategy, Westbrook said.
“Companies must be flexible and forward-thinking in ensuring that the messages they need to convey in press releases are breaking through,” Westbrook said.
Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.
I appreciate how this article doesn’t dismiss press releases entirely, rather explains how in this day and age they have to take different form. ‘Be Available’ was not something I was expecting to be and a do’s and don’ts list. I can see now how that’s important if media outlets need more information.