Don’t get me wrong. Press releases are the number-one best way to deliver a company’s message. The confusion surrounding this 100-year-old vehicle lies with its distribution.
When vendors seize opportunity to tout free online press release distributions, fraction-of-the-cost news delivery, and optimized content with high search engine rankings, I cringe with angst. My pure profession is being obliterated by suppliers touting the ability to do what I do better, faster, cheaper (well, maybe not better). Quality of product rarely comes in to play; it’s the faster, cheaper thing I can’t get around.
Strategy and message are top rungs on the ladder. The distribution offerings now a dime a dozen confuse even me, a seasoned public relations practitioner, from discerning the high-quality real deal from the low-ball, churn. When I look at content, however, it’s clear there’s no comparison. Here’s a sample headline and descriptor off a free distribution service:
(Headline) Enter The Wow With Accounts From Us (Meta description) “Wow is an exclamatory expression as per the dictionary. The expression denotes surprise. And you would sure be taken by surprise when you enter…”
Are you kidding me? And, who’s reading this garbage anyway?
I’ve almost stopped being offended about others’ business opportunities. Anyone can issue “news” to their heart’s content (and I don’t hold the patent on that). What they can’t do is:
- Align communications strategy with business objectives.
- Develop a tactical plan to attain communications objectives via well-thought strategies.
- Deliver on-target messages that resonate with brand position.
- Write the dang press release.
Here’s the “ah-hah.” Anyone interested in saving a buck with free, cheap and faster online news release distribution services, save yourself the embarrassment of DIY. Hire the guns to strategize, deliver on-target messaging and make a press release part of the greater plan. Frankly, put a highly qualified and strategic public relations practitioner on your team.