The News Release Is NOT Dead

newsreleaseEverywhere I read, someone speaks of the demise of the press release. Perhaps they’re right; we in media relations rarely put “press” in front of “release” to describe company-issued news.

We call it a news release, and the news release is NOT dead.

There were 137 news releases issued on PR Newswire today in the span of 30 minutes, the majority issued at 8 a.m. ET.

News, among those who don’t truly know what news is, can be anything a company announces; however, if it’s hard news then it’s oriented to facts, data, investors, publicly traded companies, major new products with mass appeal (Boeing’s failed jet), global issues, national crises, weather disasters, and other critical news of the day.

Soft news can be anniversaries, events, new books, babies, ribbon cuttings, christenings, restaurant openings, and other items without critically timed orientation.

Regardless of whether a company has soft or hard news to share, the news release is one of the best vehicles with which to distribute news. Here’s why:

  1. If and when you’re pitching media with that news, a news release written in appropriate journalistic standard and AP style (follow them on Twitter @APStylebook) (typically) is most easily recognizable and accepted by media.
  2. When a company issues a news release in the format as stated in #1, there’s credibility around that action which requires attention.
  3. A news release usually goes through several rounds of editing by many layers of teams and professionals (marketing, legal, executives). Once it is approved and ready for publication, it becomes the official word of the company.
  4. News releases are archived on websites as public record and as an historical queue of stories that inform audiences.
  5. Media and other writers comb these archives to report on and understand companies, products, and people.
  6. Executive quotes are readily accessible in news releases and can be printed in a variety of media with attribution to the spokesperson.
  7. A news release is owned media; your company creates and controls the message. It is used to garner earned media…the story that appears in media outlets featuring much of the news and facts from company-issued news releases.

How is media relations done at your company? If it’s just via a personalized email to multiple email addresses via email marketing, then the message is harder to control.

If the team is using a pre-approved pitch and news release, then everyone is using official language approved by company leadership.

As I said, the news release is NOT dead.

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11 comments
profkrg
profkrg

The idea that any communication medium is dead is just narrow minded. They don't die, they adapt. If a form of information dissemination is successful, it will always be successful, perhaps just not the exact same way. For example, if people want to say "the faxed press release is dead," I support that statement. But the email press release is alive and well, regardless of what you call it.

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barrettrossie
barrettrossie

So is advertising! Haven't you heard, that's dead too!

rdopping
rdopping

Jayme, I really want to push this message toward our communications manager. I really think our firm could benefit from your expertise here and in other avenues of "all things media". I am going to forward this post to her, Jay Pitter, and make an introduction. She's not super active on social media but you can connect with her on Facebook http://www.facebook.com/jay.pitter.7 or through our company website http://designdialog.ca 

SarahSkerik
SarahSkerik

Excellent point, Shonali.  There's more to PR than simply cranking out the release -- that message is often just the tip of the iceberg.  However, if the company or organization issuing the news follows some of Jamie's prescribed steps, they're going to end up with a credible and effective message that will work across various media (traditional, new and social.)

Shonali
Shonali

Jayme, I agree that the news release is not "dead" - it's a catchy (and convenient) phrase that generates attention, usually for competing products. However, I will offer that it is also not "media relations" but only one tool that can be used to facilitate media relations. And that is the trap that many companies fall into; they think that by issuing a release, they just "did PR." Nope.

Soulati | Hybrid PR
Soulati | Hybrid PR moderator

 @rdopping You're wonderful for sharing me, Ralph! Thank you so much. I am always happy to have conversation about what I do; it's a passion of mine in case you haven't guessed! Today's post may also be of interest, too. A chicken and egg sort of piece about blogs and news releases.

 

BTW, I wrote my challenge post Sunday night; I'm not sure, however, whether it should see the light of day. It's a bit ornery with an ignition of sparks. Hmm. I'm thinking and letting it sit.

Soulati | Hybrid PR
Soulati | Hybrid PR moderator

 @SarahSkerik Hi, Sarah! Thanks for coming over, and all points here solid and part of the larger story.

 

I marvel at how much we need to continue educating business folks about what we do and how. Where it becomes confusing today, though, has much to do with the effect of social media. The lines have blurred, and a keen strategist needs to help clarify when, where and how to use these tools.

Soulati | Hybrid PR
Soulati | Hybrid PR moderator

 @Shonali Laughing. You're right. Just because that news release "crossed the wires" doesn't mean the job is done. Good point indeed. Thanks!

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