The Press Release is Dead (Now Will Somebody Please Tell the Clients?)

In competing for a piece of business not too long ago, my PR firm was asked to supply three samples each of recent clips, bylined articles we'd authored for clients, and press releases.

For two of the three requirements, the issue was our embarrassment of riches. But for press releases, we were hard-pressed. These days, we write fewer and fewer press releases ? most being the obligatory personnel announcements sprinkled with the periodic feature release. We just don't see them as being as important a tool for PR practitioners as they once were.

Yes, there are exceptions. For disclosure purposes, news releases on occurrences or developments that could materially impact a publicly held company are mandatory. And some businesses have real "news" to report, even if they're not publicly held, that may lend itself to distribution via news release.

But despite the popular image of PR firms as press release factories and their account personnel as pitching machines, and the regrettable fact that many still churn them out and indiscriminately blanket the media with releases that have little or no relevance, the reality is that they're pretty much dead as a piece of the strategic communications arsenal.

Think about it. As a society, we've gone from the era of mass production, mass merchandising, and mass marketing to one where customization is king. In this environment, press releases are to PR professionals what the 30-second television commercial is becoming to the advertising industry. As far as most reporters and editors are concerned, they are overproduced; they lack differentiation; they generally aren't relevant; and the vast majority just aren't coverage-worthy.

As a profession, we must be falling down on the job of providing education and counsel. Why else would prospects, clients and their bosses still insist on "expertise" in developing press releases, when the pertinent question should be: "For our business and our purposes, what are the most effective ways to get media coverage?"

Understanding the client and the thinking/strategy behind its offerings is a first step leading to the best possible storyline hooks. It takes getting to know the company and its positioning ? intimately. What differentiates it from the competition. The thinking by senior level people in the organization that makes it great.

This takes an investment of time and requires the PR professional to think and act like a reporter in order to gather the intelligence that leads to more than just message points, but solid story ideas that will position the company in the best possible light. Researching trends, issues and concerns in the industry generally and the company specifically will provide the fodder for probing questions to form the basis of useful interviews with appropriate executives.

The exercise adds to your knowledge base and gives you an idea of problematic areas that may have to be countered publicly at some point. While giving the executives a taste of the interview process for future reference, it also allows you position yourself as someone who is thinking more strategically and has advanced beyond the PR 101 rote.

The second step is to target your media markets and customize your message accordingly. Even products with mass consumer appeal will get more buzz with journalists if you narrow your focus and customize your positioning to reflect the individual journalist's beat, orientation, likes, dislikes, and recent coverage topics, as well as the publication's positioning with readers. Much of this intelligence can be gathered through services like MediaMap, or the old fashioned way ? by doing a byline search and skimming through the journalist's past articles (or segments in the case of the electronic media).

A short, personalized e-mail ? three paragraphs at most ? to the targeted journalists with a to-the-point lead-in should not only outline the storyline, but also emphasize its relevance to the outlet's audiences. This personal approach is going to have a far greater chance of grabbing the reporter's attention than a news release that's written for the masses.

The third step is to ensure the people who are actually doing the phone call or email follow-up in pitching the story are brought up to speed on the context of the angle and overall client positioning. In short, they have to be prepared to answer at least some of the reporter's basic questions. A pet peeve of mine when I was a journalist, was receiving a mass-produced press release that was followed up by a telephone pitch by "sweet young things" whose responses to the simplest questions was inevitably, "Ummmm, I don't know. Is it important?" Their unpreparedness reflects poorly on them and the organization they're representing.

For years, the PR profession has indulged in considerable hand wringing over the perceived lack of respect accorded the discipline, particularly vis a vis other communications disciplines like marketing and advertising. It would help were more practitioners to go beyond the numbers game to ensure broader trends were reflected in performance of even the most basic functions.

Sally Saville Hodge is president of Hodge Communications, Inc. (http://www.hodgecommunications.com), a strategic Chicago-based public relations and marketing communications firm. She can be reached at shodge@hodgecommunications.com.

---

Public Relations Success Starts Here

For discerning business, non-profit and association managers, PR success is... Read More

Top Five Publicity Myths

Most people consider getting publicity the most important part of... Read More

How To Get Radio-Active PR For Your Non-Profit Cause: Part Three of Three

HOW TO BE RELAXED AND EFFECTIVE ON-AIRHow does one stay... Read More

How To Write More Powerfully For PR, Offline And Online

Years ago when my Dad owned a group of local... Read More

Managers: Do You Trust Your PR?

You can if, as a business, non-profit or association manager,... Read More

Advertising and Community Relations -- Get the Best of Both Worlds

Have you ever noticed that in communities without big universities,... Read More

How to Get a Story About You or Your Business in USA Today

I am often asked by clients to target USA Today... Read More

6 Steps to Using Trade Magazines To Reach Customers

When developing a publicity campaign for their business many owners... Read More

How To Get Zero Cost Publicity For Your Business Part 2

This is the ending to my previous article, How to... Read More

33 Reasons To Do A News Release

News releases are not the best way to get major... Read More

Three Communication Secrets of The Great Communicator

I've worked in media and public relations for 20 years,... Read More

The Role Of Public Relations In Branding

Because PR can be difficult to control, it is often... Read More

How Would You Ever Know?

Your important outside audiences behave in ways that stop you... Read More

Making the News - Tips from A News Journalist

What makes a good media release and how do you... Read More

How To Get Zero Cost Publicity For Your Business Part 1

Would you like to expand the volume of your business?... Read More

Financial Planners, Why Advertise When Free Publicity and Marketing Is Better?

Commit this to memory, please: To get in the media,... Read More

Financial Planners, Want Free Marketing and Publicity? The Key is Understanding the Media

The media need you. Need the information and expertise you... Read More

Managers, Which PR Is Right For You?

An effort built around a string of print and broadcast... Read More

Right PR Empowers a Manager

Business, non-profit and association managers are in a stronger position... Read More

Marketing-Minded Financial Planners, the Media Wants to Give You Free Publicity

In this great country of ours, there are basically three... Read More

35 Quick Tips for Writing A Press Release

Layout1. 1-2 pages in length.2. Double-space.3. 1.5 to 2 inch... Read More

10 Ways to Get the Media to Love You

So you've put yourself "out there" with a public relations... Read More

In PR, You Pay When You Stray

Don't let yourself be diverted by communications tactics playtime. You... Read More

What Some Pros Know About PR

They know they had better do something positive about those... Read More

Cultivating Positive Media Relationships

Some people think that publicity is all about paparazzi snapping... Read More

The Ten Ps of PR

Everyone is talking about the Ps of successful marketing, so... Read More

Media Contact Lists and How to Build a Fantastic One

I got the latest issue of Internet Works in the... Read More

Something New For Managers?

A new public relations blueprint could be a good idea... Read More

How Managers Hurt Their PR Results

Business, non-profit or association managers hurt their own public relations... Read More

Public Relations Going O.K?

Yes?Good!Still, as a business, non-profit or association manager, if you're... Read More

If Your PR Cant Do This, Bag It!

As a business, non-profit or association manager, why continue a... Read More

Media Training - Essentials for ALL Office Professionals

Often the first point of contact the media has with... Read More

Community Based Marketing Strategies

As small businesses we have an opportunity and an obligation... Read More