To Press Release or Not to Press Release, That is the Question

PR has changed so much since my first job nearly 15 years ago. We used to write press releases to announce big news, put it on the wire and then fax (yes, fax!) it to news desks and editors. We’d then call (never email) to make sure they received it, and see if it was a fit for their coverage. It was so much easier then! Journalists liked taking your phone calls and you got to know them on a different, more personal level. Now, the media is bombarded with hundreds of pitch emails a day and it’s much harder to break through the clutter.

I’ve also noticed a shift in how press releases are used, and am asked to write them more and more for SEO purposes rather than for what they were originally intended – to announce breaking news. I came across this article on Meltwater and it rang true on so many levels.

As Marc Cowlin says in the article, when deciding if it makes sense to write a press release, it’s important to understand the objective and ask yourself a few questions first. His questions for press release evaluation:

1. Is there a business reason for a press release? 

Often times, the press release is not written because the subject matter is newsworthy, but because there is another business objective. It’s important in these instances to manage expectations in terms of press results.

2. Does anyone outside your company care about this news?

If the news isn’t exciting to a customer, the press, a partner, etc. – there is no reason to write the press release.

3. Is there a reason this news needs to be told through a press release?

A press release is often not necessary to generate media coverage. Sometimes, a pitch or email is just as effective and a more efficient way to get news out. If a press release is, however, the best way to get news to a journalist, then asking this question will help determine that.

I always prefer to write a press release when the subject matter is newsworthy because it has a better chance for pick-up, but it is important to consider the other reasons why it can help a brand.

The article also brings up some great points about newswires and whether they are worth the investment. They can be a valuable tool where you pay for a wire press release distribution and can immediately count on it getting “picked up” by dozens if not hundreds of news outlets. This means great exposure for your brand that is searchable both on the news outlet’s website and on major search engines —so good for SEO — but if you’re on the Yahoo home page, for example, you won’t find the release unless you know what to search for.  Additionally, it’s been many many years since I’ve had a legitimate news outlet see my release on the wire and reach out, leading to additional editorial coverage. I absolutely do think they have merit, it’s just important to understand what the benefit is and if that is in line with your goals.

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