What Is the Status of Press Releases? Have They Become Outdated?
Understanding how journalists are consuming content is the best way to improve the chances.
Once upon a time press releases were the surest way to get the eyeballs of journalists, news directors and TV/radio producers. But in the fast changing media landscape, this is no longer true. That’s not to say that press releases are completely outdated, but only to suggest that there is now a vast array of ways to get the attention of the press. Understanding how journalists are consuming content is the best way to improve the chances that your company and product will get noticed.
Here are five practical things to consider in this brave new world of earned media:
1. Personal Relationships Are Key
The biggest problem with most press releases is that they seem impersonal. Because journalists have been trained to spot templates and quick copy and paste jobs, most press releases are ignored. A better approach is investing the time to knowing key journalists in your industry. It is far more time consuming, but it is the best way to maximize your chances that your press release will not be overlooked.
2. Take the Extra Step
When sending a press release, make sure that every “i” is dotted and every “t” is crossed. In other words, detail matters. As does prose, grammar and spell check. And instead of simply sending out the press release to your media list on its own, consider including a short note communicating the most newsworthy tidbit from the release. Remember that most journalists are getting dozens of press releases and pitches every day take the extra step to stand out.
3. Is this Really Newsworthy?
Before sending out that release or calling up that reporter, ask yourself if whatever it is you are promoting newsworthy? As stated above, reporters are busy and have a ton on their plate. What is compelling about your product and why is it fit for print and broadcast? In other words, put yourself in the shoes of a reporter and ask these tough questions. With a little extra thinking, you can calibrate your pitch and look for an interesting angle. The easier you make it for a reporter, the more likely you will generate some ink for your company and brand.
4. Social Media is King
According to a recent article:
- An average Facebook user logs in 19.7 hours monthly.
- Americans spend 14 hours monthly on Facebook.
- GenZers spend 3 hrs on social media, and 30% utilize Facebook for live event updates.
And with more than a billion dollar monthly users, you can bet that many of them are journalists. Of course it’s not just Facebook. Today most journalists are almost required to have a strong social media following as part of their job duties. In other words, the best way to connect with reporters this day is on social media. Again, great content will always shine through so think about fun and creative ways to promote your brand and company on social media.
5. Consider Infographics or a Short Video
In addition to writing some great copy, a good press release or a email pitch to reporters will include a small infographic or a short video – and I do mean short (no longer than a two to three minutes, max). Sometimes this is not possible for either time or budgetary constraints, but consider this as a tool in your marketing and earned media budget. The product must look professional, but there are a number of free or affordable software products available that can help you and your company tell a story in the form of an infographic or video.
In summary:
This list is far from exhaustive. The bottom line is this: journalists expect a certain amount of predictability and professionalism when reaching out to them. This includes newsworthiness, exclusivity and copy that is free from errors and typo-s. These are all things that a traditional press release accomplishes. Don’t overlook this, but also consider getting noticed through social media and personal relationships. Finding the sweet spot between the two ensures success.
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