Public Relations requires careful planning. Public relations campaigns need to include an understanding of evolving news cycles, industry trends and audience perceptions. Yes, most of us are getting our PR wong.
We treat it like it’s a numbers game and wonder why our messages have gone flat. We’re all guilty of the same practice. Write up a generally dull press release, develop a long list of journalists, then press send and release.
Return to Relationship Building
Even though most journalists are on Twitter, checking their mobile phones hourly for the latest news, the relationship still matters. Take the time to call one journalist and learn what matters to him or her. You might find out you’ve got the right product or service for the magazines.
If you’re hoping to get noticed or you need to write a press release because you have a package with a PR distribution company, these are not good reasons.
I’ve written many a press release when it was just about an update to a software platform. If there isn’t a major update, this is usually not news.
Before you begin, make sure you are clear on what the message you need to get across and the purpose for the press release.
Keep it Simple
When writing a press release, keep it simple. Get to the point, avoid complicated sentences and grandiose statements. Review your writing with a readability test and avoid jargon.
Write like a Pro
For most press releases, these are not planned out or given the importance, it deserves. It is usually handed down to a junior staffer without the proper understanding of its true purpose.
What to do?
A press release represents your company and future relationship with the media. You might want to hold off on writing any more press releases. Instead, take the time to develop a relationship with several journalists.
You might want to consider taking on the writing of the press release yourself. The closer you are to the message and understanding who is going to read it, you’ll might customize your message and pitches for them.
Consider splitting up the media coverage. Assign 5 to 10 magazines to senior management, where they need to take 10 minutes a day to reach out to the journalist.
Should you decide to work with a PR Agency, let them in on how your company works. Give them time to understand your company and listen to them should they advise not to do a press release.