PRESS RELEASES: IT’S ALL ABOUT THE LONG HAUL, SKIPPER
Yes, it’s true. It’s possible that your press release may result in some direct and immediate publicity for your company. But if that’s your only measurement of a press release’s true value, you’re failing to understand and leverage a powerful tool at your disposal.
First of all, the expectation is unrealistic. Despite what their behavior and writings may sometimes indicate, most media people are not idiots. They know that companies and organizations are essentially trying to use them for free advertising. I spent more than 20 years as a journalist at a major metropolitan daily newspaper, saw tons of press releases cross my desk, and marveled at the number of times that someone expected me to believe that their issue was genuinely newsworthy or relevant. It made me skeptical and wary, even of strong story possibilities.
So what’s the value of a press release, then? More than you might imagine. Try some of these benefits:
Name recognition. It’s like handing your business card to a powerful influencer, over and over and over again. The catch is, you want that name recognition to be associated with positive features. If your press releases are poorly written, unfailingly boring, pathetically irrelevant, or thinking themselves clever when they’re not – then editors remember that, too. You’ll be remembered as the clown company. Hire a professional to craft the message just right.
The right moment. Somewhere along the line, the media outlet is likely to tackle a story or issue for which you or your company might be the perfect expert voice. The conversation goes like this in the newsroom: “Hey, who could we get to give us some perspective/insight/ criticism of this particular thing? What about that company that’s always sending us the press releases about x, y and z? Yeah, somebody give them a call!”
Building relationships. The press release gives you an excuse to follow up with a phone call. (“Hey, Joe, just checking to make sure you received our release. …”) Now you’re in a personal conversation with the person, giving them a voice or a face to attach to the company. Every time you send another release, and every time you follow up, you build on that. Be assured that it will pay off down the line.
Fresh copy for your website. Search-engine spiders and – frankly – readers are attracted to fresh copy on your website. When you keep adding new press releases, it conveys the sense that your company is moving, shaking, happening. It will even radiate that vibe to your employees.
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