This morning while doing my daily media marketplace research, I ran across David Henderson’s blog. According to his bio, David is an author, strategist and former award-winning CBS Correspondent. The title of one of his most recent posts was: Die Press Release!!! If you’re a PR exec or DIY publicity seeker it is definitely worth the read. In part David says:
A friend was telling me today about a conference she has just attended that brought together a large group of public relations people with a smaller group of working journalists. The discussion had centered, as it often does at such sessions, on what journalists really need in today’s demanding media world, and the merits of press releases.
The journalists unanimously said that news releases are useless. In fact, news releases – which are shared with everyone under the sun through blast email services – are the antithesis of what the media wants. Reporters – whether mainstream or online – are paid to find and report fresh and imaginative stories … stories that haven’t appeared elsewhere.
So are press releases REALLY dead?
As a radio and TV talk show host and media strategist, I say no and here’s why:
While I despise press releases that promote ”chili cook-offs” or black tie galas for the neighborhood non-profit, I think they are still vital IF they’re written correctly! In my opinion, a press release should ONLY be 4 to 5 SHORT paragraphs (one page) and must have 3 things:
1.) A highly compelling story angle and hook. If the hook is good I can sometimes use it as a teaser, bumper or lead in for my show.
2.) Concise bullet-pointed facts about the topic that outlines why the issue is important. If this info is well thought out I’ll pull bits and pieces of that into a segment or story as well
3.) I also like when press releases identify a media-savvy expert that I can invite to be a guest. Leave out the “canned” quote from an executive you’ve never even seen before. Journalists can spot the insincerity in those a mile away. Instead, I like genuine, heartfelt remarks from a person who can come on my show and make a great guest.
What most PR people forget is that one of the key elements of news is the ability to tell a great story. Therefore, press releases, if done right, give PR pros and “do-it-yourself” publicity seekers the ability to briefly share a compelling story wrapped in news that is relevant and meaningful. So, I say long live press releases!
Your thoughts?
