Journalists find some news releases useful. According to a survey conducted by Oriella PR Network on 750 journalists, 75 per cent of journalists found well-targeted, high-quality news releases
I am a total nutcase when surveys like this are conducted. Journalists find that the most useful press releases are those with good writing and relevant content. Really? Do they want to receive press releases? Are they able to find story ideas from news releases? No.
Although the news release won’t be going anywhere anytime soon, it is amazing how many people still believe that it’s a good way to communicate (especially if your goal is to get a journalist interested in writing about you). Visit one of the wire services and read today’s news headlines. If you are a journalist, let me know if you come across a press release that you would like to cover.
What is a News Release?
There are some differences depending on who you ask, but they seem to be minor. As an example:
- A press release announces something in the future, while a news announcement covers something currently occurring or that happened in the past.
- A news release is more associated with online communication than a press release.
- A news release is written for everyone, while a press release is written for the media.
Some people believe “news release” to be a more modern and relevant term than “press release”. The format and intention of a media, press, or news release are similar.
What is the Purpose of a News Release?
A news release’s primary purpose is to inform a target audience about events that are happening in their environment from an unbiased point of view.
News releases can cover many topics such as crime reporting, politics or good stories about Samaritans.
You must target your audience when writing your news release. You can find out about their interests, age, and location. Then, you can use what you have learned to tailor your release to the readers.
These small details may not seem important, but they can make a difference in gaining or losing readers. In comparison to the baby boomers who prefer to read current news, millennials are more likely to choose certain formats, especially when it comes to news.
If your business has recently been involved in a local event such as a run for charity, you may want to create a press release. You may also want to issue a press release if you recently changed the hours of your business.
What is the Alternative?
What’s better than a simple press release? You can have a conversation with a reporter when you are not trying to get coverage for your client. Find out what they write and how to reach them. Find out what they dislike about PR professionals. Learn about their organization.
Do not rely on the ‘pitch tip’ found in media databases. Also, don’t assume that you understand what a journalist writes because you have read a story.
You will NEVER get any meaningful publicity if you rely on press releases. Ever. It’s not from news releases that great stories are born.
These are other useful tips that I have found:
- Blog – Your blog is your media outlet. Share all you can about your company, industry, passions, products, and services. Make it as personal as possible, otherwise nobody will care. You’ll be amazed at how many people are interested in the widgets that you create. Your content is also read by journalists who are looking for information.
- Meet – Look for journalists at conferences and other events. Attend local networking events that journalists attend (local press clubs or freelance media networks, for example). Attend the event to get to know them, not to pitch a story. Be yourself. Don’t act like a stereotypical PR person. You’re acting like a PR person if you don’t understand what I’m saying.
- Listen I have said it many times, but you can follow journalists on Twitter and other social networks. Participating in the conversation can reveal a lot about a journalist’s interests and preferences. Do not be a stalker. Listen to what you hear and take notes. You’ll find more opportunities if you pay attention.
- No – don’t send out news releases that are a waste of time. It may not seem like a good way to get more coverage, but this is the case. They will remember if you send journalists a bunch of crap. If you are on a list of PR spammers or you’ve been marked as someone to ignore, you won’t be able to see your newsworthy content. You may be asked to send a press release that’s lacking in ‘news’ or is full of gibberish. Please find a new angle, or simply don’t submit it.
- Target – Before pitching your story over the phone, on Twitter, in a cocktail or by press release, be sure to have the correct outlet and contact. Why would you waste time pitching to an outlet that will never cover your story? The Wall Street Journal isn’t interested in your latest accounting software release or the fact that you’ve been running a business for 10 years.
What is a Press Release?
Press releases are written by companies and sent to journalists. They do not result from independent journalism, but they can alert journalists about a possible news story. Press releases can contain biased or subjective interpretations, which should be taken into consideration by their readers. It is best to look at the appearance of an article to determine if it is a release or a news item. The release will usually not have a byline and should state the name of the press office that created it.
The Pros and Cons of Using Press Releases
A press release can be used to generate buzz about products, partnerships or noteworthy news. The press release encourages journalists to report the story. It encourages journalists to cover the story.
However, press releases can only go so far. As they are limited, they cannot replace a marketing plan. They can also come across as superficial or insincere because they are used to highlight the positive and eliminate the negative.
News Releases vs. Press Releases
While similar in their purpose, a news release and press release differ in content and focus. Press Releases are primarily marketing tools used to announce or promote events, products or services. News releases, on the other hand, cover newsworthy topics, such as crime, scandals, crimes, and human interest stories. Understanding these differences will help readers better understand the context and intent behind each release.
Think objectively when analyzing survey results. Use your noggin. Although the fact that 75% of journalists value news releases sounds good, it doesn’t necessarily mean that 75% of journalists will read your release.
If it is well written and relevant to the topics they cover, they may read it.
