Insights from a PR Expert

Why Press Releases Don't Always Work

March 2007

I often read press releases that go no where. Most press releases are written mechanically, with little attention to the actual, underlying story. And all too often, the press release offers no valuable news and it includes mumbo jumbo that most of us frankly don't care about or even understand. Plus, reporters are often callous to press releases because they know they are unoriginal and uninspiring. Most companies send the same press release to their entire media contact list. Why would a reporter who is pressed to find the new and unusual stories be bothered with something sent to 20 other media outlets, including his cross town competition? While some companies simply put forth press releases to boost their website content, if the goal is to garner media coverage, companies need to think beyond the basic press release.

Find the Underlying Story

Instead of writing a press release to announce an office move to a new location, for example, think about further developing that idea to find the underlying cause of the move - therein is where the interesting story lies. Why did you move? Was it because you needed more space because you've experienced double digit growth in the last year? Is it because you're moving to an area that more strongly is associated with your business and you therefore feel your business will thrive?  Are you part of a major national trend (i.e., are you manufacturing an energy saving light bulb and the spotlight on global warming has boosted your bottom line?). If any of these underlying reasons caused the office move, you have found the "story" to pitch. Rather than write a press release, instead develop a tailored pitch note. Tell your story in that pitch. Talk about your growth, how and why it happened, and then explain that such growth forced your company to move to a larger location. Take that story to your local newspaper. More often than not, your efforts will turn into an article.

Give Reporters No Way Out

After years of working in an agency and being handed random press releases to "pitch," I've learned that the overused and sometimes downtrodden press release gives a reporter a way out of covering your story. For example, in the case of the company relocating its offices, let's say I email or fax the press release to a local reporter and then make this dreaded follow up phone call: "Hi, I just sent you a press release about Acme moving its headquarters because it has experienced some phenomenal growth lately. Did you get my press release and are you interested in covering us?" The reporter usually will provide a glib response, "Yeah, I got it. I'll call you if I'm interested." Click, he hangs up.

Now, instead of sending a press release, you send that personalized and well thought out pitch note. The follow-up call would go something like this: "Hi, I'm calling on behalf of Acme. Did you know that Acme's light bulbs are energy efficient and due to the attention on global warming nowadays, our small company has turned into a big national player. Our roots are here in Springfield and we just moved our offices to accommodate such phenomenal growth. We'd love to brief you on our company and talk about why we think this growth is important to Springfield. We could also offer your readers some tips on how to make their homes more energy efficient as we head into the cold winter season." The reporter, at that point, will have to digest what you said versus completely write-off your press release. The reporter will likely ask for more information or ask additional questions like, "What kind of tips can he offer?" or "I didn't realize Acme was based here - I'd like to learn more."

While press releases continue to serve an important purpose in public relations, remember, they are not always a tried and true tactic. Given the industry's overuse and abuse of the basic press release, reporters have become hardened to them. Remember, if your goal is to get news, develop a story pitch, not a press release. You'll have a much better chance of selling a personalized, well thought out story over a press release that the reporter knows you sent to his local competition as well.

- Jennifer Finke