Most businesses and non-profits are familiar with the traditional news release. You know, the “who,” “what,” “where,” “when” and “why” of your news in the inverted pyramid style (most important on top, least important at the bottom). In years past, the news release served as the backbone of most public relations programs, but the digital age has changed that. There are now a host of new tools and practices that should be incorporated into any public relations program.
I believe the news release still has a time and place in any PR program—and I’ve written about this before. But if the news release (and any coverage your organization might receive from one) is the only component in your public relations plan, it’s time to rethink your PR. A comprehensive PR program is so much more than the simple news release.
The news releases provides quick, shot-in-the-arm visibility
The news release provides a great way to get brief news out about your organization fairly quickly (depending on the media outlet). Upcoming events, speaking engagements, awards, new product or service announcements, and new hire announcements are all fodder for a news release. But any effect is fleeting—your news is here one minute and gone the next.
You control everything that goes into the news release—but you can’t control how much the media pulls from one (if anything). Rarely is a news release reprinted (or used) in its entirety. They usually are distilled to one or two sentences if you’re lucky.
Think of the news release as a booster shot for your PR program. Use them sparingly. And, don’t let them be the only thing you rely on for maintaining the long-term health of your PR program. (It is but one tactic in an integrated marketing-communications program that ideally includes the strategic use of paid media, unpaid media and owned media.) Used in isolation, the news release simply cannot sustain the life of an effective PR program.
Share the deeper stories through your PR activities
The real value of PR comes from securing longer, feature type stories or interview opportunities for you. These stories and opportunities go beyond the depth and breadth of any news release. And the media love them! Much of our time is spent refining and pitching these story opportunities to the media on behalf of our clients. Certainly taking advantage of these opportunities will take time out of your busy day, but they are essential if you seek to be top-of-mind among those you want to reach and make any lasting impact through your work.
Valuable PR opportunities like these come along much more regularly when the media is familiar with you and your organization. This familiarity comes through—you guessed it—a sustained public relations program.
If your organization is investing time and money into a PR program, it makes sense to do it well. Don’t short change the effort by relying solely on news releases and expecting meaningful results. If you’re looking for lasting change or support (as in the case of a non-profit organization) or seeking an increased presence in the hearts and minds of your customers and others who are important to your organization, it takes the time and effort of an integrated public relations program.
photo CC via flickr Dennis Skley