Write my press release in the dust

Have you ever been in a meeting where someone says “we must do a press release”?Write my press release in the dust

That’s it: the press release is done.

But what does it actually do?

It’s a bit like producing a brochure and having hundreds or thousands sitting in boxes in the corner of the office gathering dust. We’ve invested our time in writing and design as well as money in printing, but we’re not getting any return on our investment as they sit there. All that we get is dust.

Writing the press release is often the easy part. Getting interest in it is the challenge. That’s where we have to ‘do’ a lot more.

If we’ve got relationships with journalists, we can talk to them about it.

We can distribute it to our target list of journalists.

We can post it on our web site.

We can share it on social media networks.

We can talk about it on audio or video.

We can think of other inventive ways to draw attention to it.

A bit like a Twitter stream rushing past, a press release in an email can get lost in a flood of other press releases. And if it doesn’t get noticed, it will have the same effect as those brochures gathering dust in our office.

Developing a process that brings press releases to the attention of target audiences takes some ‘doing’, but will get better value from a PR campaign.

How do you promote your press releases?

6 Comments

  • Sarvin Sidhu

    7-Oct-13 at 10:56 am Reply

    I’ve never prepared a press release before.. anyway, i enjoyed reading this 🙂

    • robertz

      7-Oct-13 at 11:16 am Reply

      Thanks, Sarvin. If you do want to write a press release, we’re posting lots of tips here.

  • Dazediva

    7-Oct-13 at 11:08 am Reply

    Stopping by from the UBC FB Page.
    I agree with what you’re saying – without a proper pr campaign – a press release by itself will really do no good for the brand / company in question.
    The press release itself needs to stand out from the copious amount of emails any journalist receive. Have noticed that sending an edible item with the press release / doing something different gets a better reaction than just an email release.

    • robertz

      7-Oct-13 at 11:18 am Reply

      Thanks. Edible always gets interest!

  • Katherine Hetzel

    7-Oct-13 at 11:25 am Reply

    I’ve prepared press releases relating to the achievements of a certain charity local to me. Pictures seem to go down well, and quotes…and definitely a good strapline.

    • robertz

      7-Oct-13 at 11:28 am Reply

      Yes, a photo is one of the best ways of attracting attention.

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