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

Why? What’s the point?

We must know what we want to achieve before we start researching, interviewing, writing and distributing a press release.

Planning should identify business objectives. Focus your PR campaign and press releases on achieving these.

They could be to:

• generate more sales
• publicise an event
• raise your individual profile
• attract investor
• launch a new product
• establish a brand identity

When we know what we’re aiming to achieve, we know our time and effort will be well spent.