Unless you work at a public relations firm or have immediate interaction with a PR representative, it’s very unlikely one will know exactly what the day-to-day of a publicist entails. If anything, an outsider’s immediate thought is probably tied to writing and distributing press releases – which is true, but certainly not what takes up the majority of our daily to-do list.
In fact, unless something is extremely newsworthy, press releases aren’t our main focus. So then, what exactly constitutes newsworthy content and whether it deserves its own press announcement? And an effective announcement at that? You’d be surprised.
With these questions in mind, I thought I’d share some of the Konnect team’s best tricks when determining what deserves a press release, and what doesn’t:
1. Make sure the ‘amazing’ news you have to share really is amazing…
As the PR agency experts, it’s our place to communicate to the client what exactly is newsworthy and actually deserves both the time and investment of writing a press release. If it’s not something mass media will care about and doesn’t contribute to a larger conversation, it can probably be kept to a pitch for a smaller, more targeted audience. Acquisitions, openings, partnerships, new products, awards and major hirings are all great examples of when it would be best to execute a release. As a general rule – if you have to think hard about whether or not your announcement is newsworthy… it likely isn’t.
2. Newswire or No?
This is also the perfect time to be transparent with the client and discuss the pros and cons of putting the release out to the paid wire services (PR Newswire, etc.) and which will have the most value, if any. If it’s a simple announcement, it might be best to stick to the free wires.
3. Pass on the puff
The only thing worse than blasting an untimely or non-newsworthy press release is sending one through that is overly fluffy. A press release should stick to the facts – who, what, where, when and why. Anything overly lengthy and lacking substance will further reduce your chances of a journalist taking a look.
4. A little extra goes a long way
Using the right verbiage in an announcement will help to create beneficial SEO value for the brand you are promoting. While it is best to stick to the facts, make sure you’re also crafting a statement that aligns with the core messaging you’ve already established with your client. Once a press release is out there, it will help to provide more opportunity for name recognition and visibility that will hopefully turn into traffic.
Hope these tips and tricks help to determine the best course of action in developing your next big announcement!