Wednesday, September 27, 2006

The News Release and Its Role in PR

One of the most oft-debated topics in public relations is the news release, it's purpose and whether or not there's any future for it left in PR. Like most contested issues, ask a half dozen PR people for their opinions on the issue, and you're likely to get half a dozen answers.

While there hasn't been much new in terms of news releases in quite some time, there are movements afoot to change it, most notably with the social media news release. In a nutshell, the social media release revamps the traditional version to address new technologies through the use of linking and multimedia elements, add context about the issue being discussed, make news more search friendly, and help build community.

Do these efforts matter? I suppose that depends on one's assessment of a news release's value. There are many journalists that deplore blanket e-mail blasts of news releases they'll never read. While some in the PR community think those sentiments are harsh, think of it this way: you're getting 100 e-mails a day from a PR person, each with a news release that's 2 pages long. If you even tried to read it all, there would be 200 pages of material every day. Now, ask yourself who would possibly have time to read all that?

There are certainly times when a news release has value. Some examples are personnel announcements, mergers/acquisitions, and other routine news. But PR pros are wise to remember that most of the outreach we do on behalf of clients doesn't involve something that's definitely going to get covered because of its newsworthiness. Rather, it involves news that will interest some reporters and not others. If PR practitioners spent more time developing a pitch that answers the age-old "why should I care?" question and targeted only reporters interested in that topic, the profession would be better for it.

Like everything, a news release will continue to have its place, simply because the emergence of a new medium/technology rarely means the complete death of something else. But as with any element in a PR campaign, careful thought should be given as to whether it adds value to a client's program. For it's those elements that add value that make clients feel their expenditures on a PR program is money well spent.

1 comment:

Mike Driehorst said...

Cyrus,
In this case, I think we can place more blame on the messenger, than the message. You noted: "There are many journalists that deplore blanket e-mail blasts of news releases...."

I would, too.

As you noted, we should spend good time crafting the message. We should also spend more time targeting the message -- whether the message is a pitch or news release distributed.

The main problem, IMO, is that too many PR people -- actually, media relations people -- assume they'll get *some* hits if they blanket the media with a story. It's the old, throw enough mud on the wall, and something will stick approach.

Mike