What are the misconceptions about press releases that can hurt your communication strategy?

Press releases are most often used for journalists, which is why clear and concise language is best for them, but journalists are not the only people who read press releases. Oftentimes, press releases are made public, which means anyone can read them. It’s unwise to cater your press releases specifically to journalists and news outlets, so you should always ensure that your verbiage is as accessible as possible to the non-journalists who may come across your press release.

One common misconception about press releases is that they are standalone tools for garnering media coverage. In reality, they should be part of a broader communication strategy. Some believe that press releases are only meant for major news events, overlooking their potential for routine updates and industry insights. Additionally, there's a misconception that simply distributing a press release guarantees media attention. In truth, building relationships with journalists and tailoring releases to the interests of specific media outlets is crucial. Another misconception is that press releases are primarily for journalists, neglecting the fact that they can also serve as valuable content for the general audience and social media.

Sadly, this is one of the biggest reasons people want them, even though it is probably the reason not to issue one. It has to be newsworthy to the news outlet's audience plain and simple.

Indeed. Visibility in the media is great, but using the platform of press releases to speak about even the smallest occurance can wear your audience and good will with press down and drown out your really important messages.

Absolutely! The most effective way to gain outreach is to invite more people to the party by partnering with others who share your mission/objectives. Ive done this with success using joint press releases for events with partners and coordinating that with joint social media efforts to create buzz. It requires strong collaboration, commitment from all sides, and constant follow up. You will be busy but results are compounded in outreach and impressions for all involved.

Press releases are incredibly important when establishing a relationship with the news media. They are also important when requesting media coverage on events not previously covered. With the advent of social media, having a strong online presence, coupled with strong media relations and understanding what is newsworthy, can often circumvent the traditional use of press releases depending on your organization, and the habitual coverage of that particular topic. For example, when I communicated on behalf of a university police department, simply tagging local news on community policing events such as Coffee with a Cop on social media garnered coverage, once those relationships grew over time.

Quite well covered, kudos?? Personally I have not used press release yet, not for any reason other than that I have been in the media industry quite a long period now and it is quite easy to set things rolling by a simple dial, but press release is for sure an effective, user friendly tool when you have no established link with your target audience yet.