Straight Talk About the PRESS RELEASE

I’m about to demystify the most commonly used TOOL in PR. The Press Release (dun dun dun…).

Merriam-Webster defines a press release as “an official statement that is given to radio stations, television news programs, newspapers, and magazines.” Well, that’s dated. MW needs to update its definitions to include digital media channels and alternate news forms, e.g., blogs, podcasts, vidcasts, etc. More importantly, I wouldn’t say that most press releases serve as a ‘statement’, which is defined as a “single declaration or remark; assertion; report of facts or opinions.”

In the good old days, a press release was written in a way that had to compel reporters to read and cover it. Now, any wire distribution makes each release searchable and accessible by anyone. That means that each release needs to be relevant for media and the intended audience.

?A press release is indeed a tool. It is not a strategy, and does not define PR. It is one form of communication for a company to get its messages out, in an official way. A lot of media outlets, if interested, will lift content directly from a press release and add a bit of extra content so it’s a more original story. So, it is an important tool, but it’s just one of many used by PR pros.

When is the right time to issue a press release? That really depends on a given strategy, and whether a press release makes sense. Here are just a few.

• Public companies are required to disclose material information. A disclosure press release can be brief and factual [aside from financials, say for earnings, and legal statements].
• Product launch (and for a drug/device/diagnostic, FDA approval)
• Funding round closings for earlier stage companies
• Other major company or product milestones, e.g., IPO, acquisition, new product formulation or brand, updates/changes to company leadership, etc.

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We created a template for life sciences companies that can’t afford professional support so DIY their press releases – never recommended but sometimes necessary. Of course, anyone can grab a template from a search, copy other companies, or have an AI content generator spit out a draft. However, nothing can replace a person’s knowledge or critical thinking of how to craft a compelling message and how that will resonate with your audiences.

So… for company owners, business managers, marketers or other non comms professionals, before you write or issue a press release, ask yourself some key questions:

• Why are you issuing a press release?
• Which audiences are you intending/hoping to reach?
• Do you have a credible spokesperson(s) to quote, who could also do media interviews if asked?
• What result do you want, and is it reasonable (a ‘one in done’ press release will not do much for one’s business)
• Do you want/expect original media coverage, and if so, how are you pitching it?
• Do you have an account with a reputable newswire service, and if so, are you optimizing the cost options?

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And so much more. This was going to be a regular LI post but there’s too much to explain. If you must DIY, below is the template, as well as a guide on developing your key messages.

https://www.raliancecommunications.com/press-release-template/

https://www.raliancecommunications.com/messaging-tip-sheet/

Good luck! Give us a call if you need help.

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