Why a press release isn’t always the answer

Press releases are the best-known form of PR, but they’re not always a good idea, says Jack Brodie, our b2b content writer

When a company has news, its first thought is often to issue a press release. However, if the story isn’t genuinely newsworthy, this can be counter-productive. Aside from wasting resources on something that might not generate much coverage, it risks harming your credibility with journalists and creating a ‘boy who cried wolf’ effect with your target audience.

Here are three questions to help decide if a press release is the way forward.

1.???? Is it news?

This seems obvious, but it’s always worth thinking about whether the story is actually news.

For example, a major brand might be proud of reaching a million followers on Instagram, but if they’ve already celebrated the milestone on the platform, their customers probably know already, making a press release unnecessary.

On a smaller scale, a niche manufacturer may have tweaked a product in a way that benefits its small customer-base – but if those customers are already aware of the change through word-of-mouth, there’s no need to go to press.

Only put it out there if you’re telling your audience something they don’t already know.

2.???? Is it interesting?

Not to be blunt, but what’s interesting within the walls of a company isn’t always interesting outside them.

Take your favourite brand. Would you really care if it celebrated its 40th anniversary, appointed a new marketing director, or unveiled a shiny new website? The answer isn’t necessarily ‘No’, but it’s worth asking the question.

The risk of putting out too many non-interesting press releases is that your audience will tune out, so when you do have some interesting news for them, they won’t be listening anymore.?

3.???? Does it fit with the bigger picture?

?It’s possible for a story to be both new and interesting, but still not press release material. How? If it doesn’t fit with your brand objectives or the wider social context.

For example, if you’re aiming to position yourself as a premium brand, then shouting about a new budget product could undermine the perception you’re trying to create. Similarly, it’s asking for trouble to tell the press all about your record financial year against a backdrop of controversial layoffs.

Always think of the bigger picture to avoid confusing your audience or inviting criticism.

The key thing to remember is this: one impactful release beats five mediocre ones. So if your news fails any of the above tests, it’s probably not one to go ahead with. Instead, consider turning it into a blog, a social post, or a newsletter story – and save the press release for when you have some real news.

As an award-winning public relations consultancy, we create conversations that the media and influencers are keen to promote, that your key targets want to hear about, and that include the brand messages you need to shout about. To get in touch, click here.