Last week a good friend of mine who owns his own business asked me about sending out a news release. His concern was sending out the release the day after the Pope announcement – – would the media avoid the news release because of the Papal appointment? (as a funny aside, I saw several Tweets and posts from PR folks “advising” to send out your bad news today since the media was covering the news from the Vatican)
My feeling has always been the news release does not equal news coverage from the media. The only wire a reporter at The Denver Post is looking at on his or her computer is from the Associated Press, Reuters, etc. However, 15 years ago it was difficult to disprove that because news releases were routinely seen – verbatim – on sites like MSNBC, New York Times, Denver Post, etc.
The somewhat dirty little secret at the time was, because of relationships the press release companies had with different aggregators, client releases would be seen on high profile sites.
That was the good news. The bad news was the release was so buried within the site that it would take you – literally – seven or eight clicks to get to the release. This was before the days of Google (yes, there were days before Google) so the real likelihood of being seen was…what is the word I’m looking for…small.
This is less indictment and more comment on the times. For me, if you wanted to get a story in print, on television, etc., you needed to reach out to the media and build a relationship by (for those who have read my blogs before, here it comes) developing a compelling story for your real/appropriate audience.
Well, times have certainly changed, but some things remain the same: the best way to get a story out to your real/appropriate audience via the media is by developing the compelling story and unless you are a publicly held company, the media aren’t waiting for your news release.
Does that mean the news release is dead? Absolutely not. Like many who have aged, I believe it has gone through a facelift of sorts. I would categorize a press release as a type of content that can/should be used to help tell a story, build a brand, etc. Distributing the news release has benefits. It can rank on the search sites. It can be a part of your company blog. You can Tweet about it and post on your Facebook Page.
Along the same lines, the way we reach the media has most definitely changed, but whether it is Direct Messaging them on Twitter, following their Facebook Page, calling, emailing or texting the one thing remains the same – – the media want/need compelling stories. And, given the increased access to what they are looking for, there are no real excuses as to not pitching them something appropriate.
But what about the media itself? Media has changed over the year with bloggers, social sites and news aggregators altering the landscape and not necessarily following the “rules” of…your mother’s media. Today, someone may post a story without checking sources, Tweet it to his followers and – when he/she realizes a mistake was made, sends a correction that isn’t “consumed” by everyone who received the first Tweet. Well, this is a topic for another day.
Another friend of mine shared a great infographic talking about the changing face of PR. The bottom part of it was my favorite. Those elements that remain: relationships, storytelling, thought leadership, authenticity, facts, speed, preparedness and credibility.