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Press Release Intervention
If I had a dime every time I’ve heard a client say, “I think we should put out a press release,” I could bailout all three automakers and still have money left over to do the same for the airlines. In today’s Web 2.0-driven world, the press release is about as useful as the wooden wheel. Calling anyone in the media to tell them you want to talk to them about a certain press release is the quickest way to end up in someone like Brian Morrissey’s tweets. And if you know Brian, the tweet will be riddled with sarcasm and you’ll be in the middle of it…and rightfully so.
The press release is like crack for most clients. Once they have done it once they want to keep going back to it. The client constantly thinks of reasons to use it even though the high is short-lived. And the end result usually makes them crash because it rarely results in any media coverage.
As PR agencies it’s our job to conduct a press release intervention. It is long overdue. The abuse of press releases has caused our industry to suffer immensely. Why? Because we are usually the ones trying to pimp a release with zero news value to the media. And ultimately, this means that the agency is viewed as the annoying one, not the client.
So what’s an agency to do? Just say no. I’m not kidding. If you are an agency worth the retainer you are being paid, you will be able to demonstrate that the bulk of the coverage — hopefully 90+% — you have secured on behalf of your clients had nothing to do with a press release. If you’re good, the coverage had to do with pitching an original story that was of great interest to the readership or viewership of that particular media outlet/blog.
Like most addictions, some people cannot quit cold turkey. For the incredibly dependent client who has been toking on the press release crack-pipe for years, and in some cases decades, I have a technique that I have seen work well. Tell them you will write a release, but suggest they not put it over the wire. Tell them they can post it on their website. This usually gives them comfort and takes the edge off. No matter how much they beg, don’t put the release over the wire. I believe it is the act of putting the release over the wire that ignites the adrenaline rush that keeps the addiction alive.
What is your experience with press release interventions?
November 24th, 2008 at 8:31 am
Kel
This is interesting – but how do you change the reporters minds, and how do you track things that were annouced. I agree that issuing a release because Jackie in Sales blew her nose (using tissue!) is not news, but some things, esp. in B2B and high tech, require explanation beyond a 140 letter tweet. So how do you go about that in your view. We don’t put everything on the wire, but the documents must get written, no?
November 24th, 2008 at 9:36 am
david, there are certainly things that make sense for a press release. partnerships in a b2b situation can be a good example, although not always and rarely do they lead to real coverage. every situation is different. a publicly traded company like yours would probably lend itself to more press releases than other companies. however, i still think we need to raise the bar as to whether the release actually goes over the wire. your pr team can be more effective with a quick, non-invasive “just wanted to let you know” email to a reporter than sending a full-blown release. moreover, the reporter will appreciate the approach.
November 24th, 2008 at 11:39 am
The last two companies I managed were press release addicts for all the wrong reasons. I had constant pressure to put the most insignificant stories out there because they thought it brought value to their investors and justified raising capitol. Sadly, the financial stiff shirts fell hook line and sinker on these bogus tactics. I am sure with all the recent economic turmoil there will be a new realization to value and what makes a product story unique and differentiating so that it has significance in the market place – no more smoke and mirrors.
November 24th, 2008 at 11:58 am
tara, you bring up a good point regarding the economic downturn. as companies look to minimize expenditures, maybe they will be more likely to consider not putting releases over the wire to save the $750 +/- associated with doing so. hmmmm…maybe there is a silver lining to this economic mess…
November 25th, 2008 at 10:17 pm
The battle between PR and social media is playing out so quickly. I couldn’t agree more with you on Press Release Intervention.
Instead of just say no to press releases. What do you say yes to? 1:1 relationships, longer term investment in user base, getting to know your user base, listening.
Nice post.
November 26th, 2008 at 3:34 pm
garazag, thanks for the response. i say a resounding “yes” to all the things you cite!
November 28th, 2008 at 8:41 pm
Kel, completely agree on the need to say no, or at least throttle back the number of releases clients want. Equally as important is doing away with the word “thrilled” in releases. People are thrilled to win the lottery, but winning a lottery and announcing a new merger or business deal just isn’t “thrilling”. We all need to work on that as well… And with the new Web 2.0 tools the word “thrilled” really doesn’t play well. I think it’s actually banned on Twitter.
November 29th, 2008 at 4:19 pm
bill, that is so funny you mention the word “thrilled.” i couldn’t agree more and it is #1 on my list of release pet peeves. it couldn’t be any more unoriginal. personally, i like the word “jacked” but for some reason clients aren’t as thrilled with it. haha!
December 3rd, 2008 at 2:49 pm
Kel,
Remember that time you almost KILLED me for including “thrilled” in one of my releases??!!! I have to say that although I think sometimes press releases are a necessity for hard news, I do agree with you completely.
Thank you my fearless mentor,
Liz
December 3rd, 2008 at 3:47 pm
liz — killed you? what? i have no idea what you are talking about. haha! i do agree hard news is a good example for a release.