News That Means Business

February 6, 2014

The Staying Power of The Press Release

Filed under: pr,public relations,Uncategorized — Caryl Communications @ 3:47 pm

The Staying Power of The Press Release
By Evelyn Weiss Francisco

Our commitment as PR professionals is not only to our clients but also to media. The press release has been the standardized method of delivering the full story of a client’s worthy news to media outlets. With the consistent structure of a well-written press release, it has been, and can continue to be, a tidy package with all the necessary components (who, what, when, where, why).  A reporter or editor can either publish the story as-is or re-package it. If a release includes the added bonus of background material, a reporter may even find a future concept or content that can be used to fit another trend or feature.

For example, we recently sent a press release announcing an executive promotion. Within an hour, a number of trade publications had published the release as it was written.  Another daily newspaper called for an interview and added “exclusive” quotes and printed their customized article the next day. Also, a great number of online news sites ran the press release as written.

However, in the age of social media, a high dose of snippets of information are all many reporters will endure, but readers may want to know more, especially readers of print publications. An updated version of the release uses a social media template with short bullets that summarize the key points as well as links or embedded images that include more. Social media actually becomes an additional delivery method for the release as PR firms like ours now reach an expanded audience of reporters as well as the public.

Ideally, a good PR firm with seasoned writers will include the key elements of a story in one package – a well-written, concise press release. At the same time, social media tools will expand the dissemination of the news, reaching media and the public at the same time.

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