PUBLIC RELATIONS & PRESS RELEASE

When Should You Use a Press Release

Aston Lincoln, Marketing Consultant

29 Nov 2016

Every day someone says “We need to write a press release for that” and 1 in 10 times they would be right.

But, when should your company use a press release? The simple answer is, when your company has something newsworthy to say and the timing is right.

It’s easy for us to sit here making these statements. The dilemma you are facing is knowing what counts as a newsworthy story.

What is a Newsworthy Press Release

You appointed a new business development director to help increase sales in Scotland, your business is a small sized drinks manufacturer making fizzy drinks. A newsworthy story on a regional level… maybe! But if you were Coca Cola and was telling this story, it would be a much bigger story maybe even a global one. Scotland is the only country in the world where Coca Cola are not the overall market leaders. A move like this by them in Scotland will spark a lot of interest from several sections of the national press.

Newsworthy stories are being searched for everyday by media companies, but what you’re saying has to be newsworthy and relevant to their audiences. Otherwise, they may ignore your attempts to pitch them your press release/ stories and putting a theoretical strike against your name.

When should you use a press release

press-release-ignored

They may ignore your attempts to pitch them your press release

You appointed a new business development director to help increase sales in Scotland, your business is a small sized drinks manufacturer making fizzy drinks. A newsworthy story on a regional level… maybe! But if you were Coca Cola and was telling this story, it would be a much bigger story maybe even a global one. Scotland is the only country in the world where Coca Cola are not the overall market leaders. A move like this by them in Scotland will spark a lot of interest from several sections of the national press.

Newsworthy stories are being searched for everyday by media companies, but what you’re saying has to be newsworthy and relevant to their audiences. Otherwise, they may ignore your attempts to pitch them your press release/ stories and putting a theoretical strike against your name.

Newsworthy stories are being searched for everyday by media companies

It Should Not Be Every Month

The number of times you resort to using a press release can affect the usefulness of this method to communicate with media companies. Press releases shouldn’t be used once a month; press release should be placed throughout the year. This allows the media some time to breathe without being bombarded with press releases each month.

If you send one every month, the first 1 or 2 press releases you send may not be something that works the journalist, but the third one may be of interest to them. However, the journalist may never read the third one because the first two could put them off reading your pitches. Constantly pushing press releases to journalists puts you at risk of being ignored or even blocked.

To find out other reason for why your press release may have been ignored, this article on the guardian would be very useful. Why journalist are ignoring your press release.

Our Recommendation

You should sit down with someone that knows the media well. You can then discuss your yearly plans and try to find potentially newsworthy stories. Then you will need to find the right journalist’s that may be interested in what your press releases has to say. It’s always worth remembering each story will most probably be targeted at a different journalist.