Putting the press release in it’s place

Claire Thompson, Waves PR

As I’m in the process of organising some get-togethers based around the tools that PR people use, I am highly conscious that making the first one about media databases and press release distribution services is going to raise some eyebrows amongst social media purists, and possibly reinforce some PR stereotypes.

In my own defence, I chose this particular subject for starters as someone had already stuck their hand up to help; because it’s quick and easy to trial the ‘get-together’ format with; and because this is a great way to see what quality of data is out there, and how easy these sytems are to use – as PR folk we cannot possibly know every single publication/blog/website out there so these databases are a valuable point of departure.

(And the second one, on social media monitoring tools, will take more research on my part as there are new tools appearing daily.)

I don’t want to make the event about press releases, but feel the need to address what place I believe the press release has in a 2.0, 3.0, P2P world.

In all honesty, a press release has only ever been as useful as the way it’s written and the way it’s used. No rule is hard and fast, and it’s all about context and the preferences of the recipient. There are professional journalists who know what value a press release has and use it as a point of departure. There are bloggers who want to shoot the sender for the mere suggestion that they might even consider using pre-fabricated news. And vice versa. And every colour and shade in between. And it varies hugely according to the sector you work in.

Vitally, a press release is often a legal and/or regulatory requirement. I find it terrifying that people wanting to help organisations with their communications, particularly in the rapidly developing on-line arena, are unaware of the legal implications and the potential consequences of getting it wrong. In this context a press release is a legal record of disclosure, and has to be ‘blasted’ to appropriate sources simultaneously – but when it’s this important, its generally significant news and most of the recipients won’t take exception to receiving it, even just as an FYI (if it’s sent to the right places).

But, for the most part, press releases are about being useful and making life easy for someone you are getting information to.

A well crafted release, with accurate information and checked, approved information is valuable back up to a story (which has almost always been a dialogue to get the right angle for that particular writer, rarely a one way street). Consider, for example, technical information for cars or laptops – having accurate information in a single document is a valuable resource for any journalist or blogger to refer back to. There are nuances in their use, but, in general, they have their place.

Then there are the news aggregators on-line. Let me offer up an example of when I personally might create something for these. If a technology company adds a new function to it’s software, it’s not necessarily the kind of world-shattering news that any journalist (paid or citizen) is going to want to cover. But it is useful information for someone who’s looking for it. So by using news aggregation you make it findable.

And last, but not least, it’s a pointer. Consider the information released by government. If their PR people went to every single publication/site individually, at a conservative estimate, the first ones would have information around 18 months before the last one was contacted.

I acknowledge that there was a trend, thankfully short-lived, towards ‘churnalism’ in some parts of the media, particularly online, where the need to feed the beast meant the need for rapid, constant news. Whilst the media were prolific and hungry, this suited their needs. The media landscape is changing

constantly and changing fast, and it is up to the person communicating to be sensitive to the needs of the recipient and understand their needs.

I don’t think it makes a lot of difference whether you use a press release or SMR, for any context beyond disclosure – all it’s doing is acting as a signpost for something more delicious. A trad release can just as easily link back to a video or other multimedia content appropriate for those who create their content on-line, although culturally some bloggers may find it more palatable to be delivered apparently raw material than to be delivered a polished release. Again, it’s about context.

As PR consultants, it’s almost impossible to be right all of the time. But we can have a darned good try, learn and be humble when we get it wrong. The press release can be a valuable tool to help us along the way, but it is just that – a tool to be handled with a degree of sensitivity to people’s needs.

I can’t finish this piece without relaying the following. I have heard one or two things at conferences recently which will make professional journalists and PR folk alike roar with laughter (or curl their toes in horror). The best was a presentation aimed at PR folk by a well established social media expert who suggested that in the old world we could issue releases and tell journalists what to write, or that they would just lift the third bullet point from the release and print it if we told them to.

Clue for anyone left wondering: the last laugh’s not on the PR world.

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1. WavesPR » thupr: media databases and distribution wires — December 2, 2009 @ 1:36 pm

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