Media releases are often the first thing that comes to mind when discussing public relations.
They are a tried and true method, and are often very successful.
However, there is much more to public relations than the media release. There’s been a lot of talk recently about whether media releases are still relevant.
PR methods have changed with the times. With many brands vying for attention and so many stories wanting to be told in the media, it’s not enough to send a few media releases and hope that the coverage will follow.
In fact, it’s just lazy PR. Next time you start writing a media release, stop and think about what you want to achieve.
Which media outlet do you want to be covered in? Who is your intended audience? What story do you want to tell? Then decide whether a media release is definitely the right way to go.
Rubbish media releases are the bane of a journalist’s existence. Their inboxes are full of them, and they get more and more, every single day.
All audiences, journalists included, want information in the most effective, efficient way possible. A media release can still do that job, but it’s just the start. Journalists want a story that’s unique to their needs, and this requires further crafting of that story on both sides.
Unless you’re selling a hard news story with a headline-worthy hook, it’s likely that your release will simply go straight in the bin.
If you’re questioning whether your story is ‘newsworthy’ enough, it’s probably not.
Don’t worry though, because even if you don’t have any worthwhile news to share, there are still multiple ways to achieve positive media coverage for your business.
These include advice or opinion pieces, otherwise known as contributed editorial, or bylined articles. These are articles providing helpful advice, how-to tips, bold commentary, and explanations on a particular topic.
In a bylined article, you are attributed as the author with your name attached. Often your company name, website, a short bio and a photo of you are also included in the author line, or at the bottom of the article.
These are great for business leaders in particular, because it positions you as an expert, guarantees what will be said, and includes information that encourages the reader to take action.
If you’re planning on writing an opinion-based byline, consider topics including busting a particularly prevalent myth in your industry, exposing money-wasting schemes, weighing in on issues of the day or creating some kind of debate.
Sometimes it’s difficult to explain the benefits of your product or service. Offering a case study tailored to the media outlet shows these benefits and has the added bonus of focusing on a client or customer to tell the story so it’s less likely to be viewed as promotional, although by association it shows your organisation in a positive light.
Finally, look for feature and interview opportunities where possible.
However, don’t simply approach a journalist offering ‘an interview’. Instead, look for genuinely useful ways that you can fit into a current news story or ongoing debate.
A PR agency with good relationships with key media can also pitch you as a spokesperson for interviews, or as a case study to be involved in scheduled feature articles and news pieces.
Ultimately, if you have a good story to tell, a journalist does not care if you tell it over email, over the phone, or via carrier pigeon.
If a media release is the best way to tell your tale, then don’t let trends or half-baked theories stop you.
After all, it’s the content of the release, not the release itself, that matters.