Posts Tagged: news release
Is it really news? Does it matter anymore?
by Rebecca Kirkham on June 1, 2010 | no comments
in Corporate Communications, Writing, public relations
True confession time. My name is Rebecca and sometimes I write news releases about things that aren’t really news.
Now that I’ve gotten that off my chest, let me explain. You see, I’m one of those people who actually remembers what life was like before Facebook, Twitter and even the Internet made it easy for something seemingly insignificant to reach people far and wide. Back then, press releases were reserved for truly newsworthy events. Frontloaded with the five Ws (who, what, when, where and why), they were designed to stand up to the scrutiny of crusty old journalists who drink their coffee black and smoke at their desks. (Ok, maybe not all of them…but you get the picture.) News had to be just that: news.
Things are different now. With many newsrooms operating with a skeleton crew, reporters are increasingly looking for ready-made news. It’s not uncommon to see a press release that would have once made it straight to the circular file actually make it to print. Even if it doesn’t, news releases often find a broader audience online than in traditional media. Wire distribution services such as PR Newswire and Business Wire are now search engine optimized to allow your news release to “live” online in perpetuity. As a result, many companies are opting to release “news” that’s actually more suited for a company newsletter, a white paper or even a corporate brochure than a press release.
But that begs the question: should you do it just because you can? Like most things in the PR world, the answer depends on your unique situation and your goals. Here are a few tips to keep in mind as you weigh your options.
- Consider the big picture. Understand that you’re not likey to get widespread press coverage on a news release packed with non-news. But if your goal is to attach yourself to a particular issue or get “on record” with key audiences following your company, it may make sense – especially if you are up against negative news. Even if you don’t get the media coverage you desire, distributing your release via a search engine optimized newswire will ensure that people searching for information about your company get a more balanced look at what you’re all about.
- Get creative. When it comes to the Internet, fresh news – be it in a press release or a blog post – can go a long way toward combating the negative. While it’s a tactic that shouldn’t be abused, a new release detailing your company’s latest charitable contribution or round of promotions is likely to rank above the article about the lawsuit you settled last month in search engine listings. At least temporarily.
- Call your shots. Don’t assume your efforts to “bury” bad news means it will go unnoticed. Releasing other news should never replace direct communication with key audiences on an issue – especially in the event of a crisis.
- Get personal. Finally, whether you’re announcing a major acquisition or an employee of the month, remember to send copies of the release to your “family and friends” list.
So while the five W’s still have a place in the world, the definition of what is news is shifting daily. If you decide to spread the word for the sake of spreading the word, remember that – as with everything in life – a little common sense and moderation go a long way.
Here’s a Tip: Search Engine Optimize Your Press Releases
by Allison Russo on April 27, 2010 | no comments
in Media Relations, Writing, public relations
As much as I enjoy lazy Sundays spent drinking coffee and reading my beloved Styles section of The New York Times, I don’t know how I would function without the ability to effortlessly and instantly read the news online during the busy work week. With the invention of Really Simple Syndication (RSS) feeds, Twitter, Google Reader and the likes, I tend to believe I’m not alone in the quest for news delivery at the speed of light (at least Monday-Friday!). In fact, according to a recent article from the BBC, Pew Research Center has determined that online new sites are the “third most popular form of news, behind local and national TV stations.”
With that said, as PR practitioners, we have had to evolve our PR tools to cater to the needs of our target audience, which evidence shows, primarily lives online. So what is this evolving PR tool that I speak of? The Search Engine Optimized (SEO) press release. An SEO press release will not only get your news online, it will also help to improve your search ranking on Google, Yahoo! and Bing and, in turn, provide additional exposure to your company news. Below are five tips for creating a press release that will do just that:
Use Keywords: Develop a list of keywords that relate directly to the press release content and to your company. Repetition of these keywords will help search engines pick up on the main focus of the release. SEO experts say that search engines typically determine credibility of a release from reviewing only the first 250 words, so try to work your keywords into the beginning of the release as often as possible (at least three times is ideal).
Nix Generic Headlines: Many PR practitioners make the mistake of using a “teaser” headline or saying something generic to pique the interest of a curious editor. When it comes to SEO, a generic headline will go unnoticed if it is not informative. Make your headlines short and concise and always include your company’s name and a keyword or two.
Include Links: Linking to websites relevant to your press release content is another method search engines use when determining credibility. Link to your company website, of course, but make sure to link to other sites to improve rankings.
Limit Jargon: Press releases, whether meant for online distribution or not, should never include a lot of jargon. The point of a release is to get your news out there, not confuse people. The same goes for SEO. Search engines will have a hard time picking up on acronyms, so make sure to spell them out, at least upon first mention.
Embed Multimedia: Editors and search engines alike appreciate the value of multimedia to help tell a story. Embedding multimedia that links back to a website will help to improve ranking.
What else are you doing to search engine optimize your press releases?
The News Release – More Important Than Ever?
by Ashley Webb on January 14, 2010 | no comments
in Media Relations, The Media, public relations
A new study released Monday by the Pew Research Center’s Project for Excellence in Journalism investigates where news comes from in today’s rapidly changing media landscape.
A week-long examination of all the local media outlets in Baltimore suggests that while the news landscape has rapidly expanded, newspapers remain the primary source of information. Nearly 50 percent of the public got its information from the print media, while almost 30 percent relied on local TV. Niche media, such as specialty papers focused on business and law (approaching 15 percent), radio (under 10 percent), and new media (approaching five percent) were the other sources.
The study conducted an “examination of six major narratives” produced during the week and found that “most of the ‘news’ people receive contains no original reporting.” Eight out of ten stories “simply repeated or repackaged previously published information.”
And, of the stories that did contain new information, 95 percent came from newspapers. Blogs, Twitter and local websites played a limited role – working as an alert system to break news more quickly.
So what does this mean for PR professionals?
As newspapers get slimmer and reporting staffs continue to shrink, well-written news releases are becoming more important than ever. I found the following statement from the report quite interesting, although I’m not surprised.
“As news is posted faster, often with little enterprise reporting added, the official version of events is becoming more important. We found official press releases often appear word for word in first accounts of events, though often not noted as such.”
So remember to keep a news-like tone (no marketing hype) when writing your next news release – it may increase the likelihood of securing a worthy placement.
No Mammograms? Just Blame It On The Communicators.
by Paula Lovell on December 3, 2009 | 2 comments
in Healthcare, Organizational Behavior, The Media, public relations
Now the U.S. Preventive Services Task Force (USPSTF) says it never really MEANT to recommend that women between the ages of 40 and 49 not get mammograms, despite its very clearly articulated press release on the subject. The task force claims it was a poorly written communication. What, they didn’t read it in the first place? They didn’t happen to notice that it very clearly stated they were “RECOMMENDING” a change in when women get their first mammograms?
As a breast cancer survivor, along with my sister, I am outraged that the Task Force denies its recommendations aren’t cost-driven. How absurd. Of course, they are. I don’t actually mind that the recommendations are cost-driven…but they should “fess up.” Let’s call it what it is…an insensitive re-analysis of old data with an eye toward saving money, not lives.
I support evidence-based medicine, and if there is research proving that certain slow-growing malignant tumors won’t kill you so you don’t need to treat them, I’m all for that. The problem is, the science doesn’t yet exist to inform women (before they know they have a tumor), whether the tumor (that they don’t know they have) is fast-growing or slow-growing! That’s a rather important detail.
Don’t even get me started on the Task Force’s recommendation that physicians no longer teach women to do breast exams. I guess the intention is that an undetected tumor won’t drive a woman into her physician for a diagnostic test…because that might be a waste of money. And then there were the Task Force’s patronizing comments about the angst and anxiety caused by false positives. Let me just say that the idea that young women I know and love who might NOT get their annual mammograms concerns me much more, not to mention what it will do to their families if they have cancer and it goes undetected for up to ten years. The appalling thing is that the Task Force admits that women between the ages of 40 and 49 die from breast cancer…just not enough women to warrant the test.
It seems logical that the intent of the study was to take a new look at data, make some kind of determination and then communicate with women and healthcare professionals (I didn’t say health plans) about the findings. Since it was a new look at existing information and not a new clinical study, the entire point was to communicate new conclusions. I find it mildly amusing that only after the media and the public put up such a fuss, they want to change their song and blame it on a mis-communication.
I’m not sure I buy it. You?
Five Steps for Effective News Release Distribution
by Ashley Webb on April 24, 2009 | 1 comment
in Media Relations
Spending a good portion of my time compiling media lists, distributing press releases and contacting the media, I’ve learned some valuable tips in my short journey as a PR professional that I’d like to share.
Although contacting a reporter you’ve built a relationship with is ideal, many times distributing a release requires you to reach out to unfamiliar markets.
When preparing for a media cold call, go through these five steps to help ensure your release gets in the right hands.
1. Research. Look for the media outlets that speak directly to your target audience.
2. Find a contact. Look for the editor or reporter who would find the release most interesting or newsworthy.
When sending a release to a newspaper, look for the beat editor or reporter. For example, if I were distributing a release about a new school program, I would want to contact the education editor or education reporter. If you’re unable to find a beat editor or reporter, your next best option is the editor or managing editor.
When distributing to TV outlets, look for the assignment desk or beat reporter, and when distributing to radio outlets look for the news director or program director.
3. Investigate. Search for articles or stories previously covered by the reporter. Does the reporter cover issues relevant to the information in the release? Also, pay attention to the reporter’s angle on the issue so you better understand how they like to approach it.
4. Follow up. And do it in a timely manner! It’s not uncommon for someone to overlook or delete your email.
5. Keep in touch. If you receive positive feedback, even if it’s simply thanking you for the information, make note of it. Building rapport with a reporter will go a long way!
Do you have any tips to share?