(Editor's note: BTW, I always refer to it as news release. The old TV guy in me. -JN)
Late last month the intersection of technology, journalism and public relations was sent into a tizzy when a number of news sites fell for a phony press release posted to PRWeb in an apparent attempt to game the stock market. While other postulate whether this is a nail in the coffin of PR, journalism, Google News or all of the above (and what’s next), I wanted to talk a bit about the document that got this whole mess started and how we think about them here at The Hodges Partnership: the press release (or news release, if you prefer).
We certainly produce our share of press releases around here, usually in close collaboration with our clients, and they have their uses, including securing approval from corporate legal departments, satisfying federal regulations and highlighting basic facts about a company or campaign. In fact, we create enough press releases that we put a press release pun on our doorbell sign. But, at least for the way we practice PR, the news release is not usually the center of our media relations strategy.
Media relations, stated as simply as possible, is about:
- Helping journalists understand what our clients do, so they can decide whether to write about them
- Helping our clients hone their message or generate newsworthy content that supports their business goals
In some cases, a press release may be the right tactic to achieve those goals, but more often it requires a pitch targeted to specific journalists. If all goes well, we help the journalist do their job and help our clients get their message out to the world. And of course, as important as media relations remains, it is only one tactic in a company’s public relations and social media programs.