What Every Press Release Needs (Online Media Outreach, Part 4)

(NOTE: This is part 4 of a 10-part series. Index to this series.)

OK – I really shouldn’t have to inform the public relations (PR) community about something so basic, but apparently it’s necessary:

Every press release should include contact information – ideally specific contact information, but there should at least be something to meet the crucial journalistic need for contact.

When a press release includes no contact information, it sends a clear message to journalists: “We don’t want to answer any questions.” To journalists, this indicates ineptitude, uncooperativeness, or possibly a desire to conceal – all of which make the organization publishing the release look bad. In effect, this is anti-PR.

YES, PUT IT ON EVERY SINGLE PRESS RELEASE

Many web sites offer press contact information only on a single page or section of their site. However, it’s important to remember that many people will first encounter your press release by routes other than entering your online press room. Since you cannot control the reader’s context, you must provide what they need directly in the press release – or else they may not take the time to find out how to contact your organizations. (Remember, journalists are always in a hurry.)

Press releases get delivered, passed around, and used in myriad ways. For instance, in addition to posting a press release on its own web site, an organization also may distribute it through a service such as PR Newswire, fax or snail-mail it to reporters, or hand it out at a conference.

Also, the people who receive your press release (or find it online) may in turn forward it along by various means to other people or organizations. For instance, an editor may e-mail it to a journalist. Or (this is especially common) someone may link directly to your release, bypassing the “front door” of your online press room.

These kinds of activities are very beneficial, because they mean your release probably will be read by more people. However, this does mean that you must take more responsibility for supplying necessary context directly within the release.

GOOD AND BAD EXAMPLES

Fortunately, most organizations get this right. For instance, the Union of Concerned Scientists, Edison Electric Institute, Exelon Corp., and the US Dept. of Homeland Security all include specific contact information on every press release they publish.

Considering the overwhelming ease and importants of putting contact info on press releases, I can’t believe that some organizations overlook this – but they do. As I mentioned earlier in this series, Monsanto is a high-profile offender. Others include: