I’ve never liked press releases – even though, in my journalistic work, I’ve often relied on them for story leads and background. But I’ve never actually liked them. They’ve always felt slimy and fake to me. I’ve always thought there had to be a better way to convey that information, to make those kinds of connections.
True, some people are very attached to this vehicle. They generally sound like this.
I’m so glad that neither journalists nor PR folks need rely on (or resort to) press releases any longer.
Really, we don’t. I mean it. Here’s why we should let the press release die a merciful, quick death – by force if necessary…
NEWS IS BROADER THAN NEWS ORGANIZATIONS
With the advent of the internet and other decentralized communication systems (notably cell phones), it’s become apparent that traditional news organizations no longer hold a monopoly on defining “what’s news.” In fact, they never did – they just managed to swallow their own hype for as long as limited technology would support that peculiar delusion.
When news organizations appeared to dictate what is and is not newsworthy, all those who would be in the public eye would dutifully apply for admittance to that club. The press release was that application form. Like any bureaucratic tool, press releases were an artificial construction intended to either curry favor or to threaten – rather than communicate. Their stiff and stodgy format oozed pretension, pandering, and posturing.
In a word, press releases sound fake. That is entirely intentional. To my mind, there’s something patently screwy about that. Why should news (ostensibly a reflection and exploration of what’s happening in the real world) rely in any way upon something so obviously fake as a press release?
Most journalists I know (and I know a lot of journalists) loathe press releases – even well-written ones. Reading them is a mind-numbing chore.
First of all, the content of most of press releases is utterly useless. It never fails to amaze me when I see a press release heralding the appointment of a new VP of Sales. WHO CARES????
A BETTER WAY: THE PUBLIC CONVERSATION
Now that technology has put us all in touch with each other, and we no longer have to squeeze our conversations through artificially small gates watched by self-important gatekeepers, we can relax a bit and start talking like people – finally.
Any organization or individual can communicate far more effectively (with the target audience – not just the mainstream media) by participating in the public conversation.
TRY THIS: The next time you’re tempted to issue a press release: STOP!!!! Instead, post a web page or blog item that explains what’s new – and more importantly, why anyone should care. The “so what” should go right up front. Even more, you should indicate who should care about your news, and why.
Then make sure your announcement gets picked up by the blogwatching services like Technorati. (Blogging tools and feeds make this very easy). It’s more likely to get noticed there fast.
Then talk it up – in forums with your target audience, in appropriate, constructive comments to other blogs, etc. Include a direct link to your posting. If you’re honestly adding value and not just shilling, this is not spam. It’s part of the public conversation. (By the way, to do this well you need to actually read and pay attention to what other people are saying.)
Contacting the mainstream media should be the last step in this process. Instead of a boring press release, send a succinct e-mail to a specific journalist or editor. That’s right, make one-to-one contact with a real person. No more groveling applications to be invited to the club of the newsworthy! As always, make your point and include your link. Even better, include links to the existing buzz about your news, if any.
Which approach sounds more realistic, fun, and valuable? You tell me.
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