It continues to amaze me how often people want to declare the “news release” (or some call it a press release) dead. Some even categorize their bold statement as saying traditional press releases.

Looking at it one way, I understand the rush to sound the death knell of news releases. We’re in a competitive business environment. One way to make your business stand out, especially if you are a solo practitioner, is to take a point and run with it. Even go so far as trying to say more traditional means of a business are dying, and you have the new wave.

One of the latest bloggers to call the demise of the news release is Amy Gahran. (Thanks again to Kami Huyse for the pointer to her post.) In her post, Gahran looks into the public disclosure requirements for publically-traded companies as one possible reason to still keep news releases.

But, in her early paragraphs, she states: “I think the press release as it’s evolved over previous decades has outlived its limited usefulness and now usually represents more of a hindrance than a help to communication.”

But, she gives no hard core and not even good ancedotal evidence to back up her opinions.

Gahran, is similar to B.L. Ochman in that she calls herself a “conversational media consultant.” Both are fine people, I’m sure. I don’t know Grahan and only know Ochman through reading her blog during the past few months. (Ochman is a dog lover, so she’s definitely okay.)

They seem to be leading the charge to get rid of news releases. But, hey, why not? It’s in their best business interest. And, they do have valid points.

But, for the most part, they are off base. Too extreme.

My main point in all this is:

Any worthwhile public relations professional should never totally abandon any communications vehicle for the company or clients he/she represents. You definitely should keep abreast of emerging communication technologies, but not forget about the benefits of previous technolgies and tools. Every project and campaign is different. To best serve your employer or client, you need to know what is available, and incorporate into your recommendation those available communications tools that will best reach the targeted audience(s) and accomplish the goals set forth.

I’m sorry that that is such a long summary. If you’re busy, you can stop here. Otherwise, continue to read some of my justifications for using news releases.

First of all, evolving and growing communications vehicles and technolologies like blogging, podcasts, RSS, SEO, etc., are good. They are definitely valid for reaching some national and mainstream media, as well as some consumers. But, for those and other vehicles, they are not appropriate for all companies. (POP! PR’s Jeremy Pepper makes that point about blogging as he rightfully states that “not every company needs to blog, but needs to be aware of blogs” (fourth paragraph). I don’t agree that every company need to monitor the blogosphere, most should as appropriate to their markets.)

B2B/Trade media: Most trade journalists likely haven’t heard of blogs, RSS, etc., in regards to the industries and companies they cover. Most — like the majority of the U.S. public — aren’t even familiar with blogs, I bet. If you want to reach architects, plastics molders, automotive suppliers, utility companies, glaziers, etc., you can do so effectively by writing news releases targeted to the media that cover those and other industries.

One aspect of my work is helping clients promote new products. Often, the products are not new — just new models, colors, etc. — or just not that exciting. But, I know that most trade media outlets publish briefs about new products. So, I get the features/benefits of the new product, type a release from a news-angle, and distribute it (either via e-mail or U.S. Mail. Yes, a lot of reporters still prefer to receive releases via mail, if they are not urgent.).

Editorial coverge from these news releases help generate sales leads, and help educate clients’ markets about the new products. This helps to lay the ground work for the sales field and reps. It also helps to maintain client awareness and familiarity in the industry, among other benefits.

New personnel announcements are also frequently used by trade media, and help maintain company awareness.

Local dailies, business journals and weeklies: Newsroom technology and adaptability varies greatly across the country. Many times — more so for biz journals and weeklies — they’ll publish a news release verbatim. This is especially true if it’s well-written, and written as a reporter would. Depending on the client — say a local business — these can be very important outlets to reach customers and prospects.

Corporate news rooms: News releases in companies’ Web news rooms are a great resource for reporters to investigate and research companies. This is especially true for reporters new to a beat, or when companies move into new markets. Without news releases about people, products, services, by-lined columns, etc., an easily accessible history of a company would not be available. And, yes, blogs are good for that, too.

News releases can serve as story pitches: News releases should be written to serve various purposes. One new purpose is to assist in search engine rankings and exposure. This is true if stories are distributed via PRWeb, for example, posted to the online news room, etc. As noted a couple paragraphs above, they should be written so they can be published as is. They should also be written to entice the media to want to develop their own stories. Thus, they also serve as background information.

A manufacturing client recently named a new company president. The announcement was longer than usual, as it included comments about his vision for the company, and forecasts for some of the industries it serves. My pitches (sent via e-mail) to our targeted media were nothing special. I just simply stated the news, and said more details were in the attached release. While I’m still waiting to see how or if one business pub. used the story, the beat reporter from a major industry outlet met personnally with the new president, and did use a quote or two from the release in his story.

Now, like any honest PR pro, I know that we can’t be successful without at least some kernal of news or an of interest item to pitch. You can’t get blood from a turnip, and you can’t — very rarely — get editorial coverage from fluff.

So, do you believe me now? News releases have a legitimate role in public relations. And, for the foreseeable future, they will continue to do so.

If you disagree — or agree — please comment. Like the rest of us, I’m open to expanding my professional horizons and being enlightened.
Take care,
Mike

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