Getting PRESS

 

It's not the good old days. It's better.

The world of public relations is evolving before our eyes. With social media exploding and highfalutin' bloggers respectably going neck and neck with mainstream media for eyeballs and ears, it begs the question whether there is still a place for a good old fashioned press release. Or whether or not we need to bring on a PR firm or an individual publicist. 

As someone who gets pitched multiple times per day, I can say the answer is yes. And no. Although I am going to give specific pitch and writing advice in a future post, following are a few things to consider. Because I want you to win, I'm going to be blunt.

• Most small businesses and individuals can't afford to bring on a PR firm. The good news is that for a certain level of public relations, you don't need one. You can write your own press releases. You can cost effectively post and distribute your releases online at places like PR Web. You can do a bit of research and email certain journalists and bloggers directly (more advice on this in the future post). You can take the time to find, follow and develop relationships with individuals in the media via Twitter, Facebook, etc. (But don't be too pushy. Develop a personal relationship here before you start pushing your stuff at them.)

• When should you hire a PR professional? Publicists still have an important role even though that role is changing. I suggest seeking a professional in the following circumstances:

1. You have a major campaign you need developed and delivered. This is a situation where it's not just an occasional press release, but an ongoing campaign that has serious potential for extensive news coverage. If you bring on a professional, be sure it is someone savvy in 'new' media--including social media, blogging, etc. 
2. You need reputation management. Something has happened and you need to repair your image. In this case, hire a professional but don't get too boxed in by their approach. Follow your instincts and be transparent and honest about the situation with your audience/customers. People will respond more authentically to these qualities in you than an over-scripted approach by a professional. 
3. You want and need press coverage and you feel like you have an interesting or newsworthy hook that the media might bite on, but you don't have the time or interest or staff to write up a press release and send it out. But again, if you bring on a professional, make sure it is someone also savvy in 'new' media.
4. Your press release is a hit and suddenly everyone wants to book you. A professional can help you navigate which interviews to do, which to avoid and the most strategic way to time and prepare for those interviews.

• When writing your press release, never make it read like an ad for your company, product, or service. That one is worth repeating. NEVER make it read like an ad for your company, product, or service. You will get worse than nowhere by being too promotional. You will lose the credibility of the very people whose attention you are trying to grab. This is the time to dig deep into your creative brain and pull out a compelling reason why you are newsworthy or worth covering. If you can't come up with a reason, that's a pretty clear indication that 1. You don't have a story to be covered, thus a press release is a waste of time. 2. You are in need of a professional who can help you develop your story or your angle.

• When writing a press release, keep in mind that the media is often reviewing hundreds of releases per week. Surprise us by writing something fresh and bold. Use a sense of humor. If you're going to include 'quotes' make sure they're meaningful, punchy or unexpected. Get to the point and for goodness sake be brief (no longer than one page). Step away from formulas, but then also be sure to creatively weave in the basics of who, what, where, why, when and how. This is the time to tap into your copywriting skills versus your essay skills. Say it in as few words as possible but make those words jump off the page. I can't tell you how exciting it is when I see the 1 in 200 releases that accomplish this. 

• Do not use exclamation points in a press release. Or anywhere for that matter. Ok, the anywhere one might be a stretch, but use them sparingly for impact. Otherwise they scream like the little boy who cried wolf and we all just tune out. Sure there's a wolf. Sure it's important. Or exciting. This point may be the most important advice of this whole darn entry. 

Go get 'em.

Related: 

My interview with Gary Vaynerchuk

My bio and personal press coverage

Comments

[Kathleen Slattery-Moschkau]

It would be super fun for publicists or other PR professionals to weigh in and share their thoughts or words of wisdom as a comment.

[Hyla Molander]

Thank you, Kathleen. You rock. (Notice I'm avoiding the use of exclaimation points, although my fingers really want to hit them.) This is very useful information as I build my ideas on how to promote my memoir, Drop Dead Life: A Pregnant Widow's Journey.

[Kathleen Slattery-Moschkau]

Nice job on the exclamation points Hyla. (smile)

[Cari Reisinger]

Beyond the press release...

Practice, practice, practice. Just because you have a product or service to promote, doesn't mean you're good at doing it. A PR person can only get you so far. Do not walk into an interview unprepared. Know your message in and out and be able to get your point across as quickly as possible (think good sound bites or quotes). Because if there's anything that's worse than a bad press release it's a bad interview. And you may not get a second chance.

[Melissa Lasko]

Great stuff, Kathleen. Thanks so much for continuing to provide this kind of info!

[Tess Challis]

Kathleen, thank you for posting this! (oops, can't help it...) Very kind of you to share this great info.

I really look forward to hearing more on the subject.
Wow, I really wanted to add another exclamation point, but was able to restrain myself.