Is Press Release Addiction Killing Your Marketing Efforts?
August 18, 2008
By Ford Kanzler
It's time for someone to stand up against press releases.
More to the point, it's time for marketers to realize there's more they can do on the public relations front that far exceed the promotional value of a never-ending string of press releases. And yet, too many of these folks think they're doing PR by merely "shipping news releases in volume," as if sheer tonnage will win the day and gain the visibility and desired customer demand. Well, think again.
Yes, the "press release only" approach can get your organization some coverage. But that technique entirely misses the point of what's news and, more importantly, how public relations works to strategically build and maintain awareness and credibility. It's like the pitcher only using a fastball. There are lots of other, often more effective PR tactics available—face-to-face media contact, for starters. Writing (or having articles ghost-written for you) and speaking at industry events are other actions that put a face on the company and help demonstrate market vision and industry leadership. Sponsorships, scholarships, events, contests, seminars, white papers and books are still others.
Building a company's reputation and developing strong media relationships isn’t accomplished in a quarter or two. With wary news media who are regularly lied to, it takes time to build relationships. Reporters, editors and market researchers are burned on a regular basis. Their trust and interest is only earned over time by becoming a valuable information source, not by feeding them press releases.
Listen what most editors say. "Read my publication, site or blog," they plead. "Understand my informational needs. Don't spam me with irrelevance." Ignoring this alienates editors and eliminates the chance of creating a relationship.
Never Cry Wolf
Issuing too many news releases is the equivalent of crying wolf. Save announcements for when you really have a big story and influential people will pay attention when you do. Most media people are already getting way too much stuff from too many companies—most of which they can’t use and wouldn’t even if they had 10 times more editorial space or hours in the day.
"Getting ink" is a purely tactical approach that may or may not further your company's business goals. It can temporarily boost a company’s stock price, for instance. But very quickly the media and the analysts tracking your market sector will tire of the press release storm. Stuffing their inboxes achieves the reverse effect of them ignoring everything from the offending organization. In the end, your messages get blocked; and you no longer exist to them.
The Press Release Slam-Dunk
Publicity wire services like PR Newswire or Business Wire are fine for getting press releases in databases. But they're no substitute for alerting, pitching or perhaps even getting to know reporters, editors, bloggers and market analysts who influence your industry. Unfortunately sloppiness and laziness in distributing releases is too prevalent. The practice of just grabbing an entire category of media outlets and sending every release every time to every editor on the list is far too common.
Automated distribution techniques and services just further alienate marketers from the people they should be attempting to understand, have a "relationship" with and perhaps positively influence. Effective marketing pros are on a first-name basis with their key media and analyst contacts. They talk with them regularly, invite them in their office when in town or grab time at a trade show.
The Press Release as "Corporate Heartbeat"
Unless you're the IBM or Wal-Mart of your market, most media outlets won't use more than one of your releases per issue. So, if you're sending monthly magazines two, three or more releases per month—or an online publication something every week—expect most it to not get used. All you're doing is wasting time, money and credibility.
Another problem with overdosing the media is that editors have to choose which release to use. If sent too many announcements from one company, they may run a lower-impact news item rather than another that would have had far more marketing weight. Remember, less is more.
Lastly, if you want to communicate minor business news to your customer base directly, do it with an online newsletter (or call them "bulletins"). Press releases do have tactical value and are often required by publicly traded companies under SEC rules. But use them judiciously and at a rhythm that your target media can digest.
Editor's Note: For more on this topic, read "Vegetarianism is Underrated at the S&MM SoundOff blog."
Ford Kanzler runs Marketing/PR Savvy, a strategic communications service in El Granada, Calif.
Sales & Marketing Management Magazine
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