I need a press release. For many companies, especially small businesses that don’t have the budget for a communications department or an outside public relations agency, that’s the usual thought when managers believe there’s positive news to tell. Because that’s the extent of what people tend to know about media relations. But the first question you need to ask yourself is, what is the goal? Maybe issuing a news release is the best strategy. But maybe not.
Investing the time to draft a news release, have it reviewed internally by all who need to weigh in, and then research and target media outlets to pitch your story to may not be necessary or even realistic. Start with the goal. If you could wave a magic wand, what would success look like? A feature story about your company’s latest innovation? News coverage about your business expanding, moving, merging, being sold or making a major change in leadership? An announcement about making a major charitable donation? The chance for success — achieving that goal — will depend on how you can honestly and objectively answer the next questions:
- What is the news I want to share?
- When will this happen? Timing is critical to the news cycle. Giving editors and reporters advance notice when possible is helpful. Informing them after the fact isn’t.
- Where did this happen? Location dictates what media outlets might be interested, who to target and at what level. Is the potential news of interest locally, regionally or even nationally?
- And, most importantly, why would viewers, readers or listeners care? Media outlets are committed to serving their audience when determining what’s newsworthy.
Depending on how you answer those questions, your news may just be of interest internally, for your website and social media, or more appropriately directed to customers by email or company newsletter. But if you still believe your news may have broader appeal, then determine whether issuing a news release might be the best approach, or if a well-crafted, properly targeted “pitch” can draw the media interest you’re hoping for.
With both, be clear (jargon-free), concise and direct: Who, what, where, when, how and especially why their audience should care. As you can imagine, editors and reporters are flooded with story pitches. Attention spans are short.
If you’re lucky enough to draw interest — which, as “earned” versus “paid” media is never guaranteed — respond quickly to a reporter’s or editor’s questions and especially requests for an interview.
Make yourself available. Respect their deadlines. And understand a journalist’s interview guidelines and ground rules. “On the record” means anything you say during the interview is fair game to report. So is whatever a reporter might observe during the interview, such as décor in your office. That’s not necessarily a problem; just be aware. “On background” means the information you provide can be reported but not attributed to you. Make sure that is clear and agreed upon before providing the information. “Off the record” means what you say can’t be reported. But that has to be agreed upon in advance, not after you’ve said it. And don’t ask to review a reporter’s story before it’s published, posted or broadcast.
The value of positive media coverage? Having your news reported by an objective third party is brand visibility, awareness, trust and, most of all, credibility. ●
Bill Lubinger is Associate vice president of media relations at Case Western Reserve University
