ComPRehension

Professional development and training blog of the Public Relations Society of America (PRSA)
January 20, 2010

Today’s News Release: A Recipe for Success


Wondering how you can whip up successful releases and get more coverage?

A recent study by Pew Research Center’s Project for Excellence in Journalism found that “official press releases often appear word for word in first accounts of events.” Indeed, as news creation and consumption has moved to the Web, main-stream media outlets have migrated online and downsized, becoming more reliant on releases. Journalists and bloggers have less time and support but still have very aggressive publication demands — particularly the demand to create online content. There are now millions of new voices as the blogosphere expands and social platforms enable new means of communicating. Now, even consumers encounter your public relations efforts online.

The upshot is that news releases are more powerful than ever when PR professionals successfully align their tactics with this new(s) reality.

Here are a few tips to help you stir up successful releases:

  1. social media bowl mashupFirst, give journalists and bloggers solid news-worthy releases (don’t overdo the spin).
  2. Then, sprinkle with in-demand multi-media assets, add a dash of social media, a pinch of SEO and top it all off with a dollop of easy-to-access background info.
  3. Make sure your assets are easily transferable and sharable by providing downloadable high and low res images, offering embed codes with video players, and incorporating useful social media elements such as bookmarks (making it easy for recipients to share and archive your news) and footprints (inviting them to follow your brand online).
  4. If you’re feeling creative, add a topic specific blog or invite them to an online demo. Don’t be scared to shake it up but do remember that content is still king and authenticity is the rule.

For more ideas, you can check out some releases we’ve worked on at PWR New Media here. Get more digital PR tips for releases, newsrooms and more here.

We’re always happy to make new friends, so feel free to get in touch with us anytime via our Web site, our blog ReleaseIt, our PWR newsletters, Facebook, Twitter or (my personal fave) a good old fashioned e-mail. Hope to hear from you soon.

Bon Appétit!

Malayna Williams, managing partner, PWR New MediaMalayna Williams, managing partner, PWR New Media, experts in interactive digital communications. Malayna has worked for five years in the digital communications field, focused primarily on the execution of electronic press kits. She works with clients ranging from associations to CPG firms to some of the country’s largest and most innovative public relations firms. Connect with Malanya on LinkedIn.

Join Malayna for her teleseminar, Digital Media and Today’s Electronic News Release: Make it Easy for Journalists to Pick Up Your Story.

  • http://www.linkedin.com/in/tressalynne Tressa Robbins

    Malayna, I couldn’t agree more! As part of BurrellesLuce Media Contacts (media database and press release distribution service), we offer both traditional (AP style) press releases as well as an EPK (electronic press kit) – which encompasses both the traditional release as well as links to supporting documents (backgrounders, bios, fact sheets), web sites, audio, video and photos.

    We have had positive response from the journalism community when these tools are used appropriately. They seem to appreciate getting the EPK when it keeps them from having to search / research for the supporting information.

    PR pros need to remember that there is no “one size fits all” and each communication needs to be tailored to the recipient.

    Tressa Robbins
    http://www.twitter.com/tressalynne