Getting tactical: media relations and the power of a press release
When you hear the words ‘media relations’, a press release may be the first thing that comes to mind — but is it always necessary?
At its core, a press release allows you to convey the important elements (who, what, when, where and why) of an announcement to your core audience. A well-written press release — one that is clear, succinct and meaningful — paired with a thoughtful pitch can enhance your credibility and allow you to reinforce your business’ key narratives. Its consistent format (a lead, supporting information, call to action) is the precursor to the news story it can create, achieved through an effective media relations strategy.
But, wait, let’s unpack media relations for a moment.
Media relations is all about storytelling and it centers around the facilitation of connections with reporters. When you find good synergy with a reporter, it's possible your story might be shared with the media’s established audience, whether that’s through print (think: traditional magazines or newspapers), broadcast (e.g., TV or radio) or digital platforms (like online publications, podcasts or social networks).
These days, there are more opportunities to reach your audiences through media channels than ever before, but it’s important to remember that a media relations strategy is not a one-size-fits-all solution. You must carefully consider:
Who a publication reaches (aka their audience)
How they reach their audience (digital, print or broadcast mediums)
What types of stories their reporters typically cover. If your story aligns with a reporter’s beat, they are much more likely to cover it.
When a press release works
An important part of a media relations strategy is not only selecting the mediums to promote a new product launch, amplify a big company announcement, or elevate your executive team, but also the tactics — and that can include a press release. To decide whether a press release is needed, start by asking yourself these two questions:
Is my announcement newsworthy?
If the news you have to share is timely and interesting, a press release can help you tell that story. Journalists are always on the hunt for their next piece, and the stronger the narrative you can weave into your next press release, the more likely they will want to learn more.Who is my audience?
A press release will most often post to your company’s newsroom, and unless you have a strong SEO strategy that drives external audiences to your website, its reach will be limited. It’s also important to keep in mind that reporters are the primary audience of press releases. So, if your aim is reaching your customers (current or prospective), a proactive update over email, for example, might be a better medium.
Earned media relations is an effective tactic in marketing and communications and a press release can help get you there.
Ready to find out whether your story is press release worthy? Let us help you make the call. Get in touch today —> plumandparcel.com/contact.
