Press releases are a widely used tool by organizations to capture the media's attention.
However, as newsrooms shrink and journalists receive more press releases, a press release isn't always the most effective approach.
According to PR Newswire, journalists can receive up to 300 pitches each week.
So, what exactly is a press release, and when should they be used?
Understanding Press Releases
Think of a press release as a “heads-up” to journalists. It’s a straightforward announcement about something newsworthy—like a groundbreaking initiative, a major grant received, or a lawsuit with potentially significant implications. The key is that the announcement must be truly newsworthy.
After all, the goal of a press release is to provide journalists with a scoop that will give them a great story and engage their audience.
This is where it gets tough. What’s interesting to us may not always resonate with a publication's readers, and vice versa.
Especially at mission-driven organizations, this can be tough to accept. After all, we are passionate about our work and understandably want to share it with the public.
But, it’s crucial to share our news and updates with the right audience who is equally committed to the issue, or willing to learn about it.
When done right, a press release can increase visibility, add credibility, and spark interest in your cause. So, here are a few things to keep in mind…
What You Need to Know About Press Releases
They Don’t Guarantee Coverage: Journalists are inundated with press releases daily. For your news to stand out in an inbox, it must be compelling, timely, and tailored to their beat (and try keeping the subject line to fewer than 8 words—max!).
They Are One Part of a Broader Strategy: A press release is one ingredient in a much larger recipe. Social media, newsletters, blog posts, and personal outreach are equally important for building engagement and brand recognition.
Not Every Story Requires One: This is tough. Not all news is worthy of a press release. Smaller updates, internal news, or general updates might be better suited for blogs, newsletters, or social media. These platforms often provide more engagement opportunities and allow for direct interaction with your audience.
Personalized Pitches Yield Better Results: Familiarizing yourself with a reporter’s beat and sending a personalized, authentic email will often yield better results. While nothing is guaranteed (it is earned media, after all!), the real value is in one-on-one outreach. For instance, Krasne Strategies often creates custom lists of reporters by topic and pitches specific reporters rather than sending one organization’s press release to the same media list.
All that is to say, a press release can be a powerful tool, but keep in mind these tips and remember that a press release is one ingredient in your marketing communications recipe.
Comments