Why Send a News Release?

Probably the most well-known aspect of public relations is the Press Release, which informs existing and potential customers about your company—its successes, activities, new products and services, upcoming plans, or personnel or organizational changes.

(Note: Though Press Release is the most widely known term, Media Release or News Release are now gaining popularity, and are technically more accurate, since media today is more than just “press.” There’s TV, radio, online, blogs, etc.)

As we’ve pointed out previously, there’s more to public relations than press releases. However, when done correctly—with forethought, planning and skill—a news release can go a long way in fulfilling PR goals. When the media picks up your news releases, wonderful results can be accomplished. Consider the following benefits of a well-planned, well-placed news release:

Promotion and Publicity: Whether you are starting a new business, adding a new product line, hosting an event or bringing on a new CEO, a news release is a good way to promote your business. Even if you’ve been in business for many years, you still want to keep your name (your products, your services) in front of the public.

Build your brand: When consumers (e.g., potential clients/customers) sees your business name being mentioned regularly in the media, they are more likely to remember it the next time they are need your products/services.

Consumer information and education: One of the best ways to get important information about your company and/or your products publicized is through news releases. Your message will give your target audience a better understanding of who you are and what you have to offer.

Inexpensive way to get publicity: Marketing and advertising cost money. Sometime, to reach the audience you want to influence, it can cost LOTS of money. When you send out a news release and it’s picked up by the media, you’ve gotten a very cost-effective way of getting out your message.

Credibility to your message: Take out an ad in a newspaper and you reach an audience with your message. However, when a media outlet writes an article or does a news report based on your news release, you reach an audience with what amounts to a third-party endorsement. It adds greater credibility when someone else is telling your story. And think of the money you saved as compared with the same amount of coverage from placing an ad.

Image, reputation—and business: Obviously, most people only send a news release when they want to share good news—successes and accomplishments. But remember to send a news release when you have a new product to introduce. Write a news release when you participate in a charity event or take a leadership role in a community project. These kinds of announcements will help increase your reputation among those who read and hear about you. In turn, the more people know about you, the more they hear about you in the news (in a good way, of course, don’t forget Enron) and the more your reputation increases, the more business you’ll get.

Drive traffic to your web site: The more you position yourself and your organization as a source for the media and develop a reputation as an expert, you will have people visit your web site for more information. News releases that are done with a view toward Search Engine Optimization (SEO), the more your name and web site will come up in online searches. (Again, that’s more business.)

What do you think of these benefits of a news release?
Do you see them as valid?
Would any/all of them be valuable to you and your organization?
Can you think of more?

In our next segment, I’ll share some of the occasions or reasons (i.e., When?) to send a news release.