When not to issue that press release

Keen to see your own name or that of your organisation up in lights and gain some great media coverage this year?

That’s a great ambition, but to achieve success in Public Relations, it is important to realise when it simply isn’t worth sending a news release to the media.

Here are a few tips:

  • When there really isn’t enough news in your announcement. Journalists will always apply the ‘so what?’ test on receiving a news release before deciding whether to include your story. Ask yourself if your potential communication truly contains enough news – for instance, is what you are doing really that unusual?
  • When a rival company (or organisation) is already gaining media coverage for something similar in the same publications and outlets in which you would like to be included. Find another story – or adopt different PR or marketing tactics.
  • When what you propose to write is more of promotional value than pure news. Please see the first point above. A special offer or promotion isn’t necessarily newsworthy; journalists demand something that will make readers sit up and take notice and are under no obligation to include free content.

I’m writing a free PDF guide with more tips about the ‘dos and don’ts’ of creating news releases, include some advice on how to write great content for the media. Please email me at bennettwords@sky.com for some more free advice.


3 Replies to “When not to issue that press release”

  1. Hmm it seems like your blog ate my first comment (it was extremely long) so I guess I’ll just sum it up what I
    wrote and say, I’m thoroughly enjoying your blog. I too am
    an aspiring blog blogger but I’m still new to the whole thing.
    Do you have any tips and hints for first-time blog writers?
    I’d certainly appreciate it.

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