Is the Press Release Dead?

December 15, 2017

Yes. And no.

If you work in communications, you’ve likely been reading about (and experiencing) the demise of the press release for the past several years. The days of sending a press release over a wire service for media or SEO traction are long gone. Very few people have time to read a couple pages of press release content, especially editors and reporters who are typically performing several different functions for one or multiple media outlets. And today, most newswire sites use nofollow links, which means that any links within the press release do not help SEO efforts.

If you work outside of communications, you may be hanging onto the press release as a way to announce something noteworthy and garner the attention of journalists. And there are many elements of the traditional press release that you can use to do exactly that. Here’s where the press release isn’t dead: in the attention-grabbing headline and compelling details of your news.

While the final product may not be a press release, the end goal is the same that it has always been – to reach as much of your audience as possible with your news. With some slight alterations, the process that you once followed to develop a press release can now be used to develop the storyline that you’ll need to share your announcement. Here are four ways to turn your press release idea into a media pitch that an editor will actually read:

Identify the audience. Who is the right audience for your news? You are no longer checking industry boxes on a wire service submission form, so you need to pinpoint exactly what sort of companies and individuals would be interested in your story. This won’t be the same for every newsworthy event or story that your company has to share. Find the audience that won’t say “So what?” to that specific story. Then find out what outlets and publications that audience is reading.
Write a strong headline/subject line/social post. While you might not be able to tell your whole story in 280 characters or less, modern expectations dictate that you to be able to pique a reader’s interest that quickly. Think about the type of headline that would make you click to read the article or the type of subject line that would make you open an email.
Tell the story as it would be told by a reporter. Think outside in – editors and reporters don’t want to read about how great your company is or all your latest accomplishments. Pitch them news they can use and answer why their readers would be interested in the story. Statistics, survey results, infographics and real customer examples are all elements of a great storyline to support your news.

RELATED: Read more about using surveys for media and marketing campaigns.

Make it brief and personal. A great way to do this is to develop your storyline without thinking about length. Include all of the important details (that readers would find interesting and valuable). Then take the most essential aspects for each individual media contact. Keep it short (300 words or less), use bullets, and make sure every point is relevant for that specific contact and his audience.

While the press release as we knew it may be dead, much of the content that you would have included in a release can still be the cornerstone of a great media pitch. There are always many ways to tell the same story; just make sure yours is quick, compelling and personal.

Author: Estera Hayes

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Eight Work-From-Home Etiquette Tips

Eight Work-From-Home Etiquette Tips

Whether telecommuting is old hat or something you’ve been forced into as part of the COVID-19 shutdown, here are a few tips to make the experience run smoothly for both employers and employees.

Managing expectations

Successful work-from-home strategies always begin with clearly communicated expectations. Make sure your employees have any necessary equipment, tools and resources. Will they need to track their time? Participate in regularly scheduled meetings? Be available at certain times of day? For employees, know what you’re accountable for and clearly communicate any challenges you’re having.

Constant communication

Keep the lines of communication open and be accessible. Check in with employees regularly through apps like Slack, Microsoft Teams, Google Hangouts and Skype, or even an old-fashioned email or phone call. Be genuinely interested in how they’re doing but don’t overdo it. Foster a feeling of trust by not micromanaging.

Nine to five…ish

While having a daily schedule is ideal, it may not always be practical right now. Make sure your people know when you need them to be available and try to offer flexibility at other times. They may be juggling school schedules as well as work schedules and working at “off-shift” times may be necessary. Be mindful of employees in different time zones as well.

For employees, try to work when you’re at your best, and not when you’re exhausted by kindergarten playtime and fourth grade math. Make sure people know if you will be unavailable at certain times.

Taking a break

Getting up and moving clears the head and helps with creativity and problem-solving. Whether it’s a walk around the block or a break for lunch, make time to get away from your desk throughout the day.

Signing off

Working from home does not mean being available 24/7. Set an actual end to the workday if possible. Don’t send and respond to messages at all hours. Sign out of messaging apps and close work programs. Understand and respect these boundaries.

Location, location, location

When setting up a home office, think about where you will have the fewest distractions – for yourself and for those who may be seeing you and your background on a video conferencing platform. Try to avoid busy spots that may include semi-clad people walking behind you, barking dogs and kids vying for your attention.

Conferencing and calls

Be clear about whether you expect people to turn on their cameras during meetings. If so, be clear about how they should be dressed. During calls, mute your phone when you’re not talking to avoid background noise. Headphones can also help with call quality. When speaking, pause frequently so others can participate in the conversation.

Social engagement

It’s ok for managers and employees to have some down time together, which may help ward off feelings of isolation. Keep up your normal level of interaction, perhaps with a virtual coffee break or happy hour. Managers should set the tone for how casual to be. Let employees choose what they would like to share, and never pry into areas that were off-limits before.

Author: Erin Alderfer