Media releases are often the first thing that comes to mind when discussing public relations. They are a tried and true method, and are often very successful. However there is much more to public relations than the media release.
There’s been a lot of talk recently about whether media releases are still relevant. PR methods change with the times. With many brands vying for attention and so many stories wanting to be told in the media, it’s not enough to send a few media releases and hope that the coverage will follow. In fact, it’s just lazy PR.
Next time you start writing a media release, stop and think about what you want to achieve. Which publication do you want to be covered in? Who is your intended audience? What story do you want to tell? Then decide whether a media release is definitely the right way to go.
Start by reading the magazine or newspaper that you want your news to be featured in. This will give you an idea of their style, and details such as whether they take contributed articles and whether they feature case studies.
Remember, journalists receive so many media releases that yours can easily become another deleted email. While media releases are still often used, there are many more ways of building your brand.
- Writing a case study: a case study demonstrates your experience and knowledge by telling people about your company’s projects and achievements. Many magazines feature case studies in every issue, and often these have been pitched in. Case studies can also be used to illustrate a pitch or media release, bringing life to the story you are telling.
- Contributing an article: an article that shares your expert knowledge can be a great story. A great way of doing this is to write a ‘how to’ article that is relevant to the audience of the publication.
- Pitching an idea for a story or interview: a newsworthy topic for an upcoming feature in a publication is often a very successful technique to tell your news, establish yourself as a leader in the field, and strengthen your brand. Just make sure that you have a designated spokesperson for the brand who is comfortable giving interviews.
Your chosen tactic must take your PR objectives into account and the information you would like to tell your audience. If your goal is to establish yourself as an expert in the field, a contributed article might be a better tactic than a media release. This isn’t to say that media releases should never be used, but they should be used only when they are most appropriate, when there is something newsworthy to say.
Sydney Public Relations Agency, CP Communications provides specialist media, traditional and online PR strategies that get amazing results. Contact us today. For more great tips visit our website www.cpcommunications.com.au.
