No Press Release is an Island

Stephen Moynihan:

A press release is not an isolated communication, but part of a larger, interconnected communication strategy that relies on relationships with journalists and a deep understanding of what they need to create news. Without being integrated into a well thought out media relations strategy, targeted towards relevant and appropriate media outlets, and part of a comprehensive media package, they are incapable of delivering any significant results.

Strategy is key

Press releases are not the strategy; they are the strategic outcome. They must be understood as a powerful tactical tool, carefully deployed in harmony with your organisation’s overarching communication goals.

Before a single word of a press release is drafted, a series of strategic questions must be considered:

• Why this story? What key message does this news reinforce about our brand?
• Who is the real audience? Are we trying to re
• ach local stakeholders, new customers, or future employees?
• What is the desired outcome? What do we want people to think, feel, or do after receiving this news? Do we want readers to visit your website, trust your expertise, or see the value of your community involvement?
• How does this fit? Does this announcement align with your internal communications? Does it support your other business objectives? If not, what can we do to make it fit?

Only then can it be decided whether a press release is the right tactic to achieve your goals, along with what kind of messaging to contain within it.

Why Pitching Broadly is the Fastest Way to Fail

Haphazardly sharing a press release far and wide wastes your resources and, crucially, wastes the time of busy journalists. When you send irrelevant news, you damage your credibility. Always lead with respect: understand the reporter’s area of interest, customise your pitch, and ensure your story is directly relevant to their audience. Quality engagement with five targeted contacts trumps a spam-blast to five hundred.

Precision Over Volume: The Art of Strategic Targeting

Abandon the “spray and pray” mindset. The outdated idea that sending a press release to the largest possible list yields the greatest results crumbles under scrutiny. In reality, a journalist’s inbox is a battlefield. Success is not measured by the number of inboxes reached, but by the relevance of the one inbox opened. Focus your efforts on cultivating bespoke lists of journalists and influencers whose interests directly align with your story’s core message.

The Media Toolkit

A press release is only as effective as the assets that support it. To give your story the best chance of success, pair the release with a comprehensive media package. This toolkit should include some or all of the following: high-quality photography, shareable video content (or B-roll for broadcast), and confirmation that your key spokespeople are available and prepped. These elements multiply your story’s reach and help ensure pick-up across all media platforms.

Conclusion

Whilst the press release remains central, it achieves significant results only when it is approached as part of a larger, carefully planned effort. Realising its full potential means ensuring it is fully integrated into a cohesive media relations strategy, specifically targeted to relevant and appropriate media outlets, and supported by a comprehensive media package that enhances its appeal.

Only by adopting this broader, more strategic perspective can organisations achieve the substantial, meaningful outcomes enabled by public relations.

Interested in learning more about communicating strategically?

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AM O’Sullivan PR is a member of IPREX, a network of communication agencies with more than 1,100 communications professionals in more than 100 markets globally. “Content repurposing strategies: Content Shouldn’t End at Publish”, written by Alexandra Mayhew, Executive Director, IPREX, discusses how communications professionals can recycle existing content, such as what might be included in a Media Toolkit, to maximise its value, increase efficiency, and support sustainable, repeatable workflows.

Written by: Editor