Reinventing the press release
Too many firms say too much about too little and miss the news that counts. In a hollowed-out media, the press release is overdue a rethink. “If you’ve got nothing to say, say nothing.” Not my words, but those of the inimitable Right Honourable Jim Hacker, the fictional prime minister of the United Kingdom in […] Reinventing the press release was originally published on Emerging Europe .
Firms often announce insignificant updates and overlook crucial news, contributing to a decline in the quality of press releases in today's saturated media landscape. The famous British sitcom "Yes, Prime Minister" offers a humorous reminder that if you have nothing to say, say nothing—advice that still rings true in the modern era.
The quote from the show highlights the importance of crafting meaningful press releases, a lesson that many startups and firms have yet to fully grasp. This article delves into the need for reinventing the press release to better capture the attention of journalists and readers alike. The problem stems from numerous factors, such as firms believing they are more important than they are, or missing out on significant developments due to a lack of understanding of their own value.
Sending out generic announcements without substance is akin to posting updates on LinkedIn, which is ineffective given the overwhelming volume of content online. A well-crafted press release can still reach a wider audience than social media posts, especially if it carries genuine, newsworthy information. Research shows that only 12% of stories in the UK press are entirely original, with many relying on second-hand material provided by PR agencies.
The rise of AI tools has exacerbated this issue, with 82% of journalists using AI in their work and 86% incorporating pitches and press releases into their stories. However, only 88% of these press releases are relevant to the journalists, and many are sent to the wrong recipients or ignored altogether. To reinvent the press release, it should be tailored to fit the interests of journalists and readers.
This means focusing on newsworthy data, quotes from real people, and a compelling headline. The release should be sent to a targeted group of journalists who specialize in the relevant niche, rather than casting a wide net to an uninterested audience. Ultimately, a well-written, original press release can significantly increase the likelihood of coverage, especially if it offers valuable insights and information that journalists can use without extensive additional work.
Written by urgent.news from Emerging Europe's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
