It’s true that the results of press releases can depend on the industry you’re in. But leaving that aside, one important factor we’ve identified is your willingness to facilitate the work of journalists and offer them the feedback and information they need to do so.
With the first contact made, you are ready to start working on a piece. But how do you decide between publishing a press release or an op-ed?
At Dear Content, we always start by asking ourselves a few questions before making this decision, starting with:
- What message do we want to communicate? Can it be considered news?
- When was the last time we issued a press release?
Press releases: frequency matters
As a general rule, news about your company should be communicated with a press release, as the idea is to give the information as much visibility as possible. And since press releases are distributed across multiple media outlets, that means much more coverage.
The downside is that there is no exclusivity – no small feat for the media – and the action is not as personal. But more on that later.
Keep in mind that while press releases offer you the opportunity to get more coverage, that doesn’t mean you should communicate everything that happens in your company.
A small launch or the start of a beta test of a new app or feature can telegram data be big news for your company. But take a little perspective and ask yourself:
Is it relevant enough?
you risk overwhelming the media and jeopardizing the bond you’ve worked so hard to build with journalists.
In the words of BrewDog co-founder James Watt:
It is not so much about the boy who shouted wolf but the boy who shouted new product, new press release, new idea, new feedback until everyone stopped listening. Don’t shout too often, so that you can make sure it truly counts when you want to roar.
For instance, every press release you send to journalists press what is mobile application development? releases has an opportunity cost. There is only so much a journalist will cover a company or a project: the more information you send, the less receptive he or she will be to that information.
—James Watt in Business for Punks
If you’re a startup that’s been building a reputation and is hoping whatsapp filter to receive a new round of investment, consider keeping a low profile for a few months. This way, you’ll have all the attention when the big announcement comes.
At Dear Content, one of our best practices includes not publishing more than one press release per quarter.