Since my first days in public relations twenty-some years ago (horrors!), press releases have long held the throne as THE primary way to get facts to a journalist. We were taught to keep them brief, newsworthy and focused on just the facts – no fluff or embellishment.
But times are a changin’.
With the onset of self publishing, brand journalism, content marketing and social media, that throne is looking more than a bit tattered. It’s also taking a heavy toll on wire services, as they struggle to transform themselves into something more valuable.
As I look over today’s feed for what I consider the top three newswires, PRNewswire, Marketwired and Business Wire, all three of them are a snoozefest of investor news and appalling, self-absorbed copy that only a mother could love. Certainly not a journalist.
You could argue that a press release is SUPPOSED to be self-absorbed, since they are intended to promote company news. I’ll buy that. It’s cool…
But I won’t buy how many companies are finding it acceptable to pay for wire service on a press release so poorly written that it’s an embarrassment to that company. Heinous headlines, crappy copy and invisible visuals abound.
“What are invisible visuals,” you ask? Even though most of us know the impact of adding a visual or social component to a press release, most wire press releases don’t include them. They are invisible because they simply aren’t there.
No wonder wire “news” is only picked up by syndicated, automated news feeds that nobody actually reads.
I’m not sure if it is stemming from businesses who still don’t get the importance of hiring specialists in PR to do it right, or from PR pros that should know better, but either way, it certainly underscores just how critical writing skills are in the scheme of things, right?
Writing skills aside… Not only are more and more of us questioning the value of a press release, but wire services distribution has largely become the bastion of investor relations meeting disclosure requirements. Their value as a tool to land editorial interviews and coverage (other than copy/paste pickups) are evaporating like ice cream on a Phoenix sidewalk.
Perhaps the problem isn’t the wire service or the press release. What if it’s our inability as PR pros to think outside of the box and break tradition?
Rethinking How We Write A Press Release
We’ve always been taught to write a press release as factual as possible. No fluff, just basic facts considered newsworthy enough to tantalize that journalist into writing something about your news or schedule an interview.
Why can’t we use press releases for storytelling?
If journalists need visuals to pique their interest in a story and are so busy that successful pitching requires handing them a well-packaged story on a silver platter – why can’t we use press releases in a way that makes it happen? Why can’t we paint the visuals with words, not just images?
Malcolm mentioned that one of the most successful press releases this year was the MGM Resorts release, “Ultimate Las Vegas Valentine’s Day Pairing Menu.”
Go take a look, then come back to this post.
Why This Press Release Worked So Well
Nice press release, right? It was created by Kirvin Doak Communications (great job, you guys!)
Here’s why I think it worked so well.
- It’s well-written. Infused with a storytelling vibe and fairly entertaining to read, this press release wasn’t boring. It reads like a piece of editorial. In fact, I’d be willing to bet that even a few publications that don’t normally run a press release verbatim copied and pasted this one right in with no hesitation. Kudos to the writer!
- It promotes without overtly promoting. This press release features five MGM Resort restaurants, but it doesn’t actually SAY they are MGM properties. They are seamlessly blended into a well-thought-out story. I like it!
- The more we become accustomed to content marketing and reading valuable, educational content, the more jarring old school promotional copy is becoming. Even to journalists. It stands out and irritates the reader like a pair of unbroken in hiking boots. It just rubs the wrong way after reading something that is immensely helpful. This press release blends reader (and journalist) expectations for getting value from the time invested in reading a piece of content with the company’s need to promote. It’s a smooth piece of promotion that doesn’t irritate.
- It includes a visual, plus links to high-resolution photography for journalists via a PitchEngine page. When you give a journalist a story with visuals, it makes their job MUCH easier and improves the odds they will cover your story. It makes a difference.
- It’s timely and the topic fits consumer interests. Assuming they received it long before they put their February 14th issue together, what local consumer publication WOULDN’T cover this story? It’s a natural.
Change is afoot at PRNewswire
On somewhat of a side note – I have to say that I rather like what PRNewswire is doing for its news page. I hadn’t visited their website for a while and the change is fantastic. The landing page for their news feed is starting to look like a content-friendly magazine, pulling out non-IR news to keep the feed interesting. It’s far more interesting than the average news feed that drones on and on, forcing the reader to sort out usable content. It also has some great sidebar navigation, very user-friendly!
They have some interesting new services lined up for launch in the near future, so put them on your “PR vendor to watch” list.
Business Wire has been my favorite wire service for a variety of reasons, but I just might have to rethink that.
Anyways – back on topic – out of all the things this press release does right, the storytelling aspect of it intrigues me the most. Since we have always been taught to NOT be creative with a press release, instead favoring copy that limited itself to just the facts… what would happen if we flip that on its ear?
I think we should all test it out with our next press release. Tell a story. Have fun with it.
If you do, share a link to your press release here. I’d love to read it!
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