Dec. 01, 2013 - (Chuck Norman, APR, Owner/Principal, S&A Cherokee)
The press release is a basic tool of PR professionals to make newsworthy announcements to the media and interested publics. While perhaps overused in many instances, when correctly utilized, press releases serve an important communications function of imparting relevant information.
What has changed dramatically over the past two decades is the manner in which journalists and the public receive news. In the past, press releases were mailed to select journalists or distributed over newswire services that transmitted basic text. Fax machines subsequently shortened the direct-distribution cycle, and emails facilitated Web links and attachments (photos, graphics, etc.).
Meanwhile, the Internet has empowered the general public to search online for company news and press releases instead of relying on journalists to interpret and relay news to them.
Given the instant nature of electronic communications and widespread access to press releases, perhaps it’s time to revise the basic format and content of press releases. Here are a few suggestions: