The Pioneer Strategist -- March 2006

"Leaders aren't born, they are made.

And they are made just like anything else,

through hard work. And that's the price

we'll have to pay to achieve that goal, or any goal."
- Vince Lombardi

PR Blog Topics

Pioneer Strategies recently launched a new blog, Public Relations Insights.  Recent entries include:

• March 27 - Leadership Food for Thought

• March 22 - Straight Talk on a Tough Subject for Job Seekers - Resume Fraud, by John O'Connor (Career Pro)

PR Tool:  The Press Release

In recent issues of The Pioneer Strategist we have discussed various aspects of developing a Public Relations strategy for your organization.  Last month, we began exploring the process of choosing which communication tools to employ.    This issue focuses on a common PR tool:  the press release. 

A Common Misconception

As stated in last month's newsletter, many hold the mistaken view that Public Relations is a one-dimensional discipline centered solely around an effort to gain "free" publicity by distributing press releases.  This view of Public Relations is both narrow and inaccurate.  While the press release is certainly a common PR tool, the most effective PR campaigns utilize a variety of tools that work together to achieve your objectives.  With that being said, let's talk a bit more about press releases.

What is a Press Release?

In layman's terms, a press release is a communication tool used to announce a newsworthy event or achievement to the media for the purpose of obtaining news coverage.  It is important to remember that a press release is not a direct marketing piece or a sales letter.  Press releases should be written in Associated Press style and should provide information that gets the attention of a reporter or editor.  

Opportunities to Make News

Below is a list of potential opportunities for your company to distribute a press release.  Take a moment to consider which of these opportunities you might take advantage of.

• Signed a major client / completed a major project

• Hired or promoted a key employee

• Employee appointed to a civic or professional organization’s board of directors

• Speaking engagements

• Awards

• Employee receives a certification

• New location or office

• Company expansion

• Company acquisition

• New product or service

• Opportunity to speak out on current news

• Employee events / meetings / training

• Major sponsorship of business or community events

• Company or key employee involved in community service effort

Evaluating Press Release Opportunities

It is important to remember that your press release should be newsworthy.  If your story is to be covered in print or on the air, it must have some news value to the media outlet's audience.  Because stories that have news value to one media outlet may have no value to another, you should take the time to develop a thorough understanding of your target media.  Additionally, your story must be timely, relevant, and interesting. 

Distributing Press Releases

If you want to obtain coverage, you must get your release to the right reporter at the right media outlet at the right time.  This means you have to do your homework, not just blindly fire off a press release and hope it lands on the desk of the right person.  You should distribute your release in the media outlet's preferred format.  Finally, your release must get their attention.  If your release fails to catch the eye of the person who determines whether or not you get coverage, it is likely to be discarded and never thought of again.

Strategy

Finally, it is important that your press release campaign be part of a larger, well thought out Public Relations strategy.  A solid plan will help ensure that you take advantage of legitimate PR opportunities, don't waste your time chasing wild geese, and get it right the first time.

Are you missing PR Opportunities?

"Pioneer Strategies' Advanced PR Workshop is the real deal. If you want to crystallize your PR plan AND put it in gear, attend this seminar!"

- Greg Schraff, Director, Business Development

Brooks Bell Interactive

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