Maximising the Value of Press Releases in the Digital Era

I recently saw an interesting LinkedIn post about the relevance of press releases (PRs) in the digital era. Against the backdrop of sentiments of some sections of the media and comms fraternity that PR is becoming redundant, an online survey was conducted to understand whether press statements hold value in today’s digital landscape. Interestingly, around 89% of respondents including journalists, in-house communications professionals, and agency executives gave thumbs up to PR despite the growing influence of social media and short video formats for brand communication. The findings highlight brands’ preference for PRs to disseminate crucial business information among the target audience and lead conversations.

Press releases have been a popular medium for companies to update their customers/investors and key stakeholders on strategic business deals, new ventures, financial performance, etc. Companies also leverage PRs to communicate their official stand on any specific issue or controversy, debunk fake news/ misinformation, and caution customers against scams using their brand name. PR offers authentic first-hand information and minimises the risk of misinterpretation of the message. The press statement also provides crucial information for journalists backed by credible sources to help them build potential stories. Journalists receive hundreds of PRs, media pitches, and event invites. They can’t go through every PR and publish it on their platforms. Therefore, to ensure your press release makes the mark, it has to stand out in the clutter.

Here are a few tips to increase the value of a press statement and get it published in relevant media platforms.

Exclusivity: Media love exclusivity and information that leads to conversation among their readers. Hence, PR which offers exclusive information is more likely to get press visibility. Ensure your press release has that x-factor that makes it interesting and generates curiosity among the target audience. Be very selective about the topics for PR and educate the leadership on its objective. Leverage social media or press/news alerts instead of publishing PR for every business update.

Authenticity: PR is the official statement of a company and has legal obligations. Hence, ensure the message is authentic, clear, concise, and backed by facts. Keep your PR copy free from plagiarism and embarrassing grammar/ spelling/punctuation mistakes. Get approvals from the legal/compliance team before shooting the release to media houses. Sometimes companies make certain statements about their industry positioning in their media statements. Ensure you have a backup to quantify your claims, especially when you are a publicly listed company.

Relevance: Is your press release newsworthy and aligned with current market trends? Analyse the message of the release from the lenses of journalists/ readers to find out what value it intends to offer them. Avoid pitching the release to irrelevant media houses and journalists. Study market trends and topics reporters are writing on. Instead of pushing your message offer them ideas for their potential stories.

Value Add: A press release is normally a long form of communication consisting of information about the business, references of relevant studies/ research papers, quotes from the leadership, etc. Ensure that you provide information that may intrigue journalists to find the next topic of their special story. However, refrain from bombarding with research material and confidential details about the company.

Look and feel: A well-drafted press release can grab the attention of journalists easily. Pay attention to formatting, use bullet points, and use hyperlinks/ referencing at relevant places. Avoid using lengthy headlines, heavy words, and complex sentences. The thumb rule is to keep the message simple. Avoid attaching heavy files as it may likely push your mail into the junk box of a journalist.

The views and opinions published here belong to the author and do not necessarily reflect the views and opinions of the publisher.

Priyanka Pugaokar

Priyanka Pugaokar is a communications professional with expertise in internal and external communication, crisis communications, content generation and media relations. She holds over ten years of combined experience in communications and business journalism. She is currently associated with Rashi Peripherals Limited as Corporate Communications Manager and leads several strategic projects. She is an avid travel explorer. A lifelong learner, she holds interest in yoga, naturopathy, energy healing and crystallography.