A good PR agency takes a firm stand on when a release is appropriate for the press and when it is not. It’s a matter of being clear on what kind of information needs to reach which audience. This, in turn, determines the format for each release and the distribution strategy. This means a different approach to sending out marketing releases, information releases, official statement releases, customer information releases or we-need-new-content-without-redesigning-the-Web-site releases (you know they exist).
The following are our categories for releases (with a great deal of influence from our favorite PR guru, Ephraim Cohen):
Product information release
This gets out the word on product upgrades, new versions or other types of information of interest to customers and prospects. This release should focus on the facts and technical aspects of the product. It is worth noting that technical and vertical trade press are sometimes interested in these releases.
Customer information or marketing release
Similar to a product release, this focuses on other initiatives such as promotions, partnerships and customer or prospect programs (such as a giveaway).
Official statement or update release
Oftentimes companies need to put out their official position on a matter such as a partner’s merger, a non-newsworthy acquisition, or a the CEOs speech at a big conference, or a series of small accomplishments. Audiences can vary (customers, investors, etc.) but the purpose is to have an official statement of record.
News release
There are still times a release is needed for the press. During big, news worth announcements (e.g., an acquisition, major product launch, etc.), it is important so that reporters have an official piece of paper with the basic facts.
Once the types of releases are established, we next look at distribution methods. Here are some of the most common:
Direct Distribution and SEO
For releases with more defined
audiences, such as customer releases, direct distribution through
e-mail (if allowed), newsletters, and the Web site will suffice. In
addition, the URL for these releases are also submitted to news search
engines for indexing.
Wire Services
Wire services place the release both in press offices (at least, in theory), in search engines and in news databases. Releases are often time put on the wire not for the press, but to make it into the search engines and news databases. This distribution is best when a company wants to make sure the release is indexed these databases so that it’s searchable in the future *and* in where there may be news value (the second is often seen as more optional that the first).
Search Engine Optimization
This is where too many companies still fall short. Just about any release should be both optimized for the Web and contain links to other relevant areas of the site. While the optimization can help bring the right visitor to the site, the internal links and design make sure they stay there and take any appropriate action. For example, a product release should link to a product page which then links to areas the
product can be bought.
By creating an appropriate release strategy, several objectives can be met: better press relations (by not annoying them with useless information), better audience relations (by steering the right information to the right audience), improved internal expectation management and better information distribution overall.
