The press release is more appropriately called the “news release”. Although I admit to using the term myself, gone are the days when the “press” was the primary target of a media relations campaign.
The news release is an important part, but not the central part, of media relations activities. Its usefulness has changed considerably over the years. In years past, its primary function was to announce news for publication or broadcast. That remains one of its functions, but not necessarily the primary one.
The media has changed. Important news is already known to most people before newspapers go to press and before the evening news hits the airwaves. Lesser news is known to those who are interested in the subject. The immediacy of the internet and the abundance of 24 hour news channels has changed the role of traditional media. That has changed the role of the news release.
Twenty years ago I could issue a news release about the results of an average sporting event and be almost assured that the information would appear, in some form, in most newspapers. Today, the story behind the results is much more important. Just the results, of almost anything, can be found on the internet. People don’t look to newspapers for that kind of information. News releases that follow a feature story theme will satisfy the needs of today’s newspapers, as well as magazines and television. That’s why being able to recognize a story that will appeal to journalists is so important. That’s why you need to know how to think like a journalist.
Today’s news release is more story-centred. It has to be able to serve multiple purposes. It may be used as immediate news. It may be used as background, if the reporter is covering a related beat. It may be filed away for future information that may result in a feature story. A good news release builds interest in the organization, subject or individual it is about. It creates interest and name recognition that results in future features and coverage of future news on the subject.
There is a lot of information to cover about news releases. They will be the subject of many future posts.
