Press releases in this age

Press releases have been an essential tool for public relations and media professionals for many years, and they continue to be a valuable means of communicating news to the media and the public. However, in recent years, the media landscape has changed.

In the past, it was common for media professionals in Pakistan to earn over 10 hits per press release in mainstream media. However, with the decrease in advertising revenue, media outlets have limited space for press releases, making it more challenging to get coverage. 

As a result, organisations need to ensure that their press releases are newsworthy and can attract the media outlet's audience. Even a single hit in the mainstream media is considered a success, and organisations can maximise their coverage by sharing it on their social media channels and through internal email and WhatsApp communications. 

It's also important to understand that getting zero coverage is not a failure. By conveying the news to mainstream media journalists, organisations can build relationships with them, increasing the likelihood of coverage for future news. 

Organisations should stop putting unnecessary pressure on their communications staff for more coverage. Instead, less is more, and quality, not quantity, should be the focus. By understanding the current media landscape and adapting their press release strategy accordingly, organisations can continue to effectively communicate their news to the media and the public.

What is a press release?

Typically, press releases are reserved for significant news or events that have a broad impact on the public or relevant stakeholders.

Think about what is newsworthy for the media. If there’s, go for it. If there isn’t, go for other options, e.g., social media.

The Lancet, a leading medical journal, often issues press releases when they publish significant research papers or series. However, it's uncommon to have a press release solely based on an article or blog content.

How to write and distribute a press release?

Start with a headline: The headline should be concise and attention-grabbing, and it should summarise the main point of the press release.

Write a strong lead: The lead should provide a brief summary of the most important information in the press release. It should answer the "who, what, when, where, why, and how" questions.

Provide context: Provide more details about the news or event being announced in the press release. Include quotes from relevant individuals or organisations, and explain why the news is significant.

Include supporting information: Include facts and figures, statistics, and any other information that supports the news being announced.

Add boilerplate information: Add a brief description of your company or organisation.

Provide contact information: Include contact information for the person or organization responsible for the press release, including name, phone number, and email address.

Edit and proofread: Carefully review your press release for spelling and grammar errors, and ensure that all information is accurate.

Distribute the press release: Share the press release with relevant media outlets and journalists. You can also post the press release on your website and share it on social media.

Paid press release

Whether organic or paid, a press release may not generate the desired mainstream media coverage if it lacks newsworthiness. While a paid press release distributed through a reputable service such as PRNewswire or a professional PR agency can amplify the message—the key is to ensure that the content is truly newsworthy to attract the attention of mainstream media outlets.

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