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Are press releases dead?

are press releases dead

Are press releases dead? It’s a question I get asked a fair amount, and while the short answer is no, the longer answer is more a ‘no… as long as…’. And the long answer is what you’ll get on this episode of the Small & Supercharged Podcast!

Are press releases dead?

The world has changed from the days of being able to write a press release, send it out, and then feel happy that you’d done big things in helping get your amazing new product out there. Now, you have the option to do a whole lot more with that press release… and that means it can be used for so much more than was originally intended.

The thing is, the way press releases used to work still has value, but with a few extra steps, press releases can be incredibly valuable to you if you repurpose well!⁠

On this episode of the podcast, I explore why the humble press release is very much- in my opinion- alive and kicking, and how to make it (and the process of building your press list, etc) work really well for you.

Small & Supercharged Mastermind

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Do press releases ONLY work if you advertise?

Do press releases only work if you advertiseA little while ago I had someone explain to me that press releases were pointless if you don’t advertise with the publication. I couldn’t disagree more. In my experience (and, let’s be clear, I send a lot of press releases and have been for a number of years!), this is certainly not the case. More than this, it’s really underestimating the full scope of a press release. Let’s have a look at this in phases…

What’s a press release?

In really simple terms it’s a document that informs the press about a new product, services or newsworthy ‘thing’. This has changed a bit in recent times because ‘the press’ now includes websites, bloggers and various other channels too.

A press release is usually a concise text document that gets over the key points in a concise way. It’s not a book. It’s not a brand manual. It’s not your company’s history. It’s newsworthy content delivered in a succinct way.

Then what do you do with your press release?

You send it out to your contacts. These should be people you have reached out to in the media connected to your business (could be niche, national, regional, B2B, B2C… loads of options). The idea (and hope!) being that the person who receives it (traditionally a journalist but could be blogger, website editor, etc etc), sees some merit in what you’re saying, feels it’s valuable to their audience and uses this content. It could be online or in print. That’s the basic idea.

Ah- so press releases only work if you advertise?

No, no they don’t. Some magazines/websites work on a policy that DOES favour the content from advertiser- I’ll give to that. Why? Because advertisers support their business and allows it to run and keep functioning. There. That’s the basics. BUT many do not operate this as an editorial policy. I mean, one could argue that the above is actually advertising in itself, but that’s another debate. Many review and consider content in a press release (if it is worthy and actually new/interesting) for the what’s new sections, or product sections, or editors/bloggers reach out about tried and testeds and further opportunities. I’m not saying ‘this is what should happen, but it doesn’t’, I’m saying this is what DOES happen, because I know it does and have a lot of press cuttings to back this up.

But let’s clear one thing up right now. Not every press release you send will get the exposure you think it should. Some might not get picked up at all. This is annoying. If you were to speak to a magazine and pay, you could well bag yourself some advertorial space in the publication to run your release. Or you might be able to negotiate additional promotional opportunities moving forward. That is true. But people also pay to advertise and their product doesn’t get chosen. It might have a bearing on it (in a keeping advertisers sweet way) but I can categorically tell you that there IS a point to press releases. Even if you don’t advertise.

But if the press release doesn’t get used, it’s wasted

No. Whether it gets used or not, you should not send out one press release about a new product, service or newsworthy thing, mop your brow, and exclaim that the job has been done. It hasn’t. Repurpose the content. Tweak it and write a blog – or even a series of blogs depending on the story. Create a video. Take images and short clips for social media. Create graphics using snippets from the press release. BE CREATIVE. Having a press release written can be the core around the promotion of a new product or service. Repurposing and making sure you extract every bit of juice out of the story makes a press release incredibly valuable – it’s the cornerstone to the rest of it.

So, when you get told that press releases only work if you advertise, if you get asked ‘do press releases only work if you advertise’ then I would urge you to say no… because it’s simply not the case.

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Do you need to write press releases for your equestrian business?

Do you need to write press releases for your equestrian businessHave you heard people talk about press releases? Do you know how you could use them for your equestrian business? I’m here to give you a few ways a press release can work for your business, to help you further your reach, your exposure and to help you keep the press and more fully informed with what you’re up to. And do you know something else? You can actually create your own press releases AND send them out really easily. Yep. You heard it here first.

So, what’s a press release?

A press release is, quite simply, a document that should concisely explain what is new or newsworthy in your business. The idea is to make it as easy as possible for journalists, bloggers, influencers and editors to read, understand and process. Your press release should help them quickly establish whether your equestrian business is of interest to them on this occasion. It might not be, and that’s fine too. But if you don’t tell them, you don’t really stand a very good chance of being featured. If you tell them, you’re stacking the odds in your favour.

How does this relate to equestrian business?

In exactly the same way as any other business. The equestrian industry is made up of all sorts of people who could help you to promote your brand, service or product. This might be editors at magazines, freelance journalists, roving reporters for websites, bloggers or influencers. the list goes on. As with any business, if you don’t tell these list of people what you are doing, they won’t know that they’re interested in it… you’re not giving them the chance, and this means that you are making it much harder for people to find out about your eqiestrian business.

What should you include in a press release?

There’s a bit of an art to writing a press release, but it’s an art that can be learnt and improved upon as you go. You should always make sure that the reason you’re writing the press release is a good enough reason. The fact that you have a load of product to sell is not a good enough reason to clog up an editor’s inbox with a press release. NEW or NEWSWORTHY are the two words I always consider when I work with clients on creating their press releases. Is it new – so a new product or service? If yes, it gets a tick and we move to stage two. If not, is it newsworthy? This might be something like a charitable donation. Or maybe a collaboration? Or maybe a sponsorship or an award. These are great subjects for press releases. If you have something that is new or newsworthy, that you think the equestrian public at large (or even just a specific area of the equestrian market) would like to know about… then a press release is a great way to get that message out there.

Do you need to do it yourself?

Nope. You can work with equestrian PR and marketing consultants or copywriters to help you craft a press release you’re proud of. But don’t be fooled. They’re not that hard to write. The most challenging bit is building up your list of contacts, but effort in this area can pay massive dividends in the short and long term, so it’s not something that I would shy away from at all. By just thinking about the problem and spending an hour on the internet, you can start a really good press list that you can build on. And this will then allow you to inform the press of what you’re doing. And if you provide them with the right content, in the right format, at a relevant time, then they might just decide to tell their fans, followers and readers all about your equestrian business.

So, do I need to produce press releases for my equestrian business?

Yes. In one format or another, I would strong advise you do. Press releases can be a hugely effective way of getting your message out into the world, whether you write about your equestrian business yourself or you work with an equestrian PR. To bridge the gap you could always work with someone to help you create a press release, so you start to build up your own contact list and learn the skills you need to promote your business well.

As for the shameless plug…

Through my equestrian business coaching service, I teach people how to write press releases, build press lists and get their products featured. And I do a lot more too, depending on the coachling’s needs and wants. You can find out more about equestrian business coaching here if you need a hand or a bit of help developing a more strategic approach.

 

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Why I love… Your Press Release Is Breaking My Heart – Janet Murray

Your press release is breaking my heartIt was Emma Warren, who first told me about Janet Murray. She’d been travelling up to our meeting at Daylesford a few months ago, and she told me she’d been listening to podcasts by Janet Murray. I like podcasts and regularly have a video or podcast rumbling in the background during the day. She recommended a couple in particular, so I duly listened. And they were brilliant. And with nearly 200 to listen to (a time of discovery!) I was pretty much hooked… and continue to be. That’s how I ‘met’ Janet. The author of ‘Your Press Release Is Breaking My Heart’, founder of Soulful PR…and a whole lot more…

So what has ‘Your Press Release Is Breaking My Heart’ got to do with anything?

Well, Janet is known as a PR expert and draws on her journalism experience, working with magazines and newspapers, to help people get coverage. There’s a lot more to it than that, but in summary, that’s what she does. Have a look at her website to find out more. She’s incredibly knowledgeable without being cocky and doesn’t shout about her excellence… you see it through her actions, and I like that. I can’t really tolerate the other kind. So she ticked another box in my world. Janet does a lot of things, the podcasts are a teeny part. She also has groups, courses, offers products and one to one. And she’s written a book called ‘Your Press Release Is Breaking My Heart’. And I bought it.

Why would a press release break anyone’s heart?

I have to say that I do write quite a few press releases, and I think I do them pretty well. They achieve the desired results when I send them to people I have spent years building up relationships with. I have also honed and tweaked the format, length, style and construction of these press releases, through speaking to editors, to make them as user friendly as possible. However, I see a LOT that are, well, pretty awful. They’re long, they’re boring, they don’t focus on the point – actually – some don’t have a point… I could go on. The book confirmed this to me. It actually made me a lot more confident in what I do and why, but that’s an aside. It was easy to read. It was helpful. It was accurate and the techniques Janet suggests work. They really do. Badly written press releases break my heart a bit… and they’re just the ones I see that waft into my inbox. If I was working as an editor or as a journalist at a newspaper where I was barraged with them every day, they would completely break my heart too! The thing that comes to the fore, as Janet explains so well, is that editors and journalists are really busy people. This means the format you present the information in matters A LOT, but there’s more to it than that. And, actually, you might not need a press release at all to get your message out there.

So you’re saying Janet’s book says I don’t need press releases?

Yes and no. It’s a genuinely brilliant read for anyone interested in getting press and column inches for their business, and it’s a really refreshing read for PR and marketing professions as it shows the proper way to deal with the press. As much as PR people and businesses want to get those important column inches, journalists have space to fill. Presenting the information correctly, doing your research, putting the time in can help solve both of these issues. And that’s what the book will help you to realise.

Why do I love ‘Your Press Release Is Breaking My Heart’?

Because it echoes what I have found from speaking to editors and journalists and honing my style over the years. And anything that reinforces what we feel to be true (even if it’s a break from convention!), is always nice. However, Your Press Release Is Breaking My Heart does more than this. It’ll challenge your thinking, encourage new ideas and additional exploration and is bursting with practical tips to help editors and journalists take your press release and stories more seriously. It helps you form real connections that will serve you and them better, to help everyone win. And if you’ve followed this blog for anytime at all, you’ll know I do like win/win situations.

 

Find out more about Your Press Release Is Breaking My Heart on Amazon.

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What is a press release?

What is a press release?What is a press release? I get asked this quite a lot… and I think that in some ways the term is to blame. It can sound a bit daunting, but actually there’s no need to feel anything but excited about the good old press release. It can be a gateway into a world where your business, whether you’re product or service based, equestrian or country or something completely different, gets valuable column inches. And this can help to win you fans, followers and customers.

What is a press release?

When I talk about press releases, I mean a well written and concise document that informs its readers of new and newsworthy things happening inside your business. See. It doesn’t sound as scary now. And that’s good, because although the way we consume our news and content has changed (and we know that some magazines aren’t having the best time, let’s be honest here), the press release still works. Whereas historically a press release would only be sent to magazine editors, that’s no longer the case. Website editors should also make up part of your press list, and so should bloggers who might be interested in your kind of business. And what about influencers? Those people with large, highly engaged social media followings that can help you reach your target markets? The best way to inform these people (who you should already have reached out to and be communicating with!) about your new product or service is through a press release.

What should a press release be?

A press release is a way to convey your message to who you need to see it. It should be well written, free of typos and grammatical errors (we’re all human, but do your best, people appreciate it), not too long but not too short, with relevant contact details and a high res image.It should get to the point quickly, tell the reader what to expect further down in the intro, and not drone on about every aspect, carpet colour choice and sacking in the company’s history. This has no place in the main body of the press release. Unless it directly relates to the news story. So if you’re talking about a company’s 40th birthday, it might be useful to summarise the history. But when I say summarise, I mean in a short paragraph with the key facts and dates. If you’re talking about a new horse rug, the fact that there are three generations employed at the factory and they all enjoy afternoon tea once a week will be of little significance. OK. The latter would be a stretch on any day. Although you could create some nice social content around that. But that’s a different story. Press releases shouldn’t ramble. They should be concise. Don’t feel you need to write hundreds and hundreds of words. No one is reading them. Sorry, but it’s true. Editors don’t have the time. They want key facts presented well. They can then build a story about this if they need to add more information or they can use what you’ve sent. Or you might even be asked for more information.

So that’s what a press release is. It’s a concise way to convey new and newsworthy content to people who have the potential to spread your message to your target market. And it can do your business a lot of good. If you do it right.

 

Want to network with likeminded equestrian, country and canine small business owners? Come on over and join the Small & Supercharged group.

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How to get featured in magazines – part 2

How to get featured in magazines part 2Following on from ‘How to get featured in magazines – part 1’ we now have part 2. The sequel. Let’s
hope that, unlike so many sequels, it’s as good if not better than the first!

Today, we’re looking at the press release. This is the main focus of how to get featured in magazines part 2.

The press release

The humble press release is something that is getting increasingly cast aside in favour of others things, and God knows there are enough ‘is the press release dead’ features around. But I don’t think it is. Well, not the way I think about it! In my world, a press release has a very simple aim. To inform the press of news. This could be a new product, a new service, news about appointments and company developments. It’s designed to inform the press as to what is going on in your world, to see if they want to create a story and feature it in their magazine or on their website/blog. Of course, it’s not quite that simple – and a fair chunk of common sense needs to be in play here. Here are 10 things to consider when putting together a press release to help you get featured in magazines…

  • Get the right contacts – make sure you are sending it to the right people or person.
  • Connect with these people before you add them to your press list and make sure they’re happy to be added.
  • Make sure the news you’re writing about is actually news. Sounds silly? You’d be amazed at the stuff I see that is neither new or newsworthy.
  • Be concise. No one has the time to read a huge document to get to the point.
  • Look into how to create a good press release. There’s a method that will be discussed in a future blog. It matters.
  • Check spelling and grammar. Everyone makes the odd typo, but check, check and check again to try and avoid this.
  • Send high res images to support your story – and make them good. Clear, crisp images are necessary for print. Well, for online too. But sending crap images will make you a whole lot less likely to get featured and, even if the story is amazing, you’re adding more work the writer’s plate.
  • Do not break anyone’s inbox. Check your file sizes.
  • Be nice. Send a nice email with your story that outlines what you’re talking about and invites people to get in touch if they need more.
  • Think about the format you send things in. I did a bit of research into this a while ago and found that most of my list were happy with one way, but another group wanted it a different way – so I send it out in two formats. Yep – it takes a bit more time, but it increases the chance of getting coverage, and that is what it is all about!

Missed part 1? Have a read here.

What do you think? Is the press release dead? Have you sent out press releases and generated great results? I’d love to hear…

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