We live in an age of information overload. Every time we glance at our phones, computers, televisions or magazines, we are absorbing countless messages. This barrage of information can be useful (how else would we learn about what’s happening?) but mentally sorting the wheat from the chaff is definitely a time-consuming process.

Well, time is precious. The last thing that any public relations professional wants is to sap precious moments from its target audience with information that’s not time-worthy.

In the fake news fog, the traditional emailed press release is still proving itself as a mainstay of PR communications. If a professional-looking press release originates from an identifiable person, representing a trusted organization whose motives for disseminating the news are clear, it can safely be considered a ‘reliable source of information’ (the Holy Grail for any respectable Editor). However, press releases are delivered directly to individuals’ email inboxes, which is a personal approach and if not executed carefully could be construed as an unwelcome imposition into somebody’s workday.

Foster Marketing advises its clients to make each message count. A clear focus on quality over quantity will demonstrate a respect for the recipients’ time and a sensitive understanding of appropriate marketing communications.

Worth the Time

Press release topics likely to be worth the readers’ time include:

1. Big project wins/completions – Being awarded a new project is about the best evidence you can give of your company’s skills and credibility. Completing a project successfully shows you can ‘walk the walk’ as well as ‘talk the talk.’ For the Editor, project movements are a crucial part of industry news.
2. New technology/product launch – New products represent the possibility of a step-change in the industry – an improved way of doing things, that promises to save the wider industry money or enable them to tackle tasks hitherto thought impossible. The perfect topic for a press release.
3. Major new key personnel appointments – The executive leadership team are the backbone of any company and their experience, talents and outlook can mold and shape the trajectory of the whole company. If you have appointed a new CEO, Chief Technical Officer or Business Development Manager, it has knock-on effects to the wider industry. Also, anyone who will have a face in the industry such as those in sales are good for promotion.
4. New facility – A new warehouse, office space, factory or yard represents investment and company growth. Again, there are ripple effects to the wider industry and a new facility constitutes news. Construction means building jobs as well.
5. Mergers or acquisitions – Acquisitions not only demonstrate company growth, strength and breadth, but also resonate with Editors keen to keep abreast with the commercial markets. This topic would be a sure-fire news story.

Do No Harm

Press release topics that will do more harm than good include:

1. Business as usual – A company performing the job it is supposed to do should never be considered a newsworthy event. When mulling over the topic you want to share with the world, ask yourself, “So what?” You should be able to come up with a credible answer. A good press release always passes the ‘so what’ test.
2. General staffing news – Staff turnover is a fact in any company. This type of news should remain internal, unless the staff change represents a significant influx of specialized talent that will change or strengthen the direction of the company as a whole.
3. Excuses to ‘highlight’ – Never forget that a press release has one sole purpose: to alert the media to interesting, newsworthy developments in your company. It is not a medium with which to alert the press to the existence of your company (although this is a related benefit, of course). Thinly veiled adverts for your company or product, not backed up by a newsworthy message, will be spotted a mile off by any Editor worth his or her salt.
4. Too-soon announcements – Always be aware that once you’ve put something out there, you can’t take it back. You should be as sure as can be that your announcement will stand the test of time, even in the near-term. Don’t get over-excited and announce a new appointment, project or product launch before you dot the i’s and cross the t’s.
5. Badly communicated releases – Above all, make sure that you don’t send out a press release that reflects badly on your ability to communicate. Choosing the wrong topic to highlight is one aspect of this, but poorly written text is equally, if not more, damaging to your company’s image.