Understanding the True Purpose of Press Releases
Public relations professionals frequently encounter a challenging scenario: the well-meaning client who transforms a legitimate press release into an advertisement. This fundamental misunderstanding of a press release's purpose can significantly diminish its effectiveness and likelihood of publication. A press release serves as a news announcement, designed to inform media outlets about noteworthy developments, achievements, or significant changes within an organization. Its primary purpose is to provide journalists with newsworthy information they can use to develop stories for their audiences. When crafted correctly, a press release answers the essential journalistic questions: who, what, when, where, why, and how.
The Marketing vs. News Value Dilemma
However, many law firms and businesses fall into the trap of viewing press releases through a marketing lens. They attempt to pack these announcements with promotional language, service descriptions, and sales pitches elements that belong in advertising copy, not news content. This approach fundamentally misunderstands the distinct roles of public relations and advertising.
Common Mistakes That Kill Press Release Success
Consider a common scenario: An attorney receives an industry award or recognition. A proper press release would focus on the achievement itself, its significance within the industry, and perhaps a brief quote about what the recognition means for their field. Instead, many law firms use this opportunity to extensively detail their service offerings, past achievements, and promotional messaging effectively burying the actual news under layers of marketing content.
This creates several problems:
First, media outlets are likely to reject overtly promotional press releases. Journalists seek news value, not advertising copy. When they receive what appears to be a thinly veiled advertisement, it often goes straight to the deletion folder.
Second, if law firms want promotional content published, media outlets have paid advertising sections for that purpose. By attempting to blur the lines between news and advertising, organizations risk damaging their relationships with media contacts who may feel their time is being wasted.
Third, this approach diminishes the impact of genuine achievements. When real news is obscured by promotional language, even significant accomplishments can lose their punch and newsworthiness.
Best Practices for Effective Press Releases
To maintain the effectiveness of press releases, organizations should:
- Focus on the news value first and foremost
- Keep promotional language to a minimum
- Save marketing messages for appropriate paid advertising channels
- Include only relevant background information
- Respect journalists' time and intelligence
The key is remembering that a press release is a tool for sharing news, not a free advertising opportunity. Law firms that understand and respect this distinction are more likely to see their press releases published and maintain positive relationships with media outlets.
The next time you're drafting a press release, ask yourself: "Is this news, or am I trying to create an advertisement?" The answer should guide your content and approach, ensuring your press release serves its intended purpose effectively.
