When NOT to Write a Press Release

The truth is that not all news announcements are created equal. Despite this reality, many companies and organizations will still often write a press release for almost anything that can be considered “news.”

In a previous blog post, we covered how to craft an irresistible press release. However, now it is time to address when a press release is an appropriate method for communicating a particular message to the public. Consider these five reasons not to write a press release before you write your next headline…

It’s Not Newsworthy

When pitching a press release to a reporter, they want to know why they should care about your news announcement right now. If the same story could be told a week from now, they will not feel a sense of urgency to cover it.

Before setting out to write a press release, ask yourself one question: Does this story have to be told right now or could it be told next week? If it can be postponed with little damage to your brand’s public profile, then it is not a newsworthy announcement.

It Doesn’t Affect Your Target Audience

Does your new announcement only impact your company or organization’s internal operations? In this case, writing a press release is not a suitable communication tactic. Just because something is new to your company does not mean that it is newsworthy to your target audiences.

Press releases are best used to communicate timely messages to your external customers, followers, and stakeholders. If your news announcement only affects your own employees, this does not require the time and effort to draft and revise a press release, build out a media contact list, and pitch an announcement to them that will likely see little-to-no coverage in return.

You Write a Press Release, but Don’t Plan to Do Anything With it

The worst public relations mistake that a company can make is assuming that reporters are actively scanning their website or social media profiles for potential stories. Simply posting a press release to the company blog or “news” page does not guarantee a worthwhile return on investment unless your company is a major corporate giant like Apple or Amazon.

If you do not want to embark on a media relations campaign to secure coverage for your press release, it is best to reposition the news announcement as a blog post, social media post, and/or the subject of an email blast to your mailing list.

It’s Overly Promotional

Unless you are willing to spend, most publications do not welcome blatantly advertorial content. Typically, when you see “Sponsored Content” articles on news websites, this means that person, company, or organization has paid to have their content featured on that website as a marketing initiative. Because they paid, they are given more flexibility to write informative articles that also plug their own brand or product.

Your press release should focus on timeliness, relevance to your key publics, and why those audience members should care. If the message is truly newsworthy, your media contacts will take notice.

You Write a Press Release when There’s a Better Way to Tell the Story

The main reason that you should not write a press release for your announcement is simpler than you might think: there’s a more effective way to communicate your message and tell the story of your brand.

Unless there is some journalistic value to your announcement, then you may find that there are more creative methods available to you. Rather than writing a press release, you could promote your news through a creative video, social media campaign, infographic, blog post, email newsletter, etc. Even if you also choose to include a press release as part of the promotional plan for your newest announcement, it is important to remember that the same story can be told in different ways through multiple mediums all within a single campaign.