Flickr Image: josh.liba

Contrary to some, the press release is far from dead and continues to be a useful tool for public relations practitioners.  In fact, a recent poll conducted by Ragan Communications and PollStream found nearly 50 percent of corporate communicators believe press releases are “as useful as ever.”  

By definition, a press release (aka news release) is an announcement sent to (targeted) news media for the purpose of letting the public know of company developments, events, or other newsworthy items.

My esteemed Twitter friend, Bill Prickett, APR, recently wrote some benefits of a well-planned, well-placed news release – an inexpensive way to get publicity, which includes:  building your brand/image/reputation/business, providing consumer information/education, lending credibility to your message, and driving traffic.

But the question at-hand is should you send a release?  Years ago, I attended a marketing and sales training workshop where the trainer taught us about the “so what” (or “who cares”) test. The same concept applies when determining whether your release is newsworthy enough to send.  For example, if you say the headline/topic aloud – “XYZ company opens new location,” you should then follow it up by thinking like the reporter or reader, and asking “so what?” or “who cares?”  It might mean that locals won’t have to drive so far or they will have more selection and shorter lines, etc.  In other words, if your release can’t pass the “so what” test and illustrate why the news has value, then don’t send it! 

I’m not saying that a press release is the only or best way to get your news out to the media – and, ultimately, your stakeholders. Journalistics recently reported that he believes blog posts and tweeting may be a better way of sharing news with your stakeholders.  According to MarketingCharts, Ragan.com’s Lindsey Miller noted that corporate communicators are increasingly using social media as a way to get around “canned” information, and to personalize, target, and reach reporters.

Every circumstance is unique and not all situations will warrant release to the media, but the press release is still an integral part of the PR toolkit.  Do you agree?  Why or why not?