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Public Relations: Beyond Press Releases

Just about anyone can write a decent press release. Include who, what, when, where, why, and how, plus a contact name and phone number, and send it to the media on your letterhead. That's PR 101. A good start if you've never done any public relations at all, but for those who want to take it to the next level, you need to go beyond press releases.

Here at NMC, we go beyond press releases for our clients. As a matter of fact, sometimes I think about changing the name of our agency to "Beyond Press Releases." (But we've spent too much time branding ourselves as NMC, so I think we'll stick with NMC!)

The release is the tool you use to connect your message to the media, however you need to build relationships with the media in order to be sure they'll pay attention. Many editors and reporters receive hundreds, perhaps thousands of releases a day. Releases come "at them" by USPS, by e-mail, and by fax. If you have a track record of sending out nothing but fluff, or advertising messages disguised as press releases, it is highly unlikely that editors will even bother to look at your release.

Over time, you can build a relationship with your key media contacts as a credible source of information, as someone with accurate news in your releases, and as someone who sends out newsworthy material.

Recently, while working with U.S. Cellular in Aroostook County, we held a press conference and only two media outlets were able to come. However there were two others, a radio station and a newspaper, that were interested in our news. So, after the press conference, we took our news release to them. We went to the radio station and did an on-air interview, then we went to the newspaper and conducted an interview literally at the newspaper reporter's desk. That resulted in two more hits, and in Aroostook County, a place where there are limited number of media outlets, we considered four media hits to be a home run!

Think "beyond press releases" when planning your public relations strategy and you'll find new ways of getting your message out through the media.

...more of Nancy's Tips