Seat at the Table

(revised 1/20/06)

Press releases aren’t dead, but there are only one type of an information release. So let’s just stop using the phrase “press release” for every release posted out there. The same information now goes out in something too many people call a press release, but is really a marketing release, information release, official statement release, customer information release or we-need-more-new-content-without-redesigning-the-site-release.

Many forms the release incorrectlycalled a press releases now take are in fact quite valuable. It’s just that it’s rare the value is actually for the press.

What I now tell clients is that we should have an direct information release strategy and to think of it in terms of direct mail strategies - it’s about getting straight to a target audience. Sometimes this audience is the press (so we call it a press release) and sometimes it’s a consumer (so we call it a consumer information release). It’s a matter of knowing what kind of information is going to what audience, and what format is best for each release. Here are the types we tend to use:

Product information release - This is probably the most commonly requested. Marketing executives often want to out information on product upgrades, new versions or other types of information of interest to customers and prospects. This release should focus on the facts and technical aspects of the product. It is worth noting that technical and vertical trades are sometimes interested in these releases.

Customer information or marketing release - Similar to a product release, this focuses on other intiatives such as promotions, partnerships and customer or prospect programs (such as a giveway).

Official Statement Release - Often times companies need to put out their official position on a matter such as a partner’s merger, a non-newsworthy acquisition, or a the CEOs speech at a big conference. The audiences can vary (customers, investors etc) but the purpose is to have an official statement of record.

New Release - That’s right. There are still times a release is needed for the press. During big, news worth announcements (e.g., an acquisition, major product launch etc), we still get requests for press releases so that the reporter has an official piece of paper with the basic facts.

Once the types of releases are established, we next look at distribution methods. Here are some of the most common:

Wire Services - Using PR Newswire or Business Wire puts the release both in press offices (at least, in theory), in search engines and in news databases such as Factiva. Release are often time put on the wire not for the press, but to make it into the search engines and news databases. This distribution is best when a company wants to make sure the release is indexed these databases so that it’s searchable in the future *and* in where there may be news value (the second is often seen as more optional that the first).

Direct Distribution and SEO - For releases with more defined audiences, such as customer releases, direct distribution through e-mail (if allowed), newsletters, and the Web site will suffice. In addition, the URL for these releases are also submitted to news search engines for indexing (and should be optimized).

Search Engine Optimization

This is where too many companies still fall short. Just about any release should be both optimized for the Web and contain links to other relevant areas of the site. While the optimization can help bring the right visitor to the site, the internal links and design make sure they stay there and take any appropriate action. For example, a product release should link to a product page which then links to areas the product can be bought.

These are just a few ideas and I’d love to get more from people. Release strategy beyond the press release strategy is still taking shape but it holds a lot of potential for communications professionals to implement programs that create a direct dialogue with their audiences and take their online Web content well beyond brochure-ware.

Links of interest:
Room 214 Blog on search engines and press releases as a way to engage audiences (and how many miss the opportunity).
Contentious blog on rethinking the value of press releases (there is, it’s just not about news anymore).
Metzger Associates blog on how the press release has moved to be content optimized for online distribution that goes directly to end audiences.