Expert positioning or press release?

9 February 2024
Reading time 2 minuty

The classic, traditional tool of a PR person’s work, which is the press release, is still considered the most convenient or simplest method of widely reaching editors with a message. Although one can observe an increase in popularity of dedicated media relations activities, customized materials, a good, properly prepared press release is still one of the most effective forms of media relations.

Media relations – press release

A press release is – in the simplest terms – a message about an event that an organization wants to communicate to the environment through the media. From such a working definition alone it is clear what it must contain. To satisfy the universal principle of concern for the balance of form and content, it should carry some news in a simple and concise form, that is, a journalist’s tool. After all, not necessarily what the company cares about must be interesting to the publisher of a newspaper or portal, not to mention the readers of the same. The preparation of the content of the press release itself should therefore be only one of the many activities that need to be carried out so that the entirety of the activities related to its distribution gives hope for success measured by the number of publications, reaching the right target group.

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Expert positioning – dedicated materials

Another practice worth doing is to conduct a series of interviews with key journalists covering a particular topic. Supporting such an activity will be the preparation of a set of questions that will help match the agency’s activities with the needs of the editors. This will make the work effective and increase the quality of the developed content. Among the questions should not be missing those concerning the journalist’s current area of interest, preferred frequency of receiving “press releases” and all others already directly related to the communication messages, for example, are you interested in tools for innovative recruitment?

The collected data will be used to create a structured report. Based on it, it will be possible to prepare content of interest to editors. In this way, the accusation leveled against press releases that they are supposed to be a “big net” into which a few “hurdles” usually fall. Mailing prepared after such a needs study is bound to be more effective, and content that takes into account the point of view of editors is more likely to be appreciated. Looking at the sense of using this tool, it is worth doing it from the addressee’s perspective. Conversations conducted with a media audit will also strengthen media relations and help keep the contact base up to date.

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