June has been the month of PR and branding news here on my blog. I’ve talked about what to do and what not to do. Well, I did receive a great question over the weekend that I wanted to address. The question was with regards to when and how to send out a press release or media advisory.
A press release is a formal announcement or crisis communication response related specifically to your brand or your company. This is a release that may be seen by the public and is often used to excite media with the hopes of obtaining either republishing or gaining a full interview.
A media advisory is an direct-to-media piece of collateral that is short, sweet and to the point of response, event or community invitation.
As far as the “how” and “when” portion of the question, my answer is that these areas depends on what is going out. Press releases can be placed on high-market wires, free wires, blogs, internal collateral, etc. The truth is, it doesn’t matter how the release goes out (for news purposes anyway) as long as it contains something viable. Putting out a news release for the sake of putting out a news release or because you feel the story is worthy is a waste of time. You need to have a product or event to promote or a response to a current story.
Media advisories need to go out via email and without attachments. These should not be mass emails but personalized emails and you should call the journalist(s) ahead of time so you don’t obtain a fine for breaking the CANSPAM law. Again, you have to have something to promote or a press conference / event that you are inviting the media to.
I am hopeful this answers the question.
Until next time,
Coco the CEO
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