I’m getting mighty tired of hearing executives demanding press releases for every little thing, turning smart PR organizations into press release factories with little strategic value.
What gives? I recently heard that one CEO demanded at least 40 press releases a quarter be posted on the company’s news page to impress potential shareholders. (Are investors so dumb as to make decisions on the number of press releases? Seems so 1999 to me.) Another PR group said that the product marketing people had a press release quota as part of their performance evaluation. So whether a product was newsworthy or not, the product marketing people hounded PR for their precious releases.
Then I see a silly release that SAP put out last week claiming that customers were migrating from their competitor Infor to SAP. The release is so full of jargon and marketing speak that’s it’s almost a parody of bad PR.
The really funny part was that I was with Infor folks last week in Europe. When they read the release they laughed (and posted this blog response) because the customers and partners that SAP cited as moving from Infor to SAP did so many moons ago for reasons that certainly wouldn’t be press release-worthy. So much for any “news” in this release.
My guess is that some SAP marketing or sales manager thought it a good idea to do a “momentum release” that they could give their sales reps who are competing in deals with Infor. In other words, press release as sales tool.
If PR gets no respect these days, it’s because too many people mistakenly think that press releases have some magical powers that will cure all types of business issues. If only.
Full disclosure: I’ve worked with SAP and am doing work for Infor. These views are part of my usual rants on dumb company marketing and PR stories.
I really believe it is important to continue to cite examples such as the one in this blog.
It appears the true role and value of PR has gone by the wayside for many clients and as well as for the ever-increasing number of “new” PR “pros” who have sidelined (or actually do not even comprehend or grasp) the concept of a worthy release.
Nice rant. I definitely understand.
For fun, someone should distribute a press release about the press release they’re working on. “I’m about to release a press release, press release.” That’s newsworthy, right? Keep up the good stuff.
I agree with your take, Lois. It’s never “news” if a company is just putting out noise. The sooner execs understand, or get advice, that now more than ever is the time to be selective about the right criteria for a news release the better.
Unfortunately, many companies are still subscribing to what “worked” five years ago. Getting journalists/bloggers to pay attention requires a relationship and asking those journalists/bloggers if your “news” is really news before you draft and distribute.
Ha! A “noise release!” = “client talking to self under cover of news release
Great comments! I think that the pr profession is at a tipping point and has an opportunity to step up and redefine its value. Especially in today’s changed communications environment. Otherwise, I fear people will define PR in low-value ways — like #’s of press releases.
Thanks for the great info.As owner of a new company who has a tremendous product along with being associated with professional athletes form many different sports who’s goal is to help non profit organizations across the US.
How do we accomplish the “modern” era press release?
We’re in the process of putting one together however after reading the feedback above I’m now having 2nd thoughts!
Please advise.
Thanks J
Jayson: the first step is to look at who you’re trying to inform about your organization, and then determine what they like to write about. You may not need a press release, but rather emails to media writers, bloggers and other influencers telling them about your organization, why it’s particularly relevant and newsworthy, and why their readers might be interested in learning more. If you think you need a release, follow the same advice in what you include in release: why is your organization so relevant, different and valuable; who is backing it or involved with it (especially if you have some “name” people); how it will provide value in ways that other competing non-profits don’t.