Press releases can be one of the most effective communication tools. They’re a quick way to disseminate information widely to a targeted audience, and a well-written press release can demonstrate professionalism and credibility for your business school.
However, if not written or distributed correctly, they can come with various pitfalls. This means that many PR professionals can hold rather harsh – but in some cases fair – opinions about press releases.
Tell a story with your press release
So, what are these harsh opinions? Firstly, many within the communications sector may say that press releases can be dry, overly corporate, and packed with jargon that alienates readers. As such, many press release often fail to tell a compelling story, reducing engagement.
The way to combat this and to avoid this is to tell a story. Press releases can often blend into a sea of similar announcements unless there’s truly something unique about the story - or more importantly - how it's told.
As PR professionals, we thrive as storytellers. A press release shouldn’t be boring – even the “driest” of topics can be framed in a way that highlights its human impact or broader implications. It’s our job to bring the story to life.
Keep the press release relevant and newsworthy
Another opinion that some may hold about press releases is that press releases are often misused. This is because sometimes organisations can send out press releases for rather ‘non-newsworthy’ events. This can dilute their credibility, and ultimately wastes media attention.
To avoid this, very simply, keep your press release newsworthy. It’s vital to only publish a press release when there’s legitimate news to share. News that may be extremely important and exciting within your business school community may not be as a high a priority within the broader media landscape, and it’s important to recognise this.
Target the right journalists to build valuable relationships
Some would argue that press releases do not reach the desired audience needed for sufficient media exposure. However, this is because they can often be the victim of poor targeting. When sent out indiscriminately, press releases can land in the inboxes of irrelevant journalists who quickly hit delete. Without tailoring to the audience, even well-written press releases can become useless.
So, in order to avoid this, target the right people. PR professionals should research journalists or outlets genuinely interested in the topic and personalize your pitch. It will not only help land more coverage for your business school, but it will also help build long-term, valuable relationships with journalists. Indeed, a press release alone won’t make news happen. Without good relationships with journalists or a broader strategy, they often go unnoticed.
Think beyond the release in order to be effective
And finally, a harsh, but sometimes fair opinion about press releases is that they have become obsolete in today’s day and age. Those that work in PR may argue that with the rise of social media, press releases can feel outdated, especially when companies can directly address their audience through platforms like TikTok or LinkedIn.
Although in some cases this can be true, the press release is still a valuable communication tool as long as it isn’t used as a stand-alone method to reach your target audience. So - think beyond the release.
Communication professionals should use the press release as part of a larger PR campaign that could involve interviews, op-eds in relevant news outlets, social and digital content, and much more. In the digital world the press release can still be a great foundation to get your message out in to the world.
So, to conclude, there are some harsh opinions about press releases – but they can be counteracted with effective PR and communication skills. Press releases are a tool, not a strategy, and it’s important to remember that they’re only as effective as the effort put into making them relevant, compelling, and targeted.
Olivia is experienced in delivering targeted media visibility for her clients through her relationships with key journalists and editors, from important dedicated trade press such as Global Education Times, BusinessBecause, HR Director and Finance Monthly to major international media like The Financial Times, VICE and Forbes. This helps her to consistently understand trends in the media agenda and effectively capitalise on them for her clients.
