By Edward M. Bury, APR, MA (aka The PRDude)
The email message last week from a friend came with an attached Word document titled “PRESS1.” Upon a quick read, I ascertained that the focus of the message and document centered on providing guidance and counsel regarding distribution of a news release.
Counsel regarding the content and distribution of a news release — yes, I have experience and would be delighted to assist!
First, some quick background. The message addressed news that a metropolitan suburban Chicago area business association that provided a needed service to the community was going to shut down due to a wide range of factors; changes brought on by — you guessed it — the COVID-19 pandemic were key factors. From a historical perspective, the association was founded some 35 years ago, and at its peak earlier this century was quite successful in meeting its goals.
That’s all I’ll reveal, as I want to preserve confidence.
Now onto the counsel I provided.
News release: Upon my initial review, the release lacked two much-needed components: A strong headline and contact information. The lead was fairly well-written, yet the release did not offer any insight as to why the association was closing and what the decision might mean to the immediate community. I suggested adding this information in the second paragraph. Furthermore, the message needed quotes from current Board leaders and a graphic that reflected the organization at its peak performance. I provided additional copy edits and shared the revised version with my friend.
Distribution: The request for guidance came on Thursday of last week. I strongly advised that the distribution of the message be held until early the following week. As for recipients of the news release, I recommended the announcement be shared with print reporters from local daily and weekly publications, selected online news outlets, and relevant local governments and regional planning organizations. I advised the news release contents be posted within an email message sent separately to each source. The subject line should be succinct and clear.
More thoughts: On Friday, I joined my friend and the remaining staff member for a follow up phone call to review plans for the announcement; the call went well. The organization’s website recently was shut down due to financial reasons, but the staff member still maintained its LinkedIn profile. I advised the staff member to post the announcement on the site, monitor any replies, and keep the Board up to date on inquiries or comments. Also, be prepared to reply should media seek further commentary.
Okay, the above may appear to be somewhat perfunctory, especially for those of us who have worked in public relations for a while. (And, personally it’s been a long, long while!) But at this stage of my career, it provided an opportunity to share what I’ve learned and nurtured while practicing ethical and strategic public relations. Yes, I still engage in media relations in my current position; and yes, the practice of drafting and disseminating a news release has evolved dramatically. It’s now classified as “earned media.”
Yet, determining the strategies and tactics noted above let me help a friend, share good advice, and better propagate public relations practices the way they should be administered. Well, at least according to the guidelines I maintain.
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