There has been some discussion around press releases recently so I thought I would put together a few of our thoughts on how to handle a press release.
So my definition, or the first result on google, a press release is “an official statement issued to newspapers giving information on a particular matter.”
Wikipedia goes further to say
“A press release, news release, media release, press statement or video release is a written or recorded communication directed at members of the news media for the purpose of announcing something ostensibly newsworthy. Typically, they are mailed, faxed, or e-mailed to assignment editors and journalists at newspapers, magazines, radio stations, online media, television stations or television networks.”
This is how I understand press releases as well. So basically it is a piece of information that goes to everyone. The company has not searched a niche and sent it to them only, it is a not, generally, a targeted email. It is, generally, a mass communication to as many people as are on the companies combined media list with the hope that someone will share it somewhere.
I get so many press releases every single day. For the most part they are related to what I blog about but every now and then I get something so completely random and outside of my niche, interests and area of expertise that I wonder if this type of communication works.
Now you know what they are, what do you do with them?
Well the short answer is nothing if you don’t want to!
We do not post press releases here on SA Mom Blogs and I do not post them on HarassedMom either. There are two reasons for this a) We don’t just accept guest posts from anyone and b) We try to share unique content.
So we do not just repost but we do not just hit delete either.
I have a folder for all press releases and generally I put everything in there and then when I have some time I will go through them and see what I think will appeal to my audience.
If it is an event we think you guys would like to know about, we add it to the whats on.
If I like the brands new product or am just a fan of the brand I will do a Facebook shout out and if I really like it (and I have done this with some of the charities the bigger brands work with) then I will do a blog post but one that I have written, with a mention and link to the specific event/brand. These are very seldom though and I prefer a FB or Twitter mention.
Every now and then I will ask them if they are keen to do a giveaway, if it is a launch of a new product then often they are quite keen.
There is no obligation on your part, as a blogger to do anything with a press release though. So read it, learn a little bit and carry on. Unless the press releases are totally unrelated to your interests and blog, don’t ask the brand to remove you, don’t even tell them you aren’t doing anything with it. Keep the channels of communication open and if you do like a new product, you can even reply with a “we love this in our house” or something like that, so they know you are out there and are interested.
I have to agree with Sarah on this one. I have been working in PR for ages and in a fast moving space, I’ve changed agencies every year or two and got to work on more brands. Some agencies spray and pray for their press releases, while others do targeted communications. I’m now blogging too, launching in May and super nervous but hoping what I know gets the blog flowing.
Thank you. This is very helpful as I wasn’t sure if I was dealing with them correctly. I sometimes ignore them, sometimes “shelf” them for future use and in rare cases, tell the company that I don’t publish press releases but I do sponsored posts which I charge for, as well as actual product/service reviews. I told a company that recently in a polite way and they responded to thank me for letting them know and to say that they will add me to their list for that type of coverage.
Thank you – this answered a lot of questions
Thank you for this. I always feel a little bit guilty when I just ignore the ones that are not at all relevant to my blog but this makes me feel a bit better.
Great post ! So VERY HELPFUL!
Thank you x
Great informative post Laura. When I just started blogging and receiving Press releases, I really had no clue. I have learnt a great deal since then and posts like these are really helpful to bloggers just starting out. Keep the good info coming.
I’m the same as you. If I like what they have to say but don’t want to do a post, I usually do a Twitter shout out or go Like their Page. There is some overlap now with how PR deal with both journalists and bloggers, and as bloggers we aren’t always familiar with how the press works. That’s why these kinds of posts are so helpful. Always remain professional and if you do feel you need to be removed from the press list, ask politely. You never know, that PR person may move to a company which is relevant to your blog and they will remember their interaction with you.