There are lots of sites that allow you to publish a press release for little or no cost. So why not just send out press releases about anything? Any publicity is good publicity…right? The answer is not really.
Remember the story of the boy who cried “WOLF!” over and over and people finally started ignoring him because there was no wolf? When he actually DID see a wolf and cried “WOLF!” he was ignored because people thought he was just seeking attention without substance. It’s like that if you publish too many press releases that have little to no substance. You dilute your opportunities to get coverage and pretty soon your press releases are ignored.
If you can answer YES to the following, then issuing a press release might be appropriate:
- You have NEW news that is not known or has not been published about your company. This could be the announcement of a new product, an award or industry recognition, a major endorsement or major new client, a large contract, a major certification, a new executive, a new office, a major event, a special report, etc.
- You have a stated purpose for the press release and are clear on the main message you want to convey.
- You know who your target is for the press release and believe they will care about the content of it.
- Issuing the press release will contribute to a favorable impression of your company in the marketplace. (If you issue a press release about something trivial that the market doesn’t care about, you will not be creating a favorable impression.)
If you really do have substantial new news, then go ahead…issue that press release. It’s always a good idea to tell the world about good stuff that is happening with your company. If you’re not sure if it’s newsworthy or not or want help writing your press release, contact me. I’d love to help you out.