Many communication tools and strategies have changed over time. Some have evolved and adapted to the digital age, while others have been replaced by new ones. For example, some people may wonder whether press releases are still relevant today.
The digital revolution has changed the way people get information. Whereas before they had to go to a newsstand to buy a newspaper, nowadays information is literally available at their fingertips. Smartphones contain everything: newspaper websites, radio, TV channels and more.
The same goes for journalists, who can conduct live broadcasts, write articles for their newspaper and hold a radio link-up from their smartphones. Contact with public relations consultants is constant, and part of a long-lasting synergy.
Journalists seek relevant information, while PRs aim to get their publications in the media. Media relations is therefore one of the most essential parts of the profession.
A press release is a document which is prepared for journalists when there is an announcement to be made. Rather than just reporting the facts, it presents a topic which may be of interest to journalists and their respective publications.
It not only acts as a presentation of a new product or service, it can also make a statement on a particular topic, and can even be used for crisis management by communication agencies.
Press releases seek to clearly communicate key messages in an attempt to position a brand, and to place a topic on the agenda which may be relevant to a particular audience.
This allows PRs and brands to maintain control over the content which is disseminated; although journalists and media outlets are entitled to use the release as the basis for a story, and expand on it prior to publication.
You may ask yourself: who reads press releases? They reach journalists and media editors, who have the power to publish it or push its themes as a topic for their respective outlets. Press releases are also considered the “official version”, and are therefore often quoted verbatim.
A lot depends on your PR strategy, and on the context in each Latin American country. In some cases, journalists prefer to receive this information by email, while others request it via instant messaging networks such as WhatsApp or Telegram.
Knowing when to send information to journalists is key. If a political or economic issue is seizing the country, it may be better to wait until the crisis has subsided, and the time is right to raise our topic. This is one of PR’s main challenges. The other is to adapt the content of the press release to the current context, so it can be turned into a news item or mentioned in a report if it is considered to be of interest.
It is also important to identify which media the message should be delivered to – hence the question, What is a press list? This is a document containing the names and contact details – such as telephone numbers and email addresses – of journalists, editors, bloggers, writers and freelancers who cover different areas of the media.
It is vital to establish who your target audience is, and to whom the message is being addressed. Doing so will allow you to contact media representatives who are specialised in the subject, and increase your chances of securing coverage. Knowing the audience will improve the reputation of your brand, or generate brand awareness upon entry in the market.
If you remain unconvinced whether press releases are still relevant, consider the diverse benefits of a press release. Not only will it increase your brand’s coverage in the media, and awareness of the company, it can also translate into more visits to your website or social media channels, which in turn can lead to increased conversions and purchases.
- Press releases can be used in a variety of ways. They can be published by journalists in their respective publications, as a news item on the web or a mention on radio or television. They can also be disseminated via a media bulletin, reaching a wider audience, and shared on social media, which are increasingly popular nowadays.
- They provide a credible source of information. The media are constantly on the lookout for new, relevant and accurate information, and press releases are important in this regard. Nowadays, fake news is countered with verified data, and a company’s press release is an official version, acting as a source of information for journalists from authorised spokespersons.
- They are key for Public Relations. Press releases continue to represent an important PR and marketing strategy. The information provided by the company serves to build brand recognition, and tell its own stories and takes on specific issues.
Having addressed whether press releases are still relevant, it is clear that this type of information remains vital to the flow of news in Latin America, and in the world in general. If you want to get more tips for Public Relations, visit our blog for further relevant content on these topics.
