We all have an image in our minds of what a press release is. This communication tool is deeply ingrained in our collective unconscious. Yet, only some marketing professionals understand the purpose of such a document, which undoubtedly explains the confusion between a press release and an advertisement.
My teams hear me talk about the confusion surrounding the use and content of press releases every week. We work closely with our clients’ marketing departments, which is normal since public relations is a part of the marketing plan, and its role is to ensure cohesion and execution.
But you would be surprised by the extent of their confusion regarding press releases. Here’s what our marketing colleagues indicate or ask us to include in our press releases:
- This press release needs to be sales-oriented
- We want a press release highlighting that our products are the best sellers in their category
- The personal stories of the founders are not adequately conveyed in the press release
There is a misconception that a press release should be sales-oriented, whereas its purpose is to inform and present facts. A press release serves to:
- Inform
- Present basic information about a product or service.
- Transmit facts and information
- Facilitate the work of journalists and influencers.
A press release is not:
- A sales tool
- An advertisement
- An accolade for creativity or success
- A literary creation
Dear marketing professionals, you can trust your public relations agency, especially if they have successfully served clients for many years and have built trust with journalists and influencers.
A press release is not an advertisement and is ultimately very simple. We regularly offer free training on how to create a press release that captures the attention of journalists and influencers.
If you’re not subscribed to our mailing list, you can do so through our website: www.natapr.com, or download our free template that outlines the six steps of a public relations or social media campaign.
And remember, the press release remains the number one tool in public relations, with over *76% of journalists desiring relevant information.
*Source : Cision State of the Media 2022.
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