One of the most troubling questions public relations practitioners are asked goes like this: \u201cWe just need a news release. Can you do a news release for us? How much would a news release cost?\u201d<\/p>\n
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As I cringe inside and try to avoid an obvious eye-roll, I attempt to keep my composure as I respond: \u201cWell, there are some things to think about first: What is your objective, how will you measure success, who is your target audience, what is the messaging that will motivate them, what is your call to action, and for gosh sakes, what is your NEWS<\/em>, who should care and why?\u201d<\/p>\n Often, I hear only silence. The fact is, if you have to ask that question, you really don\u2019t need a news release. You will be wasting your money if you find someone to write one and then \u201csend it out.\u201d<\/p>\n Ah, but here\u2019s a thought: You might actually need an objective-based communications campaign plan.<\/em> And, if you are talking to a seasoned public relations professional (and we actually have a few here at Clearview Communications and Public Relations Inc.), a news release<\/u><\/em> will absolutely not be part of that plan.<\/p>\n However, your plan may include various appropriate communications initiatives, and several well-crafted and well-thought-out news releases might be part of the plan. Might not. If so, they will be supported by appropriate social media initiatives, audience engagement events, speaking gigs, perhaps videos, radio and television appearances (only after mandatory media interview skills training), op-ed submissions and journalist\/blogger deskside interviews or coffees, along with other tactics.<\/p>\n Now, we are getting somewhere. Your plan must include these very basic components:<\/p>\n So, considering all of the above, we now have an organized, structured program for a communications campaign that will motivate your target audiences to take specific action or to change behaviors, is measureable, will provide a return on your investment that is acceptable to you and your agency, and enhance your brand\u2019s positive visibility.<\/p>\n The alternative, that single news release, would have gone deep into the darkness of that black hole where all single news releases go to die, with everyone wondering why nothing happened.<\/p>\n <\/p>\n","protected":false},"excerpt":{"rendered":" One of the most troubling questions public relations practitioners are asked goes like this: \u201cWe just need a news release. Can you do a news release for us? How much would a news release cost?\u201d<\/p>\n","protected":false},"author":5,"featured_media":242,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[8,4],"tags":[10,11,12,9],"yoast_head":"\n\n