What’s Newsworthy? Execs, listen up

it’s IHOP and a 1:1 coffee break with a colleague–a company founder and executive–and he’s excited. His $5 million tech company has secured three new clients in the last two weeks. And the new website and partner portal are one pinch from being launched.

“I want us to announce it big–do a news release. Let everyone know that our website is spiffed up. It’s sweet.”

I fight back a yawn while remaining intensely focused on my colleague. How many times have  I sat face to face with a company leader who wants to announce a website re-launch. Dozens of times.

So my executive friends and business colleagues, please know that your communications consultant isn’t being cynical or superior when he or she resists your suggestion–or dictate–to do a news release about websites or version 3.4256758 of your software.

They’re doing their job. They’re making you look smart while advancing their reputation. Reporters receiving useless “news” go Pavlov when consistently receiving junk from a specific PR person or company. The more crap you send, the louder that Pavlovian “bell” rings and they react: Delete. Deny. Junk it. The DANGER: When you do have real news–real news–that bell will dispel your coverage opportunity.

Newsworthiness matters. It takes diligence, questioning, examining, pushing for validation and key points, identifying what are newsworthy elements–and what will the reporter/writer consider news? A Dallas Morning News reporter wants local relevance; A reporter at Supermarket News wants industry relevance. Your PR person knows the story angle, hooks, and what individual reporters really want.

What did my news radar target when meeting at IHOP with my CEO friend? Not “news release about our website.” I heard New Customers. That’s the news, especially if it’s in a niche industry, the customer offers innovation or is a top brand or publicly held company.

Executives, listen to your PR rep. Leverage their expertise.

PR friends, don’t crank a release out just because the boss “expects it.” Do your best to be strategic, to advise–even politely resist. Let your boss–and his or her boss–know there are other ways and better ways to Tell The Story.

Discover the real news. It matters.

More Power to the Press Release, or Not?

The press release is to public relations what cows are to hamburgers. The press release takes raw information and grinds it up (re-formulated sounds nicer) to share a story that has news value to readers of the media.

News releases follow a specific style and approach that editors and reporters expect. They tell a story with facts and quotes, and avoid exaggeration, clichés and corporate baloney. The press release is the ever-loyal, ever-useful news-sharing tool. It is a Deity in PR.

But the world is a’changin. So what is the news release in today’s world? Increasingly, they are more concise and have an uber-immediacy to them.

So is the press release an ol’ tired dog? I think not. It’s adapting and still alerting the media. But there are other ways—better ways—to share your story, even when it’s not hard-breaking news. One source says Business Wire and PR Newswire send out 1,000 news releases every day. PRWeb? It shows 300 per day, according to the source. Essentially you’re in a knife fight for a reporter’s attention.

Share Your Story in Other Ways

The Story Idea. So what exactly is the story and “news,” and will it pass muster with a reporter or editor? That’s where PR practitioners must do the tough work and talk tough with clients. For example, is it news when a company receives an award? Should a news release be written and distributed to media? Probably not, unless it’s the Nobel or Baldridge Award. What can make this award a relevant and compelling story? Can a story be formulated that broadens the story into a trend, with the award a sub-fact that serves to qualify your client as an innovator? Is there a story direction that delivers valuable insights about how a company–or companies–demonstrate quantifiable excellence and innovation?

The Story Idea–a written and/or verbal pitch–is the PR professional’s primary skill (quality writing and a “news nose.”)  We build the story with key players and potential trends, then back them up with interesting elements and/or hard data. The story will be best with multiple story sources, such as your client, an industry expert and at least one other (a customer).  A solid pitch in writing or in a call with a reporter is often worth more than 100 news releases.

The Bylined Article. The monthly issue of Banana Growers Today magazine is published. Go to page 12 to see Abe Gorilla’s photo next to a headline and page header named “Opinion.” Abe is your client. He’s a banana grower and he’s addressing the issue of “Green & Yellow Bananas: Too Ripe for Consumers?” You placed the story, wrote it for Abe, had him review and tweak, then you submitted it to the publication. They like it. And now it’s published. Now Abe can use that story to promote the company to prospects, customers, even employees. The bylined article turns company executives into subject-matter experts.

The Editorial Calendar. Why write a press release that may get marginal coverage (or none at all), depending on news value, media deadlines, breaking news and more? An alternative approach that often yields results is to identify the most relevant publications read by a client’s target market, then review each publication’s editorial calendar, a document that tells exactly what subjects are being covered by a publication. They are usually listed by month or issue date.  This generally gives the client a bigger presence and a stronger story.

Blog Posting and Bloggers. Reaching out to bloggers isn’t secndary anymore. They are as influential–even more so–than traditional media. Whether they are “citizen journalists” with expertise, or personalities from newspapers or analyst firms, they can draw interest to your client’s expertise, insights and announcements. In addition, make sure the client is using social media effectively as well. They can propagate their presence among prospects, customers, employees and suppliers by reaching out to them online.

Customer Braggarts. What’s better than someone tooting your horn? It’s sure more tasty for a reporter to hear how great you are from external sources than hearing you or your paid PR person to brag about you. Get customers involved in your PR efforts. Write case studies. Even consider writing a news release, story pitch or other means that come directly from them to the media. You do the work. They get the glory. And so does your client.

So, is the press release still the Lord of the Corporate World? Just how potent or impotent is it today? Our opinion: It’s overused and often a waste of money and resources. But dead? Not so much.

—The PRactical PR Guy