“I’d love to read your news release.” Said no one ever.
Why is the news release — a staple of the PR industry — so unloved? Hint: It’s not the sin. It’s the sinner.
That is, there’s nothing wrong with the document per se. It’s the way we’re using it that rubs reporters the wrong way.
Why does no one share your releases through social media? Why do they generate so little pick-up by the press? Why do your own eyes glaze over them?
Let me walk through the most embarrassing mistakes PR pros make in the most elemental PR document.