How to make your news PR-able

By: Julia Fitzgerald, Senior Account Manager

The role of PR has shifted from being purely media-centric to utilising a broad range of activities that include content creation, social media management and more. In this new era, storytelling is king, and it's essential for PR practitioners to adapt to these changes by creating narratives that resonate with their target audiences on multiple platforms.

While media relations is a core part of a successful communications strategy, it isn’t the only way to get your business in front of those who matter. From your potential customers to members of the press, PR is about the whole package, and extends beyond just sending out a press release.

Some journalists receive more than 100 press releases a day, so making yours stand out is no easy feat. As PR professionals we use our relationships, knowledge and creativity to ensure news is as interesting as it can be before it hits a journalist’s inbox.

Press releases are typically one-way communications that don't allow for interaction or dialogue. And with the decline of traditional media and the rise of content marketing, the press release's once-dominant position in the PR toolkit has been challenged.

That said, sending news that isn’t of interest or makes the press say ‘so what?’ can be damaging to not only PR relationships but also how the media sees the organisation in question. The answer? Use the company’s wider online presence to showcase them, making news, insights and innovations easily accessible - without distributing a single press release.

Amplifying announcements

When searching for a company to do business with, the first thing many of us will do is a Google search. If a PR campaign is in place, there will be links to articles, case studies, blogs and social media posts, which make up the wider company profile. How these are interacted with, each piece’s credibility and how they are presented can make or break how businesses are seen to the outside world. 

While press releases are great for sharing factual information with media outlets, to create a well rounded approach, a press release doesn’t have to always be your first port of call. Instead, consider pitching a spokesperson for interviews to discuss the news, make visually appealing graphics for inclusion on social media and the company website and use the topic mentioned to produce further PR-able opportunities.

Humanising the content and making it easily digestible and reusable, creating themes and ideas will also support activities in the months ahead. 

Beyond the press release

To maximise impact and reach, PR professionals must think beyond the press release and embrace a more comprehensive storytelling approach. By integrating multimedia content, social media and other strategies, you can create a more engaging and impactful narrative that stands out to your audience and ultimately drives your brand forward. 

Drafting genuine, compelling stories that are tailored to different channels and platforms is key to a successful PR strategy and setting organisations up for success. With this in place, businesses are able to unlock the true value of PR and effectively shape the perception of their brands.

Today, traditional public relations tactics are no longer enough to cut through the noise and reach the right audience. 

While the press release remains a staple in PR, its effectiveness as a standalone tool has changed. To truly engage with the public and achieve meaningful outcomes, PR professionals must think beyond the confines of a press release and embrace a more holistic and innovative approach to storytelling.