By Alexis D

One of my colleagues, Drew Benvie, tweeted a link to an article from Journalism.co.uk about how to write a press release. First off everyone should read it, it is full of press release advice goodness. The only other one I remember liking was from Danny Bradbury many years ago.

However, it was the opening title that grabbed my attention; How to: write the perfect press release for journalists.

Now let’s ignore the fact that it is called a ‘press’ release, I suspect that ‘news release’ could be easily substituted, and I’ll let you in to a secret. Press releases (or News Release if you are going to be picky) are not just for the media! Hard to believe I know but it’s true.

In this very modern age of websites, email, tweets and blogs, the humble release has gone from being a tool to solely communicate with the media to one that is also used to communicate with customers and the wider industry directly. Make no mistake coverage from a news release is often a primary goal but it isn’t the only one.

I have lost count from the number of times a client has asked me about a competitor release which has received zero pick-up and the answer is because it is seen as an important official public statement. It also shows how releases can be just as useful when they ‘bypass’ the media to speak directly with the end target audience. Alternatively, a release can be issued to make a statement to a prospect, client or regulator. Not that I am going to give any examples of this….

So the morale of this post: read the guidelines and take them to heart but remember a press release is not just for journalists….