What You Should Consider Before Issuing a Press Release

In a 24/7 news cycle, the demand for attention is unending. Media outlets and content creators craft headlines to draw in viewers and subscribers. You are in a game, and you may not even know it.

Even prior to the transition in political leadership in Washington, there was an uptick in articles that inspire reaction. We understand that many communities feel targeted and the desire to react is natural. But is it strategic to respond to everything we watch or hear? Absolutely not.

In short, doing so will overwhelm internal systems and limit your capacity to respond when its necessary to do so.

Your communications and outreach plan should include key dates and moments when you will engage the press. In fact, some celebrities engage the press only when they are announcing a new project, collaboration, event or tour. Savvy nonprofits engage the media when they are releasing a report, announcing a lawsuit, or announcing a conference or event. 

Why does this matter?

Let’s remember that the purpose of a press release is to generate media interest. It is not always to make a political statement. It is to get the attention of journalists. This means that what you write, and when you write is as important as how you craft the release.

This is difficult in an environment where public relations professionals out-number journalists 7:1. If you want to learn more about the ratio of journalists to PR pros, and contractions in the media industry, see this article.

If you are questioning whether to release a press statement (we use press release and press statements interchangeably in this article), consider these things:

What is the purpose of the press release?

The press release is a strategic communications tool used to garner media attention. We send press releases to increase the likelihood of a quote from our organization or leader being included in media stories. We also send press releases to receive media interview requests. In some instances, we may want to use a press release to make a political statement. 

Are you releasing a report or policy brief, or announcing a lawsuit?

To increase the likelihood of media coverage, considering greatly limiting when you issue press releases and press statement. Consider only releasing statements that are tied to reports, policy briefs or other major action.

Is there corresponding action that can accompany the statement? 

It’s one thing to say with you disagree with an action. It’s another thing to say you are mobilizing in response to an action. In other words, your statements should go beyond expressing your feelings, and also announce what you are doing in response to an issue. It’s the latter that may be newsworthy.

Can you point to direct organizing on the issue?

Is there a large or growing body of work you point to? If not, allow the organizations that are leading in a given field to respond. For every issue the world faces, there are groups who are organizing around said issue. You do not have to respond to everything. You can instead lift up the work of others via social media or sharing another organization’s statement with your followers.

Does the statement advance the argument?

If you want to get media coverage, it is importance to advance the argument. You should also think about whether you are saying something that is counter-intuitive or surprising. Will reporters be surprised to hear your take or is your take expected for an organization such as yours. 

Is there capacity to draft a statement? 

One strategy of persons who oppose democracy is to attempt to flood the zone or overwhelm advocates. If your internal team does not have the capacity to draft a statement, perhaps you should consider a social media post. Alternatively, you can wait until there is added capacity to issue a statement or press release.

Do you have a spokesperson available for media interviews should your release receive interest?

The purpose of a press release is to generate media interview requests or to have your quote included in a story. It is imperative you have spokespersons available for comment with reporters. Otherwise wait to release a statement until someone from your leadership team is available for comment. There is nothing more frustrating for public relations professionals and journalists that pitching a story and having no one available when interview requests arise.

Jennifer R. Farmer, aka The PR Whisperer^®, is the principal of Spotlight PR LLC. Be sure to check out other blogs from Spotlight PR LLC and subscribe for regular communications updates.