A client of mine recently issued a press release on an update to a product. The news was not expected to garner a great deal of media coverage, just a few of the friendly publications that we generally work with that expect to be kept in the loop on this type of news. News like this is generally meant as an FYI; if the reporter wants to cover it, great. If not, no worries, harder news will be available in the future.
Later that afternoon, after the pitches had been sent out and the release crossed the wire hours before, an email came in with the following subject line:
We Made It Into The Wall Street Journal!!!
Now, imagine my surprise here. This wasn't hard hitting news, as I mentioned. Just general updates, while important to those people who use the product and a select individuals, aren't expected to land in any major publications, especially the Mecca of news websites: The Wall Street Journal.
After opening the email, the confusion of what happened quickly became apparent. When a release crosses the wire, it is sent out to hundreds of publications who subscribe to wire services. They are the only way they that newspapers and websites can keep track of the tsunami of news that comes their way each day. Whether or not a release is posted to website is up to the editors. Simply a yes or no can ultimately determine if the release is posted on the website or not with no input from the editors to the actual content.
When I clicked on the hyperlink included in the email, I was, in fact, taken to the Wall Street Journal's website. The opening line of the article in question, however, started: (PR Newswire). For those not familiar with PR, this is the only sign that a PR professional needs to see to know that this is a press release reposting.
In my mind, this is not an original piece of coverage. I do not fault the individual who sent the email congratulating the team on a WSJ piece because they did not know any better. If someone sees the piece of news on a website like that and isn't familiar with wire services, then why should a PR person expect them to tell the difference? But when I look at that link, I don't take any pride in that.
Sure, my team wrote the press release and pushed it through approvals. The client approved putting it over the wire, so why shouldn't we be excited that the WSJ decided to post that release? Because when your release is featured next to one describing the new flavors of yogurt from a food distributor and your client is in technology, it just doesn't feel as special.
Editors just have to decide which companies' news they will post from the wire. The release is just a dime a dozen. But when news is sent directly to an editor, they express interest and ultimately write a story on the news or a briefing with an executive, that is when it becomes an accomplishment. That is news that the editor felt was significant enough that it warranted a separate write-up from the press release.
We received a few nibbles of interest from the friendly publications that I mentioned earlier. We held a couple of briefings and saw some positive stories, albeit short ones. Those stories, the ones on news websites that don't receive 1/100th of the monthly visitors that the WSJ does, mean more to me than a press release pickup.
A great release can certainly result in positive news coverage. But simply having the words of the release copy and pasted directly from the wire is not the same as a journalist selecting to learn more about the story and it just shouldn't count the same in the minds of PR professionals.
We didn't bother to make the distinction for the client as congratulations was passed around throughout the team. In rare situations, it is okay for the client to see the world of media through rose-colored glasses and this is one.
Just think about how satisfying it would be, though, to get an email back from a WSJ reporter saying, "I am interested in learning more about the news today. Can you connect me with an executive?"
A well-written press release is nothing to deemphasize. I just hope that the first time I send an email saying, "We Made It Into The Wall Street Journal!!!" it is because an editor chose to get back to me. Then it will be time to pat ourselves on the back, because our job as PR professionals will be complete.
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