{"id":514,"date":"2008-06-09T21:27:33","date_gmt":"2008-06-10T01:27:33","guid":{"rendered":"https:\/\/getgood.com\/roadmaps\/?p=514"},"modified":"2008-06-09T21:27:33","modified_gmt":"2008-06-10T01:27:33","slug":"the-proper-role-of-the-news-release","status":"publish","type":"post","link":"https:\/\/getgood.com\/roadmaps\/2008\/06\/09\/the-proper-role-of-the-news-release\/","title":{"rendered":"The proper role of the news release"},"content":{"rendered":"<p>My recent post about <a href=\"https:\/\/getgood.typepad.com\/getgood_strategic_marketi\/2008\/05\/the-direction-o.html\">the direction this blog was heading<\/a> led some folks to think that I didn&#8217;t see any value in press releases. Nothing could be further from the truth. The press release, or more properly, the news release, has a very important communications job, whether it&#8217;s the old form or the fancy social media form with links and video. Quite simply, it conveys news to the media in an understood format. Or at least that&#8217;s what it should be doing.<\/p>\n<p>The news release is not and never has been the optimum form for communicating that same company news to our customers. There have always been much better alternatives &#8211; face to face, telephone, direct mail, annual reports, email, newsletters and now blogs &#8212; for speaking directly with our customers.<\/p>\n<p>The rise of the search engines in the 90s, however, led to a bizarre and mistaken transformation of the news release, in its natural and somewhat inaccessible form, into sales collateral. The story went something like this:<\/p>\n<ul>\n<li>Customers are searching for information online;<\/li>\n<li>The search engines index news releases sent through the newswires;<\/li>\n<li>Therefore we should disseminate all our information in news release form to improve our discoverability. Even if it isn&#8217;t exactly, strictly speaking news.<\/li>\n<\/ul>\n<p>I suspect if we did an analysis, we&#8217;d find a correlation between the decline in the quality of  press releases with the rise of the search engines.<\/p>\n<p>This has got to stop, full stop. We have got to get back to a model where the news release is about news &#8212; real, interesting, viable news &#8212; aimed at journalists covering that news. If customers, bloggers and  search engines &quot;find&quot; our releases, that&#8217;s just fine, but we shouldn&#8217;t be writing our news for the search engines. That&#8217;s what leads to crappy releases with less than zero news value. With or without links.<\/p>\n<p>Write your news release for the news media. If customers and bloggers find it through search engines, terrific. Consider it a bonus. But write news, not product brochures.<\/p>\n<p>Write your website for your customers, and yes, for the search engines too. If you write a good site that sells your product effectively, it should be fairly well optimized for search. .<\/p>\n<p>That way, when you sit down to write a customer communication, whether a customer newsletter or a blog pitch, you can focus on developing a story that connects with the customer. Not on shoehorning your communication into a format for which it is not suited. <\/p>\n<p align=\"center\">&#8212;<\/p>\n<p><em><strong>Preview of coming attractions: <\/strong><\/em><\/p>\n<p>Until today, this was pretty close to the worst pitch of the year:<\/p>\n<p><img decoding=\"async\" loading=\"lazy\" height=\"148\" width=\"477\" style=\"margin: 5px\" alt=\"\" src=\"https:\/\/\/\/i0.wp.com\/getgood.typepad.com\/colonblow.jpg?resize=477%2C148&#038;ssl=1\" data-recalc-dims=\"1\" \/><\/p>\n<p>Today, a friend forwarded one that absolutely tops it. In fact, it&#8217;s so pungent, I&#8217;m not sure anything can top it. <\/p>\n<p>Once I find the words, you&#8217;ll find it here.<\/p>\n<p><small>Tags: <a rel=\"tag\" href=\"http:\/\/technorati.com\/tag\/press+release\">press release<\/a>, <a rel=\"tag\" href=\"http:\/\/technorati.com\/tag\/news+release\">news release<\/a>, <a rel=\"tag\" href=\"http:\/\/technorati.com\/tag\/pr\">pr<\/a>, <a rel=\"tag\" href=\"http:\/\/technorati.com\/tag\/public+relations\">public relations<\/a><\/small><\/p>\n","protected":false},"excerpt":{"rendered":"<p>My recent post about the direction this blog was heading led some folks to think that I didn&#8217;t see any value in press releases. Nothing could be further from the truth. The press release, or more properly, the news release, has a very important communications job, whether it&#8217;s the old form or the fancy social [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[36,8],"tags":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO 4.9.8 - aioseo.com -->\n\t<meta name=\"description\" content=\"My recent post about the direction this blog was heading led some folks to think that I didn&#039;t see any value in press releases. Nothing could be further from the truth. The press release, or more properly, the news release, has a very important communications job, whether it&#039;s the old form or the fancy social\" \/>\n\t<meta name=\"robots\" content=\"max-image-preview:large\" \/>\n\t<meta name=\"author\" content=\"Susan Getgood\"\/>\n\t<link rel=\"canonical\" href=\"https:\/\/getgood.com\/roadmaps\/2008\/06\/09\/the-proper-role-of-the-news-release\/\" \/>\n\t<meta name=\"generator\" content=\"All in One SEO (AIOSEO) 4.9.8\" \/>\n\t\t<meta property=\"og:locale\" content=\"en_US\" \/>\n\t\t<meta property=\"og:site_name\" content=\"Marketing Roadmaps -\" \/>\n\t\t<meta property=\"og:type\" content=\"article\" \/>\n\t\t<meta property=\"og:title\" content=\"The proper role of the news release - Marketing Roadmaps\" \/>\n\t\t<meta property=\"og:description\" content=\"My recent post about the direction this blog was heading led some folks to think that I didn&#039;t see any value in press releases. Nothing could be further from the truth. 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