PR Isn't Shorthand for Press Release

It's time again for someone to stand up against press releases. This may sound like sacrilege from a PR guy. Lots of business people, and probably your friends in the media, think writing and issuing press releases are all PR flacks live for.<

But when creating an effective public relations program, press releases may be among the last things you need to worry about. Nor does a string of press releases issued on a weekly basis mean you have a publicity program. Yes, the "Do Some" approach to public relations will probably get your organization some press coverage. But that technique entirely misses the point of what's news, and more importantly how public relations works to strategically build and maintain awareness and credibility.

Even in our "instant everything" culture, building a company's reputation and developing strong media relationships isn't accomplished in a quarter or two. With wary media, it can take years and be destroyed in seconds. Reporters, editors and market researchers are burned on a regular basis. Their trust is earned over time, not by covering them with press releases.

Listen to what most editorial poeple tell public relations people: "read my book." Understanding publications' informational needs is essential. Ignoring it alienates editors.

Never Cry Wolf

"Getting ink" is a purely tactical approach that may, or may not help further a company's business goals. It may temporarily boost a company's stock price. But very quickly the media and the analysts tracking your market sector will tire of the press release paper storm or e-mail spamming. Stuffing their mail boxes soon has the reverse effect--they ignore everything from the offending organization.

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