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This question has been closed, and points have been awarded.
Revise News Release Or Do Something Different?
Posted By: NeaBoo on 3/2/2007 12:56 PM (CST) 500 Points
Help! I work for a company that tends to put the cart before the horse. We have already put our a news release about some changes to one of our properties that will significantly change the level of services our guests receive. This release was sent out before all the details were hammered out on one of the major offerings that, now that things have been finalized, really gives us something to talk about.

So here's my question - do I simply revise the release and resend it, or create a completely different "alert" that focuses on this finalized detail?

I have to move quickly on this as we deal with some monthlies that have editorial deadlines fast approaching.

Your help/expertise is greatly appreciated!!!

Posted by: peanutpeanut Accepted Answer
3/2/2007 1:08 PM (CST)
i have had a lot of experience with this sort of thing: both creating them and being on the receiving end. I would send out another press release and make sure it comes across as new, interesting (if it can be exciting so be it....but i don't know what the additional info is) and relevant. you don't want to create the impression that the first one was fired off hastily, that would create all sorts of questions. one more thing, be prepared to answer the question why the first release did not contain the new and or additional information. you want to have a good and thorough answer ready that meets your objectives.
 
Posted by: Steve Hoffacker Accepted Answer
3/2/2007 1:39 PM (CST)
I agree with peanutpeanut and add that you can answer the reason the first release did not contain all of the final details is that what you have created is evolving rapidly and that your research is constantly being updated. You may even want to suggest that future modifications may occur in your quest to meet the changing needs of your consumers and cover yourself in that eventuality.
 
Posted by: Phoenix ONE Member Response
3/2/2007 2:50 PM (CST)
I think the "how you present it" is more important than what was missing in the first release.

Hot Off the Press. More information regarding our XXXXXX

More Details that we Thought you would want to know.

Our Last Release Raised Great Questions, We Answer them ALL Here.

You Asked and Now We Deliver, Questions Regarding Our Last Release

You Wanted More Information and Here it Is.

Make the perception, your last release was not incomplete or wrong - but this is a further update regarding questions asked or more timely info. It is all in how you spin this new release that removes the egg. Give the appearance many people were so excited and asked questions so you how to provide greater details.

Spin it correctly and no one will even remember the first copy they received. Afterall isn't advertising all about spin.

Good Luck & Happy Marketing ~
 
Posted by: vermont_pr_guy Accepted Answer
3/2/2007 2:58 PM (CST)
Hi Linnea,

If the release was sent out beyond 48 hours ago , I would personally retool it and send it out as a new release, especially if the initial response was lukewarm.

You might also consider what AP and other news organizations do when there is an emerging story. They put UPDATE1, UPDATE2 etc. to make it clear that it is an evolving piece of news with new details.

I have used and have seen seen a number of PR types use that at the beginning of the subject line in various ways, e.g. UPDATED News Release: X Corp . . .

Regards,

~Jason
 
Posted by: NeaBoo Author Response
3/2/2007 2:58 PM (CST)
Not a bad thought, accept that I don't want them to forget the other information they've received. Since we did mention this service in the previous release, I think I will treat this just like an announcement of a new contract with the provider. The same as I would if the other things had already been put in place. The rest of the project will be mentioned again as secondary to the story.

Thoughts...
 
Posted by: retail Member Response
3/2/2007 3:39 PM (CST)
Depending on how much info you expect people to remember versus how wordy your original release was, it may not be a bad idea to go ahead and repeat everything.

If the original was very wordy, it's not likely they hinged on every word to begin with so it would be OK to position it as an update as previously indicated and restate in a summary the important points - keep it brief.

Since you say you've already mentioned it before - The question becomes - "Is the new information really that significant and important?" Will it add more clarity enough that people need to know and will care - versus the perception of doing an update to just get more press and diluting the original?

Just asking - are the new details really that important and will anyone really care? Something to think about.
 
Posted by: NeaBoo Author Response
3/2/2007 3:45 PM (CST)
Our business is recreation, so yes and no. People who know our business and/or play our sport will have a great appreciation for this news. Other people who have a more distant interest will want to know this information, but may not value it as much. Luckily, my lists are broken out accordingly, making it easier to send this new information only to those who will really care.
 
Posted by: farfromnormal* Member Response
3/3/2007 12:13 AM (CST)
Do not mention anything from the past.
not many remember what happened in the past.
Start afresh.

Good wishes
Palak
 
Posted by: David Earl Spencer Member Response
3/3/2007 12:19 AM (CST)
Send the same release, but have the font color of what you already sent grayed out (dark enough for them to read).

Then have the new information begin with, "But wait... there's more"
 
Posted by: Deremiah *CPE Member Response
3/3/2007 10:46 AM (CST)
Hi Neaboo,

Hope you're having a great day today.

Yes it does appear that your organization has put the cart before the horse but all mistakes can be overcome. Forgive your organization and move on. The world is a lot more forgiving than you might imagine.

YOUR SUCCESS IS BUILT INTO YOUR FAILURE...
Furthermore it's been proved that 70% of your ideas will fail anyway. Your success is built into your failure. So the object is to "FAIL FASTER"...and move on into your success.

NEXT FOCUS ON SOLUTIONS...
It's time to think like Leonardo da Vinci. He wasn't a genius for nothing. It wasn't an accident...He knew the answers were hidden in the questions he asked and so are yours! Of course the better questions you ask the better solutions you get.

THINK IN NEW AND AMAZING WAYS...

YOUR PAIN IS YOUR PROFIT...
Here's some amazing ways to think about it. Ask some new questions and don't be afraid to borrow from nature. Your pains is your profit. A lot of our solutions are built right within the very fabric of the creation around us. But so many of us are so busy worrying about the problems that we don't have time to see the solutions all around us.

OPEN YOUR EYES & SEE THE ANSWERS ARE IN THE QUESTIONS...

So what would nature do if it had the problem you had?

What would a tree or plant do if it needed to grow where something else was previously planted?

Like the old press release that was previously planted in a place where your new press release needs to grow.

Now think about it. A tree would grow around a fence, a tree would grow around a large rock or a man made building if it had to but it's survival would be guaranteed because the desire to maintain life is part of the essence of our survival.

So what are you going to do?

You're going to RE-Write and Re-Think the strategic process that gives you the greatest solution. And you know what your solution is going to be so much better than your previous press release would have ever been and I know that is possible you just need to believe that your organization can do it and still maintain a successful experience.

YOU NEED A HYBRID SOLUTION...CREATIVE & LOGICAL
You've got to believe this is possible so that you can hover above the problem, see the problem from underneath and view it from the side. That's what Leonardo did! He looked at things from more than one perspective...he had a way of looking at things from at least three different angles and that's what made him amazing. He was an artist with a scientific approach and a scientist with an artistic approach. So how can you use your logical and creative ideas to come up with a powerful hybrid of a solution.

NOW REWRITE A GREAT PRESS RELEASE...
Now that you've looked at it from three different angles it's time to sit down and rewrite your press release...That's right "Release The Press" on your new idea and "Sound Off" in such a way that your audience sees the adjustment as a necessary benefit in order to make the "Project" more superior than it could have ever been.

Your audience will appreciate you for it and you will be rewarded in ways you can not now imagine...Can't you see that your IDEAS > (are greater) than your problems. REMEMBER... our only real problem in life is our failure to be "MORE Creative" than we’ve ever been. If you “Invent” your opportunity YOU WILL most definitely create your future. I'm only an email away from you if you need my help. Is there anything else I can do for you?

Your Servant, Deremiah, *CPE (Customer Passion Evangelist)

*Caring Promotes Exuberance
 
Posted by: iwonapavala Member Response
3/4/2007 8:02 PM (CST)
You know when you see a familiar package with a bright yellow band or something with info which makes you look at it twice? You know you have seen it before but you see something different.

If you can do that and package the new feature in the old info as sort of a surprise or bonus offering, you can send the old info (what ever still applies) and present the new as a bonus. "The New And Improved" version of the initial offering. So you don't have to worry about them forgetting the old stuff. And the new stuff looks like a great surprise deal, real generous offer rather than an after thought.

All the best.
 
Posted by: NeaBoo Author Response
3/5/2007 8:00 AM (CST)
Thanks everyone for your responses. I'm awarding points to the ones I will use!

You ALL have some great insights.
 


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