147- Public Relations - Nobody’s Waiting for Your Press Release 2

Nata PR School (EN)

Unless you are a publicly traded company required to disclose quarterly results or you are already well-known, know that no one is waiting for your press release.

However, this does not mean that you should not communicate at all. On the contrary, if you don't, many of your competitors will, and they will occupy all the media space.

I have already addressed this topic in Episode 122, where I present the angle of the press release, explaining that sending press releases is one of many things PR professionals do.

As you can imagine, PR professionals do much more than send press releases.

"No one is waiting for your press release" may sound provocative, but it is a simple truth that our marketing friends often ignore because they:

1. Confuse press releases with advertising.

2. Believe that the results, mentions, and publications will be instantaneous.

3. Think that journalists/influencers are at their service.

Well, no one is waiting for your press release because journalists/influencers:

1. Are unaware that you have spent years creating and refining your product.

2. Already have a long list of topics to cover.

3. Have already been contacted by your competitors.

Some facts to know:

• 43% of journalists cover more than 5 topics (education, environment, cuisine, theatre, books, etc.).

• 36% of journalists write 4 to 9 articles per week.

However, the number one tool remains the press release, and over 76% of journalists wish to receive relevant information.

No one’s waiting for your press release, it’s true. But it’s the number-one tool for grabbing the attention of journalists and influencers. A critical tool, in fact, for getting known.

*Source: Cision State of the Media 2022.

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