In a 24/7 news cycle, the demand for attention is unending. Media outlets and content creators craft headlines to draw in viewers and subscribers. But should you respond to everything you watch, listen to or read? Absolutely not.
Even prior to the transition in political leadership in Washington, there was an uptick in articles that inspire reaction. I understand that in this moment — where we are seeing multiple communities targeted — there is a desire to take action. But strategy rules impulse. You don’t want to devolve into a reactionary operation.
Let’s remember that the only purpose of a press release is to generate media interest. It is not always to make a political statement. It is to get the attention of journalists.
This is difficult in an environment where public relations professionals out-number journalists 7:1. That’s why you want to limit press releases to key moments.
If you are questioning whether to release a press statement (we use press release and press statements interchangeably in this article), consider these questions:
Is there corresponding action that can accompany the statement?
It’s one thing to say with you disagree with an action. It’s another thing to say you are mobilizing in response to an action. In other words, your statements should go beyond expressing your feelings, and also announce what you are doing in response to an issue. It’s the latter that may be newsworthy.
Does the statement advance the argument?
If you want to get media coverage, it is importance to advance the argument. You should also think about whether you are saying something that is counter-intuitive or surprising. Will reporters be surprised to hear your take or is your take expected for an organization such as yours.
Is there capacity to draft a statement?
One strategy of persons who oppose democracy is to attempt to flood the zone or overwhelm advocates. If your internal team does not have the capacity to draft a statement, perhaps you should consider a social media post. Alternatively, you can wait until there is added capacity to issue a statement or press release.
Do you have a spokesperson available for media interviews should your release receive interest?
The purpose of a press release is to generate media interview requests or to have your quote included in a story. It is imperative you have spokespersons available for comment with reporters. Otherwise wait to release a statement until someone from your leadership team is available for comment. There is nothing more frustrating for public relations professionals and journalists that pitching a story and having no one available when interview requests arise.
These questions will help you determine whether a press release is warranted and strategic.
Jennifer R. Farmer, aka The PR Whisperer®, is an author, lecturer and strategic communications expert. Check out our blog posts and subscribe for updates.