40. Not everything deserves a press release!


Press Release is an official statement issued by an organisation sent out to news media to provide information, or to make an announcement. It is written by a communication professional on behalf of the organisation to achieve the communication objective. Press Release is the most basic and frequently used form of writing when it comes to business writing, especially in the PR fraternity. But not all messages need a press release to be conveyed to its target audience.


A press release should be appealing enough for a journalist to work on, otherwise, it would just add to the waste. Journalist possibly get various press releases, some don’t even see the light of the day again. So, as communication professionals, we should be able to identify where a press release is needed and where it isn’t. If your communication goal is to convey a hard and fast message then writing a press release could be the best option but, if the message has any scope for creativity, be creative and avoid the tried and tested route.

Press releases are used to send across an official statement or announcement by the organisation. It is for the journalist to get a better understanding of what is new with your company. But, sometimes stories can be pursued through a different and creative approach. As a communications professional, it is very important to understand the target audience before sending out any message. The delivery of the message or your approach towards it should line up with the behaviour and preferences of your target audience. Understanding this simple point can sometimes provide many more creative approach towards pitching a story.

Press release with time has become very redundant. Because of the constant information clutter, figuring out important information has become more difficult. In such a situation, journalists also has a lot of newsworthy information available, so why would they want to carry out your press release? There are a lot of other forms of business writing which can be used to approach the media to carry out your story, a press release is only one of them. Write a press release only when your client wants to make an official statement or announcement, for other purposes lookout for different ways. You can make a video release, create infographics, give exclusive stories, industry stories, or even authored article. Your approach towards pitching a story should largely depend on the nature of your story. Communicators are in the business of storytelling, there are a thousand ways of telling a story, you just have to think beyond ordinary.

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