213- Public Relations: When Should You Send a Press Release?

Nata PR School (EN)

Hello PR friends!

Yes, the press release is the No. 1 tool in public relations.

However, not every news item is impactful or relevant enough to justify drafting and sending a press release.

How can you tell when this tool is truly necessary and when another approach might be more suitable?

Let's start with a quick reminder: What is a press release, and why is it used?

A press release is a formal and factual communication tool intended to convey relevant information to the media.

It is not an advertisement.

Its purpose is to inform journalists, bloggers, or influencers about significant news or innovations in the hope that they will share this information with their audiences.

At NATA PR, we sometimes send what we call "brèves," which are very short emails with relevant updates, such as one of our clients' new store openings.

We know that this news may not necessarily be picked up, but journalists interested in this client accumulate this type of information, which may help them build a story in the coming weeks or months.

So, in this case, there is no press release; it is just an email to communicate the information.

The Right Questions to Ask:

Here are the questions you should ask yourself before sending a press release:

1. What is the news?

Can you summarize in one sentence what you want to announce?

For example: XYZ launches a new innovative Vitamin C serum to hydrate the driest skin.

Are journalists talking about this subject?

Is it new, innovative, etc.?

2. Is the information really timely?

A press release must announce something new.

Journalists are looking for fresh news. A press release is probably unnecessary if you've already discussed this information through other channels or if the event has already occurred.

3. Is this valuable information for journalists or influencers?

Ask yourself if the information you share can help journalists with their articles or reports.

Does it fit into current news topics or sector trends?

4. Is this a story the media can relay?

A press release must offer an interesting angle and a story to tell.

If it's only technical information or too focused on yourself—let's say too "commercial" and disconnected from general interest—it risks going unnoticed.

5. Is the event really worthy of a press release?

Some internal announcements, such as a minor personnel change or a small strategy adjustment, don't merit a press release. For minor events, your social media platforms may be sufficient.

Several news items are great for social networks: award wins, recruitment, new store openings, etc.

Of course, you can share this information, which may not interest the media, in your newsletter, on your blog, etc.

In some cases, the best option is to combine a press release with another approach.

For example, you can:

Send a press release for major news while sharing it on social media to maximize impact.

Sending a press release should never be routine or an obligation.

It should be reserved for announcements that truly deserve media attention.

Properly prioritizing your information and using the right communication tools according to the situation maximizes your chances of getting quality media coverage while strengthening your relationship with journalists.

Feel free to reach out to me if you're a business leader looking to develop a PR strategy.

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Nata

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