Is this Press Release Acceptable?

[UK2004]

PR company have done a draft of a release, was told £300 plus £100 to distirbute then when I suggest to them that there does not seemt o be any real angle so it won't get printed they say its just an introductory email to let people know we are around and that they can get samples from us. As far as I am aware a press release only gets noticed if it has a unique angle, this just says mp3 additions sell ipod accessories online and value customer service etc etc. There is nothing unique no point that is unrelated to our business adctivity so to me it reads like an advert. I asked them why they were going to charge me £100 for distirbution fo the release stamps and envelopes etc when he said it was an introductory email and he just said its for getting the contacts etc.

Does this sound like a waste of money? I already have good contacts myself with the reviews editors at major mags who are publishing our products already.

 

I think PR is usually a slow process and you may have to fire off a few before people start taking note. But you're right - there should be a unique and newsworthy angle - otherwise journalists may discard this, and all other contact from your company.

I'd probably go back to them with some ideas for an angle... or postpone the release until you have something to make a splash with.

 

[euphrosene]

Have sent you a PM. KR Euphrosene

 

[mtw]

UK2004.

I don't like to talk down my peers, but it does sound like you're being used as a cash cow without any real benefit to you. This happens too often.

You're dead right that you need an angle. If you're aiming for the editorial pages of publications there has to be something newsworthy - either that or you've got to be interesting enough for them to want to do something feature-wise on you.

Just dropping a 'here we are and this is what we do' email in people's inboxes is, in my opinion, a waste of time. They'll just get deleted or, if you're really lucky, filed. I know what I would have done with that kind of email when I was a harassed editor!

If they were really looking after you they'd tell you if there's not a good angle here. Then they'll help you look for one. That might not be right now, but there WILL be something at some point. Nothing should go out until it's really worth it. Don't let them waste your money.

Cheers
Mark
(officially annoyed on your behalf!)

 

[bwglaw]

The fee sounds about right but at least have a list where the release will go. LindseyMHC does all our PR work and provides us with a list of media contacts where the release will be sent etc. She is highly recommended!

Jonathan

 

[LindseyMHC]

I'm with Mark on this one.

Everyone has their own way of doing things - and PR is no exception - but my 16 years of experience tell me that there is no benefit in wasting a client's money by sending out something to the media just to say 'Hi, we're here'. It can be hard enough to gain coverage for something with a news angle - depending on what else is around at the same time - without sending something out that sounds, from what you have said, to have little news value. £400 is a lot to spend to just say 'Hi, we're here', whether you are a small business or not.

Regarding the amount you are being charged ... £100 for distribution sounds not too far off the mark - it's what I charge, anyway. The majority of journalists these days opt to receive information via e-mail - to increase my client's chances of coverage I always send e-mails to individual journalists rather than a blanket e-mail to a large distribution list - this takes time and hence costs money. However, £300 for a news release does sound a bit steep to me especially along the lines you have mentioned, i.e. an introductory email to let people know you are around and that they can get samples from you, with little or no research into the content. Not having seen it I can't say for sure how much time they needed to spend on research though.

I would suggest it would be more beneficial to you to issue a news release when you have something newsy to say (or to generate something newsy) and to include the fact that samples can be obtained from you when this story is sent to the media.

Press coverage is not always as easy to achieve as some people think, but there are ways and means of increasing your chances - as any experienced PR will tell you. If I do not think something a client wants to issue will gain coverage I will always say so - the usual next step is to work together to create a newsy angle or wait until the most opportune time to release the information, e.g. on the back of something else in the news.

Hope this all helps you.

All the best,

Lindsey.

 

[LindseyMHC]

Jonathan,

You are too too kind, sir. (but thanks for the recommendation)

Lindsey.

 

[directmarketingadvice]

Does this sound like a waste of money?

Yes.

If I was in your shoes, I'd sack them just for suggesting it.

Steve

 

[10Yetis]

Sounds like they are sending what amounts to a media biog.

In their own right media biogs can be really effective as a way of getting you known to the media and letting them know how good you are at giving soundbites and what areas you excel in/can comment on... although at £300 that is a bit cheeky. For that they should (in my opinion) have included a release with an angle, preceeded by the media biog.

I agree entirely with Copyqueen. When it comes to PR for SME's I often say that for your first release it is best NOT to use your strongest angle. This is because unless your brand is known by the journo you are sending it to they may well ignore it just cos they have not heard of you. This will happen no matter who is doing the all important follow up.

Once you have done your canon fodder first release, that usually gets widely ignored, then you go in strong with your second release 3 weeks later with a kick ass media hook and rigerously follow it up.

It stands a better chance as the brand is hopefully still in the journo's mind and also the story is a strong one cos you have a great angle.

Some will argue that if the angle is good enough it will get picked up first time, but in my experience (less time than Lindsey's ) this is not all that common.

"Off with their heads" I say...

 

[mtw]

Thanks for the backup Lindsey, and I agree with Andy (becoming a bit of a PR love-in this, isn't it?) about biogs being potentially effective. I just got the feeling from UK2004's description that he was being taken for a ride a bit - what with their story changing and all.

If what they are planning truly is a way to start off a more resounding campaign then the client should be clear on that, not feeling the need to run it past us!

I think the judgement on whether a press release will get used first time if journalists don't know the business depends on a number of factors that have to be weighed up individually - and for that you have to trust your PR person.

Hopefully this is all food for thought for UK2004...

Cheers
Mark

 

[10Yetis]

(becoming a bit of a PR love-in this, isn't it?)

bring on the spritzers!

 

[mtw]

bring on the spritzers!

I thought it was all that Italian sparkly stuff these days? Or is that just our cousins in the capital?

I'll have my spritzer in a pint glass please...

 

[LindseyMHC]

A dry white wine spritzer in a pint glass for me as well please. Who's buying?

(These virtual drinks are just not the same as the real thing!!!!)

L.

 

[mtw]

(These virtual drinks are just not the same as the real thing!!!!)

No, but you can have many as you want at lunchtime and still see straight!

Mark