NUMBERS: Survey: Press Releases are Sunday Best

A few weeks ago I blogged about press releases and asked people to educate themselves as to how effective they now are.

In a digital landscape, the 300-word missive in crisp journalese is now one arrow in a stuffed quiver, was the thrust of the piece. Often, it is demanded. But I’m convinced that your job as a comms person is to see how effective they are.

The response? Marked. Indignant people spoke in its defence. It remains the cornerstone, they said. Others, saw that other tools were often more effective and it was no longer the ‘go to.’ The Model T Ford of the comms armoury.

But in 2017, how are people using it? A quick un-scientific surveymonkey showed that people were keen to have a say… almost 250 took part.

Press releases remain… for the significant things

It’s clear that for the big set-piece announcements a press release is still part of the furniture. The survey said that 97 per cent issued such a text for something significant. In itself, that’s significant.

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But press releases are phasing out for the less significant

Asked whether they are being used more, less or the same, the answers showed a clear path.

Half – 52 per cent – are using press releases in the same number but 44 per cent are using them less and a trend-bucking four per cent are using more of them.

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They remain part of the comms mix

Almost averyone thinks that they should remain as one the parts of the comms mix with 95 per cent agreeing and three per cent disagreeing.

I don’t disagree with that. It is no longer the only show in town. As ever, the right channel in the right place for the right audience.

That’s where we are, how are people consuming the media?

Of course, a snapshot of where PR people are is only part of the picture. Where are people? Research from Ofcom shows that people spend around eight hours a day consuming the media. How much time is spent consuming newspapers print and web? Fifteen minutes. I’ve blogged that newspapers – or should I say media organisations – have a future. But the 15 minutes figure is striking.

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POST RELEASE: What are you doing writing just press releases in 2013?

8663411512_c1e34869d2_bIt seems as though I’ve spent much of the last couple of years that no, you don’t always want a press release. What you actually want is a webpage, a series of tweets on Twitter or an audio clip.

Earlier in the year I presented this rather fine deck of slides to LGComms in Manchester and wrote a blog post around the subject of Die Press Release, Die! Die! A post partly inspired by the rather fine Tom Foremski post of the same name from way back in 2006. A whole load of text words and images.

It turns out I was wasting my time. What I really should have done was to just show this table from Fred Godlash from the BusinessWired blog. It talked about a post they wrote in 2007 that put the price of a press release at $5,000. The equivalent price is $7,500 they surmised. Oh, how I wish that was the case for the corner of the public sector that I work in that collectively put out more than 1,000 in the previous 12-month period. You can read the full post here.

But what really caught my eye was a table that set out the reasons for writing a press release in 2007 compared to 2013. I’ve reproduced it here:

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Why? Because it really nails the motivation behind getting a message out. In the past the aim was ink inches and coverage in the local newspaper. Today, the aim for any communications person is to think both print and digital.

The question is, are you? And how are you doing it? If you are not what are you doing about it?

Creative commons credit 

Helvitica http://www.flickr.com/photos/nicksherman/8663411512/sizes/l/