I’ll take the basic press release … with the strategy on the side, please

I had a brief laugh when I came across a news release last month announcing a Boston-based public relations firm now offering to generate press releases for a $20 flat rate. To corporate marketers trying to stretch their budget, this may seem like an answer to their prayers. But, I think most public relations practitioners will agree that a program based on individual, disconnected press releases divests any value associated with public relations.

So, then, why is this $20 deal not so much of a bargain?

It’s because this type of project-by-project method ignores some of the essential components of PR. The real worth in having a press release written by someone who has an ongoing relationship and commitment to an organization is lost. A contracted consultant will understand a client’s market, messaging, goals and its target audience. In many cases, they play a large role in defining some of these elements for an organization. Most importantly, with a full public relations program in place, each press release is just a single tactic tying into a larger, big picture strategy. Press releases should compliment an organization’s key messages and provide consistency to increase branding, which is why a press release often costs more than a mere $20.

The challenge to educate individuals on the importance of well-rounded and effective public relations programs continues. Many practitioners invest much time in trying to improve the understanding of the goals and impact of PR. The truth is, when executed strategically and correctly, public relations and media relations programs can offer an impressive ROI.

As a practicing PR professional, I would recommend investing the $20 in something that will lend itself to more long-term success. For instance, a pencil sharpener.

Recommended read on this topic: “Press Releases are not a PR Strategy! An Executive’s Guide to Public Relations” by Linda B. VandeVrede

Related posts:

1. The Real ROI of Public Relations
2. B2B Public Relations Task Masters
3. How one can avoid the unofficial, unqualified “Top Ten Lies Public Relations Agencies Tell Their Clients and Prospects”
4. Online Press Releases: What’s Old is New Again
5. Commission-based press coverage: Why are public relations successes being treated like the sale of a used car?

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About the author:

Lorena Crowley is a Sr. Social Media & PR Executive at Schubert focusing primarily on how new Web 2.0 trends can support traditional PR tactics. Lorena hails from Florida and is still a die-hard Gators fan. Her almost 3 pound Yorkie, Dunkin, keeps her very busy on nights and weekends.

Follow Lorena on Twitter: @BusyBee2B