Tuesday, March 15, 2011

Instead of a news release: 21 options

I've got nothing against a news release--when you have news. But the form more often is used as a compact way to put out basic information, and because your colleagues don't know what else to ask for. (This leads to utterly ridiculous releases like this one, about which comments could not be made due to national security reasons.) A better plan? Make a list of all the options you're willing and able to use to make known the things that don't quite cut it as a news release, and start dispensing those instead. I've given you this as a starter list. What else would you add?
  1. A blog post.
  2. A video message, tutorial, or profile, shared on YouTube, Facebook and your website.
  3. An event photostream, published on Flickr or Facebook.
  4. A question--or answers--posted on Quora, Facebook, or LinkedIn to share expertise or start a discussion.
  5. Audio interviews, posted as podcasts.
  6. A backgrounder of raw materials for reporters and others to use, collecting photos, audio, video, databases and reports on an in-depth topic. 
  7. Live-tweeting of a conference or meeting and promotion of a hashtag before it starts.
  8. Posting meeting audio as a podcast on iTunes.
  9. A short Kindle Single ebook, made available on Amazon, for a published report, speech or summary. 
  10. Posts on Facebook and Twitter to direct readers to a report, database or FAQ.
  11. A letter to the editor.
  12. An op-ed.
  13. A comment on a post that concerns the client.
  14. A photo with a long caption.
  15. A phone call or email to a relevant reporter, tipping her off to the new report or resource with an offer to share it.
  16. A speech to an interested audience, internal or external.
  17. A mention in someone else's speech or presentation.
  18. A slide deck with which to present the news to interested groups, and share on SlideShare or Prezi.
  19. An in-person briefing with small groups affected by the news, or those whose support you seek.
  20. A letter or memo to the affected audience of members, alumni, customers, suppliers, supporters.
  21. A letter to specific people for whom the news will be especially useful if shared directly. For an award winner, a letter to his president or CEO; for a cause with a major fundraising need, a letter to a key legislator or top donor.
Have trouble putting these ideas over? Stay tuned for my next post on how to create a not-so-many-news-releases culture in your organization. Need an in-house training session on alternative ways to boost your media relations without annoying all the reporters? Email me at info[at]dontgetcaught[dot]biz.

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Unknown said...

Thanks, Denise. This is a jewel!

Unknown said...

Thanks, Denise. This is a jewel.