In the fast-paced world of public relations, information is everywhere waiting to be discovered, developed and distributed. With today's advances in technology leading to an ever-growing array of news and media outlets to target, deciding the most effective PR tool to use can be more difficult than ever. The question becomes--when do you pick a press release and when do you send a pitch instead?
Once upon a time, press releases were the choice way of getting the word out about a company, product, service or event. These formal news notes carried a header and a hoard of information, including the five "W's" and one "H." They followed a format--important facts first, supporting statements second, and quotes and bylines below. Moreover, press releases were provided to the masses, casting a wide net over anyone that could potentially be interested.
Yet somewhere between the institution of the information superhighway and the instant gratification framework associated with social media sites, the news norm shifted to include shorter bits of stories, or pitches. When you have only a few lines to make an impression, a press release is far too long-winded and you run the risk of losing your audience. Pitches are quick concentrations of relevant details that pose as an outline for an article, suggestions for a segment or wording for a would-be write-up. They are personalized for particular people you feel are likely to love your ideas and are intended to get you past the inbox and onto the minds of media personnel.
Today's pitches are to press releases what blogs are to newspapers; pitches provide casual context, whereas press releases provide formal facts. Over time, pitches have become popular because they demand less from both PR pros and their potential audiences, requiring little more effort than attempting to inspire an editor or journalist to embrace an idea.
While pitches are predominant in today's public relations practices, press releases still possess a time and a place, too. The best way to decide which route to rely on is by gauging the importance of the information and the size of the audience affected. For instance, breaking news, major changes, the launch of a new product or location and crisis communications all call for a formal, full-bodied press release. Smaller scale stories or suggestions for soft news are suitable prose for pitches.
Next time you need to get news out, remember this rule of thumb: pitches include short catchy teases, and press releases are for more fact-based reporting. Both have their place in the strategic PR arena, so knowing which to write is essential in gaining the attention and exposure you desire.