Can a Blog Really Replace the Press Release?

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With the advent of technology in the workplace and tech savvy consumers, a debate has recently sparked regarding the usefulness of press releases versus a blog. Before we get into the pros and cons of each, let’s first define what exactly a press release and blog are.

• Press Release – a public relations announcement issued to the news media for the purpose of drawing attention to company developments, a product launch, or even a specific person.
• Blog – short for weblog, a journal (or newsletter) that is frequently updated and intended for the general public’s consumption. A blog generally represents the personality of the author or Web site.

Okay, so we now we know what they are, but what exactly are the uses of each and what can either do to help you. Let’s first take a look at the traditional press release.

The traditional press release is normally kept short and simple. It is also written with the journalist in mind, not the consumer, avoiding all industry lingo. A good press release tends to answer the basic who, what, when, where, why, and sometimes how. A press release is also referred to as the “hard news.” A traditional press release is often viewed as the most credible source of PR since it is not an advertisement and is often void of any “spin.” Press releases tend to follow very established distribution channels offering you a very wide distribution for optimal performance. Now let’s take a look at what a company blog can do.

A blog is often posted on a company Web site or company sponsored site and is often more directed for their direct consumers, not journalists. A company blog is normally written by someone within the company and takes a bit more personal approach to PR. A blog is not limited by word count or by newsworthiness, so a blog can be more in depth in explaining the nature of the business, product, etc. that is often left out of press releases. Blogs also allow for consumers and other industry professionals to immediately respond to a posting and express their own thoughts and opinions. A blog, more simply put, is a sounding board.

So, which one is best for your company? Both! The press release should always be the front runner in delivering concise and non-biased information to the media. A company blog can be used as a supplement to the press release. In fact, most company blogs still begin with the original press release as the initial posting with some minor in-depth explanations. Think of the blog and press release as tools, you use the appropriate tool for the appropriate job, or in this case audience. So, instead of debating which is best for you, use both to maximize your PR potential.