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.

1. What type of information should I include in my release?

Stick to the basics and avoid hype. You’ll be right on track if you can include the traditional “who, what, where, when, why, how”.

2. How much Contact information should I include?

Include as much Contact information as you possibly can. Generally you should try to include an address, phone number, fax number, email address, and Web site address. It only increases your chances of getting some type of coverage when you make it easier to be contacted. If the press release involves two or more parties, you must include Contact information for all parties mentioned.

3. How long should my release be?

We highly recommend that your release be kept to 1 page and no more than 500 words. Remember that short and to the point is best.

4. What kind of results can I expect?

Results vary so greatly that there is no way to give any standard figures. Some people find their phones ringing off the hook while others may not receive a single call. Remember, there are many variables that affect whether or not the media decides to pick up your story.

5. When will people start contacting me?

Some media outlets may contact you within just a few minutes after your release is received and others may take weeks or even months before they respond. Keep in mind that there are many types of publications and they may range from daily, weekly, monthly or quarterly.

6. Should I send multiple releases for a single event?

If you have different releases with different headlines and content then this might be something you might want to consider. However, we do not recommend sending the same release over and over.

7. Can PRW write a press release for me or edit a release I have completed?

Yes we can. We have a number of professional staff writers that do this. You will need to provide us with some basic background and Contact information.  More info here.

8. What font face should I use?

We recommend using Arial 10 pt. or Courier 10pt.

9. Can PRW distribute my release?

Yes we can. You can find more info here or call us at 800.990.5545.

10. What is the origin of “-30-” at the end of some press releases?

The “-30-” is the traditional journalistic closing which probably came to be during the Civil War when telegraphers tapped “XXX” at the end of a transmission, which is the Roman numeral for 30.