Working Backwards: Three Reasons Why We Always Start with a Press Release

WorkingBackwards: Three Reasons Why We Always Start with a Press Release3 By Tamara Edwards Press assets like press releases and media advisories are traditionally designed to be distributed to the press. In general, it gives the press an overview of the important news and announcements — or major updates about a business, brand, or persons activities. A press release should be well written, direct, informative, and have a clear call to action — and the more press you earn, the easier it will be to earn the trust of potential clients, customers, partners, and expanded business opportunities. At TE&Co. we also view press assets as important business tools that help align our clients’ external communications and often, their business plans. We ask, “If you could promote five or six stories about your business or brand over the next six months, what would they be?” The answers to this question become a general outline of the most important, newsworthy angles and stories that we want to tell about a business or brand. They can also range from aspirational in nature to “no brainers” of what is available, in front of us, and is worth being promoted. Either way, this outline is the first step in the “work backwards” model that we ascribe to; a tactic that is most notably followed by business executives at Amazon anytime they introduce new ideas and innovation within the company. Here are three reasons we always start with a press release: 1. IT ALLOWS US TO THINK BIG Imagine your perfect series of headlines. What do you want people to know or say about your business or brand? These stories need to align with the realities and happenings of your business. Let’s take the example of announcing the expansion of a service, product, or team. It’s important to spend time on the front end mapping out all of the details — how the decision was made, who it will serve, what the timeline is, and why it matters. Will there be a ribbon cutting, “big check,” or celebratory event that can visually tell the story? This exercise may also point to additional and creative ways to message the announcement beyond the press and nod to a more comprehensive external communications strategy via social media, important gatherings, website updates, and more. 2. IT HELPS US DOUBLE DOWN ON AUDIENCE When it comes to building press assets, it’s just as important to clarify who we are communicating to —in addition to what we are communicating about. Who will be affected (both positively and negatively) by this information and what

characteristics and qualities need to be considered. Examples of “audience” are: employees, current and potential donors or investors, stakeholders, current and potential clients, customers, industry competitors, etc. Further, what do we want them to do with this information? Buy? Sell? Gain a deeper affinity? In our view, great external communications strategies begin with internal communications and work their way outwards. This consideration will also allow for further reflection before hitting “send.” 3. IT HELPS US WEED OUT THE NOISE

While there is no standard word count for press releases, there is a standard format for press releases and media advisories format that includes: • Heading and Subheading • Photo • The What/Where/When • Why it Matters • Quote • Additional Information • Call to Action • Boilerplate/Company

Description • Recent News/Archive This concentration of information inherently weeds out the noise and effectively communicates the news in a way that both the press and your audiences will easily understand. ❚