Not everyone understands the press release process. This became clear to me recently thanks to a client — a Stonewood Dental assistant — who made me see the light. Stonewood Dental had a news announcement, and hired my agency to “do”the press release. In general, I would imagine most PR professionals “handle” press releases in this manner: 1. An online questionnaire, the News Input Form (NIF), is filled out by the client with the information about the news announcement https://www.stage.ardentcreative.com/ehandersonpr2016/press-releases 2. We write the press release based on the answers on the NIF. At this phase we try to adhere to AP Style, but content is our primary concern 3. Send draft 1 to the client for content review/editing; client edits release and sends back to us 4. Revise the release incorporating client edits; send draft 2 back to the client for more review and editing 5. Another round of edits, or two or three rounds of edits until the press release content is approved 6. Once approved, the press release is reviewed by us for AP Style, punctuation, flow proofing/editing 7. Press release ready for distribution I was at step 7 in the process when I was received the email below from the Stonewood Dental assistant. I read it as soon as it landed in my in-box because I thought it could be information specifically related to the press release, which I was in the middle of sending to reporters: At the risk of sounding totally IGNORANT….this press release going out today….how does that work? Does that mean it’s going out in the paper, in the news…I’m just not sure what “Press Release” means. I’m sorry to bother you. I quickly responded, which means I had to switch gears mentally from pitching to teaching: Not ignorant at all…..”a press release going out” means the reporters will be notified of your news announcement. The goal is to get a reporter interested so they will do a story on the news. The press release is the document with the information about the news. A press release is another phrase for news announcement….a document meant for the press (reporters). In a nutshell, we are releasing news to the press. Hope that helps. If not, please ask me questions because I assume everyone knows this, and I do not realize most people probably do not. I am really glad you asked. In fact, you gave me a great idea…. I think I will write a blog on my website about this subject. In her final email to me, she replied: Thanks for your understanding and patience with me…I totally understand!!! Thanks again! In writing this blog post, I realize I did not answer her question completely. “Press release” could also mean posting on the client’s website, social networking the news linking back to the website where the release is posted, posting on Businesswire, PR Newswire or the free press release posting sites. The meaning of “press release going out today” or “handling a press release” may be clear to us in the public relations profession, but for me, I need to take a step back and ensure my client and his/her team understand too. Time to inform Dr. Childress of Stonewood Dental to post the press release on his website.
