I was trading emails with a Promotion Director. Her station had just pulled off a killer bit. She asked for some help with writing a press release because she’d never written one before. And that’s pretty common. We kind of got sidetracked on this along the way. It used to be part of the gig. Now it’s a niche skill at most stations.
First off, we need to remind ourselves why we do most everything we do; to get press. (And to meet girls) And that’s kind of the whole object of “promotions” anyway; to get people talking about us. So you can’t just automatically assume that Bob over at TV 20 is going to be listening and hear that you’re marrying puppies on the air tomorrow. Thus, The Press Release.
Like Latin, the art of writing press releases is a dying language. But even more then that, you can’t just assume that sending Bob (over at TV 20) a press release is going to assure they’re covering the puppy wedding. This is an art: writing, following up, and finding other ways of making sure that you get the coverage you so badly need and clamor for. You know how many bogus press releases you get every day? Multiply that by ten and you might have an idea what someone at a newspaper or TV station has to wade through each and every day.