The "Bad" – thinking that B2B press releases get read, or in the remote chance they do, that it’s by a
customer
As a B2B marketer whose worked in numerous technology companies I’ve worked with people who think that a marketing launch consists of a press release and a brochure. I’ll bet most of you have had the same experience. As if that isn’t funny enough, these same people think that customers actually read press releases. Maybe a few financial analysts who track the stock scan the releases for relevant info (usually finding nothing of any real consequence) but customers, come on, who are we kidding? How many times do you read the releases of your suppliers? Hardly ever I bet, and sadder still, when you do read them you find loads of vague claims, industry jargon, and silly superlatives.
Kuddos to my buddy David DeRosa, a true PR professional, who sent me this article by Scott Baradell in MarketingProfs … 8 Telltale Signs Your Press Release is Bullshit. A must read for any B2B marketer. Don’t get me wrong, I’m not slamming PR. It is an essential tool for marketers. Rather, I’m pointing out the folly of focusing so heavily on releases. I’d rather get one good bylined article placed than crank out a dozen press releases that few, if any, customers read. This seems like pretty simple logic to me so I’m continuously amazed by the fact that senior execs spend incredible amounts of time word smithing releases over and over (and over) again.
Todd,
I agree that we should never rely on any single tool, whether it’s a press release or direct mailing. I rarely send out press releases for my clients or for my business, but when I do, they are directed at media that reaches my customers. And they are more story pitch than announcement. I am looking for the front page, not the back page.
Todd — I find your comment extremely mis-informed as press releases are never aimed at the customer — they are an information tool used to notify and educate media and are always designed to be relevant and timely. As a long time PR professional, I use this tool daily and have never sent out a release that wasn’t picked up — technology sector or otherwise. As for the wordsmithing, perhaps those of you on the client side (where all of that smithing happens) should ask yourself why you are so hung up on semantics?
Kerry, thanks for your comment. I actually think that we are in violent agreement. If you reread my post you’ll see that I’m pointing out the folly of many product management/engineering types who mistakenly think that a PR is a way to announce a product to customers. I agree with you that it most certainly is not an effective way to directly reach customers and that there are lots of better tools for that. And, on your second point I agree again. Way too much time is spent on wordsmithing when the first polished draft is usually 95% correct.
Press releases are not worthless but it is not THE solution also. Marketing anything should be a mixture of several techniques to ensure to touch everyone.
Armand Rousso
http://business.armandrousso.biz/
I can see that there is too much nonsense with many press releases. That is why people are using the new social media press release.
I agree most press releases are a waste of time and I’ll tell you why. Marketing is a numbers game and anyone claiming different is to put it bluntly, whacked. In short, the more press releases a company puts out,
the more likely publicity will be generated. Naturally, quality is a factor too – and I’m not saying one needs to write and submit press releases just to put the numbers in their favor. We have submitted a number of PR’s for our network of industrial supply directories and a small percentage, very small, actually gets picked up by the media sources and yes, results in some sales
leads and sometimes, new customers.