The art of getting earned media coverage for a product, service, or business is not as easy as it sounds.
Though the degree of difficulty varies from brand to brand, the secret to securing editorial is not a press release. A news release is neither essential nor needed (though it can be helpful sometimes).
A press release is useful in aligning a client team on key messages, spokesperson quotes, and the language the PR pro should use when talking about the announcement with media. However, unless your company is publicly traded and the announcement is material, the release is not required.
More critical elements for a successful earned media campaign exist. Those include the right spokesperson, useful media assets including visuals, and, most importantly, an interesting narrative or story…
