Death to the press release?

PR can be a powerful tool to help communicate the right message, to the right audience, thereby generating the right results.

But in a continued effort to convey what PR is and what it is not, it needs mentioning that PR and press releases are not one in the same, contrary to what many think.

Press releases are of course a component of PR and can be a valuable tool when done correctly. However, they are also the one thing that PR clients spend a great deal of time (and their agency budget) on – when in fact, many journalists will tell you that press releases are the bain of their existence.

Before spending countless hours, thousands of dollars, and your high hopes on a press release that will likely end up in journalists' junk mail folders, push pause and set some realistic expectations for your press release...

Providing additional background about your news to all who read it is a realistic expectation. But seeing your release on the front page of The Wall Street Journal, probably not so much.

So, before you plan a press release as your "PR strategy," consult with a public relations professional.