The Surprising Commonality Between Press Releases and Note | Understanding Press Releases from Scratch

This time, I'm talking about "public relations" in a business-oriented note.
I previously worked in public relations at a startup for about two years (a company at what is known as the Series D funding phase).

I had worked on press releases before that, but when I heard stories from people who were actually on the media side receiving press releases, I felt the kind of "shock like being hit on the head" that I often use, so I would like to share that story this time.

1. What is a "press release"?

A press release is issued as a public announcement for news such as new product launches or new store openings. Press conferences that you often see on TV or the internet are also similar in structure, aren't they?
So, I want to think about this here: who are press conferences for?
That's right, they are for media personnel.

Of course, there is information that is directly beneficial to consumers and fans, such as new store openings or live performances by idols and V-tubers, but the original purpose of a press release is to have media personnel pick it up, and have it spread further.

To give an easy-to-understand example, you can have an advertisement placed in the ad section of a newspaper with a large circulation if you pay a certain price. This is "buying ad space."
However, in the case of a press release, if media personnel think, "This news has value!", they will feature it in the newspaper or request an interview.

In other words, the starting point is "how to make media personnel feel the value."

2. Press releases from a media perspective

Now, from here on, imagine that you are in the position of the recipient of a press release, that is, you are someone at a newspaper or TV station.
Well, your editor-in-chief has told you to go find some "good material" today, too.
A mountain of press releases from various companies is arriving via fax and email.

However, you feel discouraged there. Every release is just about how "our company's product is amazing" or only the good points of their own company. Even if you were to pick that up, there is no reason for you to help that company with their sales promotion.
Also, even if you picked it up as news, it would just be people from that company talking at length about the greatness of their own product, and it seems impossible to attract viewers.

Then, your eyes suddenly caught one press release.
"They overcame a disability and became the youngest professional ever in XX!? Yes, yes, this is the kind of thing that catches on."
Honestly, I wonder about this way of handling things. However, the media side is looking for stories like this that seem likely to catch on with the masses.

It might be easier to understand if you imagine news that is covered for a few minutes in the middle of a news program.
It's no wonder that you won't easily get results if you send out a press release that only has your own company's perspective there.

3. In a sense, press releases are similar to note!?

Here is a sudden quiz!
What is the abbreviation for "PR"!?

Press release?
Certainly, if I keep repeating "press release" this much, you'd be pulled in that direction, wouldn't you.

The correct answer was "Public Relations"! In other words, it means public relationships, so its original meaning is to get attention through social relevance and the like.

However, before we knew it, it started being used for sales promotion with the same meaning as "CM = Commercial." Certainly, since there are expressions like "self-PR," it is easy to think of it as something to "appeal," but the point was that PR and CM are originally different things.

And, regarding the question I raised at the beginning: do press releases lead to orders? The answer is, "Yes, depending on how you do it".

For example, on note, if you visit the note of someone who gave you a 'like,' and it's full of nothing but articles clearly intended for hard-selling or paid content, what would you think?
Or, what would you think if they only had a few articles from several years ago?

Exactly. In other words, it is precisely because you consistently publish releases that capture your company's social value and relevance to current events, and occasionally even go viral on social media, that people start to feel, 'I wonder what their products are actually like.'

By the way, the equivalent of a 'viral' hit on social media in the world of press releases would be getting featured on Yahoo! News or in a national newspaper, or being covered by a TV program or industry media.

Therefore, it is because you have clear goals and continue to publish well-thought-out press releases every month that you get recognized. Saying, 'I tried doing just a few for a new service, but there was no response at all,' is just common sense, isn't it?

It's the same as asking what you would think if you suddenly created a new note account and only posted a few articles about things you wanted to sell.
In that sense, you could say that note also builds a public or semi-public relationship.

By the way, as for what you should do, it involves being conscious of social relevance and current events, preparing images and videos, and continuing to create press releases that are well-received by the media.
Furthermore, if you continue to produce high-quality press releases, it leads to not only inquiries and media coverage but also recruitment benefits, which is a win-win.

If you are actually struggling with what to do, please feel free to consult with me; I won't try to sell you some mysterious package right away.

Contact the creator or email tigest0rex@yahoo.co.jp!