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17 Points That A Spokesperson/Public Relations Should Check Before And After The Press Release Is Distributed

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A press release is to convey publicly the company's new corporate activities to the media, clients, business partners, and other important entities for the company. Creating and distributing press releases and various preparations surrounding them are one of the basics of public relations activities.

Because press releases are an opportunity to release important information, we want to carry out all pre-preparation and post-delivery actions.

In this article, it will introduce the things to do  that a spokesperson should know/check before and after the press release is distributed, according to the three timings of "preparation," "creation" and "after distribution."

-Preparation-

(5 Points) That The Public Relations Wants To Check Before Creating A Press Release

First of all, let's check from the "preparation" that you want to hold before you start writing a press release.

Point 1. Decide what to release

There are many opportunities for press releases such as new product launches, event holdings, and business alliances. When delivering a press release, you will want to inform us in various ways, but it is important to decide the purpose of " what is the purpose of delivering the press release  this time? "

When deciding to distribute a press release, the department in charge may ask the public relations department, or the spokesperson may take the initiative to work internally. In either case, it is important to work with the department in charge to hear the content thoroughly.

Make sure you have a clear idea of ​​why you are delivering your press release.

Point 2. Establish a system of cooperation among related parties

In order to deliver one press release, it is essential to collaborate with related parties within the company such as the department in charge of the relevant matter and the management department. Depending on the content of the press release, cooperation may occur not only within the company but also outside the company such as business partners and group companies.

As a spokesperson, you have to improve the cooperation system, such as confirming the person in charge of each department and establishing a contact system, pre-confirming the manuscript and sharing the schedule until distribution.

It is not enough if only you know the cooperation system and schedule. Make sure that you can share it with the people involved.

Point 3. Decide the destination media

Once you have decided to distribute the press release, select the media genre and category of the destination and create a media list of the destination . Select media with high affinity according to the content of the press release.

Point 4. Decide the date and time when information is lifted

After deciding the destination media, decide the delivery date and time (= information ban date and time) of the press release . There is an appropriate timing for the information ban date and time based on the content of the press release and the genre of the media you want to approach.

Some media, such as TV news frames and web media, are highly immediate, while others, such as magazines, require lead time to be published. The optimal timing depends on which media you want to approach.

It is advisable to set it in consideration of the lead time from the date of the press release content such as the release date of the new product and the start date of the event to the disclosure of information in the media.

When the information ban date is decided, please share it not only with the people concerned but also within the company so that the information will not be inadvertently leaked before the ban date.

Point 5. Prepare the material for the press release

Press releases consist of not only sentences but also visual materials such as images and videos, and URLs of official websites and special websites. Prepare the necessary materials before creating the release.

In particular, image materials are becoming an essential item that visually conveys the content of press releases. As a material for press releases, sometimes a spokesperson takes the lead in shooting and editing.

When you need to shoot, it takes time to prepare the image. Prepare the materials in advance so that you do not panic before the press release is delivered.

-Creation-

(6 Points) That The Public Relations Wants To Check While Creating A Press Release

When we are ready, we will finally create a press release. Next, will  introduce some points that you should check especially during the preparation and distribution of the press release.

Point 1. Proofreading (typographical errors, grammar, etc.)

Press releases are required to be accurate like official documents of companies and organizations. We want to avoid typographical errors and grammatical mistakes so as not to damage the trust of our readers and society.

Aim for an easy-to-read press release with zero typographical errors while asking for a third-party to check or using a proofreading tool.

Point 2. Internal and external party to check

In addition to checking for typographical errors and grammar, it is also important to check facts such as "whether the content is correct" .

Within the company, it may be necessary to confirm the content of the press release with the department in charge, and sometimes with the department in charge of legal affairs. 

Point 3. Appropriate image selection

Also check whether the images used in the press release are "sufficient in size and number of press materials", "whether they are in line with the content", and "whether they are appropriate for promoting understanding".

The presence or absence of images that can be used in the article may be relevant as the criteria for posting the article. The appropriate size for news material depends on the media, but images on Web media will be easier to use if they have a long side of at least 600 pixels, preferably 1000 pixels or more.

Point 4. URL of the link destination

If there is a related URL such as an official website or a special website, it is recommended to include it in the press release. The URL allows readers to access the site smoothly when they want additional information.

It is also important to confirm that the transition destination of the URL described is correct. Please actually click to check if the correct URL is set so that the reader who is interested will not be directed to the wrong page or become inaccessible.

Point 5. Specify contact information

In some cases, the media that read the press release may contact you for an interview or additional information. In addition to the media, consumers and future business partners may have inquiries. In case of such a situation, the release should include your company's contact information.

If the inquiries from the media and the consumers are different, clarify the contact point by clearly stating "inquiries from the media" and "inquiries about products" separately. 

Make sure that the contact information is correct so that you do not lose opportunities such as "I want to make an inquiry, but I couldn’t reach the number" or "I got an error when I contacted the written email address".

Point 6. Preparing for SNS posting

If you are using your company's official account or public relations account, please also create a press release that is ready to post on SNS. It is convenient to prepare a draft post or make a reservation setting for the post using a tool.

-After Distribution-

(6 Points) That The Public Relations Wants To Check After The Press Release Is Distributed

Finally, let's check after the delivery.

Point 1. Delivery completed

After delivering the press release, check if the delivery is completed successfully.

When using the press release distribution service, you can check whether it is open to the public on the management screen or service site. If you delivered by email, check that the email has been sent successfully.

Point 2. Contact media with high affinity

After the press release is distributed, you may contact the media with high affinity for guidance. By making an appointment directly, you can convey deeper information and it will be easier to prevent the media from overlooking the information.

When contacting, it is important to understand the media of the other party and provide information according to the other party. 

Point 3. SNS post

SNS plays an important role as a starting point for information on the Internet. Press releases are also posted on SNS and are often shared.

If you have your own official social media account or a personal spokesperson account, you can share your press release there. When posting with an official account, let's post according to the predetermined tone and manners.

Point 4. Internal sharing of press release content

When it comes to disseminating press releases, we tend to focus on disseminating information to the outside world, such as the media and customers, but in- house public relations activities are also an important role of a spokesperson. It is convenient to create a space to disseminate the contents of the press release with an in-house communication tool.

Even if you work at the same company, it is surprisingly difficult to keep up with the trends of other departments without knowing it. By knowing the trends of other departments based on the information in the press release, it may be possible to strengthen the cooperation system within the company or create unexpected connections.

Point 5. Contact outside parties

If there are outside parties such as partners, collaborators, group companies, and partners who cooperated in the distribution of the press release, let them know that the distribution has been completed.

Who to contact depends on the content of the press release and your company's structure. It is also recommended to prepare a contact list in advance so that we can contact you without exception.

Point 6. Posting confirmation / effect measurement

After delivering the press release, it is important to analyze and evaluate the results after delivery and look back.

Therefore, we perform " clipping " to check the results such as which media was introduced and how many were published . In addition, you may be able to check the effect measurement data of the press release itself from the management screen of the press release distribution service.

By measuring the effect as a result of the press release, it will also be an information that will lead to future public relations strategies and the next move.

Conclusion

Not all items mentioned above apply to all public relations activities and each company may have its own circumstances and specific rules. When proceeding with press release work, it is convenient to create original checkpoints and manuals tailored to your company based on this article.

It would be nice if we could update the manual better according to the situation of our company and society while steadily preparing for and after the press release.

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