The tale of the press release

Once upon a time there was a hare who, boasting how he could run faster than anyone else, was forever teasing tortoise for his slowness. Then one day, the irate tortoise answered back: “Who do you think you are? There’s no denying you’re swift, but even you can be beaten!”

“Beaten in a race? By whom? Not you, surely! I bet there’s nobody in the world that can win against me, I’m so speedy. Now, why don’t you try?” replied the hare. The tortoise accepted the challenge.

This may be the beginning of a very old fable but it is still very relevant in the fast world that we live in. It is a world where there is an increasing pressure to show results quickly, especially when it comes to achieving media coverage. But is this really achievable?

You may find yourself in a situation where you have a news release to issue across the world but only have limited time and budget. What should you spend your time doing and what should you spend your money on?

Do you take the hare approach, who acts fasts and sees the results quickly, paying a commercial global newswire to issue the press release quickly and simultaneously to a large number of journalists across the globe but forgo an in-depth follow up with every journalist and hope the story sticks? This could be the right option for you if you need a quick win to show results fast but will they really be the results you want? Will the article have reached and resonated with your key audiences? Our general experience with issuing a story on newswires is that they are picked up in different countries but the articles aren’t normally in-depth and the issues may not have been understood by the journalist.

It is through the tortoise approach that the in-depth articles are seen. The tortoise acts slowly, he is focused on the finishing line but understands that it will take time and effort to get there. This is the route to take for those stories that need more than just a press release landing in an inbox but they are not necessarily the easiest to get. They take time and investment as you need to know which journalists to approach with the right collateral that they want so they can write a compelling story that their audience wants to read. And as part of the GLOBALHealthPR network Aurora has that local knowledge across the globe.

In a world where content is king at Aurora we find the majority of press releases need the tortoise approach… slow and steady wins the race. However, this may not be the easiest sell to those team members who like to see results fast. So the next time you have a press release to issue think about the hare and tortoise fable. Which one do you want to be…

Have you got any examples of poor coverage due to taking the hare approach? Do you think the tortoise approach is too slow? Let us know your thoughts…

If you would like advice on gaining the right coverage for your medicine or campaign, please get in touch.

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