Why a Press Release is not an Advertisement

By Amanda Anderson

Many publicists and marketing professionals frequently make the mistake of turning a press release into an advertisement. They make unsubstantiated claims about their product or service – calling it “great” or “the best.”

They also add subjective words in their press release that dilutes the credibility of the message. Journalists and reporters can easily read through any promotional push. If it sounds like a commercial, they will quit reading and pass on your story.

Press Releases Should have a News Angle

It’s not enough to tell reporters in a press release that you are bringing people together for an event. An effective press release will explain the news value and communicate the importance of the event. That is what leads to journalists attending a news conference.

At MACIAS PR, our editorial approach puts news value above everything. We identify a news angle around the event. We don’t just tell reporters that people are coming together. Instead, we think of editorial angles that will support a news story.

Likewise, we put editorial first when putting together a press release. Yes, our clients ultimately sign off on every release – and there are many times when they will want to add their own messaging to the news announcement.

The end result is a pitch that directs reporters to the press release. By coming up with an interesting and relevant angle and avoiding exaggerated claims, MACIAS PR consistently brings attention to press releases, and requests for editorials and interviews.

Macias PR was named the 2017 Strategic PR Firm of the Year and 2016 and 2015 top PR Firm of the Year – USA by Finance Monthly. The founder – Mark Macias – is a former Executive Producer with NBC and Senior Producer with CBS in New York. He is also a PR contributor with CNBC, providing media analysis, insight and crisis advice on timely business topics.