5 ways to kill good press event

Mila Kretova, Deputy managing Director at the PR, press-secretary of the SEZ "Technopolis "Moscow".

Even very interesting press event can be ruined, assuming only one of the following errors.

Writing a bad release

It would seem that the error is elementary. But, as practice shows, it is not obvious what is a "bad" release. This is self-explanatory.

First of all, "bad" means not structured and long. Ideally, the press release should contain four or five paragraphs, including a description of the information occasion, its uniqueness for the market, figures and quotes from company representatives. No one needs "water". Only the fact.

Secondly, the release must be written correctly. From both: grammatical and stylistic point of view. Tautology, heavy clerical, endless sentences-all this makes the text unreadable. The editor simply does not want to waste his time, he has a stream of press releases, and the resource of time and attention is limited.

Tell about what is interesting for the company, not the audience

To finalise the release you need a reference of the company, but do not list all of its achievements since the creation of the world. What you are proud of is probably not interesting to the audience.

This, incidentally, the typical mistake of press services. Companies often want to talk about their successes, not taking into account the fact that they can have a very indirect relationship to the press event.

When preparing a text, make yourself as an audience and critically evaluate what it is really useful to read and what is a waste of time.

Missing the deadline

"The good news should wait" is a bad strategy. While the news passes the stages of coordination, small "fleas" are caught, leaders at different levels approve the text, the informational field is changing.

While you are postponing the release of your new product, a Chinese competitor has already told the market about the creation of something similar, and for the media your miracle of technology is already secondary, and therefore uninteresting.

This also applies to events. If something significant happened today, releasing the news in a couple of days saying "political celebrity visited us recently" is irrelevant. The news, as well as sturgeon, can only be fresh.

Release in advance

Hurrying up is also bad. Especially it is not good to hurry on the company's website and social networks. After all, if the information is published there, it is no longer considered exclusive content.

Make a general newsletter

Anyone likes to be called by name. It's a sign of respect, at least. General newsletter, starting with the phrase "Good afternoon! We would like to offer you our news", immediately adjusts against the sender.

First, this beginning immediately makes it clear that the information in the letter is intended for a large number of recipients, and, therefore, it is not unique.

Secondly, the lack of a name in circulation shows that the company did not even bother to find out with whom it communicates. This is read as a manifestation of disrespect, and fulfill the request to "see our news" does not stimulate.

Only one error from the list can prevent the company from entering the information field. There are no trifles in PR.