Should this be a press release or a blog post?
This is a question that executives and communications teams alike ask on a regular if not daily basis. And it can be a highly debated topic depending on a variety of factors.
Historically, press releases were critical to getting any company news out to the public. You issued a standard press release for earnings, mergers & acquisitions, product announcements, customer wins, etc. It went across "the wire" into the hands of key reporters.
But then the blog post was created.
Google was the first major company to truly embrace the blog post. The company deliberately chose to forego press releases (with the exception of where it is required like earnings and mergers & acquisitions) and put all of their effort into blogging. And it has been an extremely successful and cost-effective decision.
There are pros and cons to both methods, and in fact, there are a variety of other newer formats -- like LinkedIn and Medium -- to consider as well. Many companies choose to use a mixture of these platforms and that's probably the right approach. Not all company news requires a press release but some news needs more reach than what your blog may be getting at this point.
Whatever approach your team chooses to take, the key is to be consistent.
Welcome to ROAMings, a compilation of thoughts and musings about the PR and media industries. This is an opportunity to discuss the “here and now” of the industry, interesting events or case studies, pivotal moments that affect how we approach PR, etc. It isn’t about brand loyalties or preferences -- and we will not be publishing self-promotional materials or talk about our clients in this setting -- but how those brands, individuals and events are leveraging (or in some cases abandoning) PR.