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Why Batching Up Press Releases is a Bad Idea for the Web

article published on MarketingViews February 20, 2003

by Zsolt Kerekes, editor STORAGEsearch

See also:- article:- When's the Best Day to Issue a Press Release?
article:- The harder-working eshot
article:- What's a Good Click Rate for a Banner Ad?
article:- Marketing Nomenclature, and the Naming of Names
Press Release FAQ's, High-Tech Marketing Agencies
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Zsolt Kerekes - Publisher
Zsolt Kerekes, is the editor of STORAGEsearch
When it comes to delivering physical goods, it's a good idea to batch up several items and send them in one package. It saves time and money. However when it comes to issuing press releases, this is almost always a bad idea from the point of view of how many will be published by a web publication, compared to how many news stories might have been published if they were spread out over a period of days or weeks.

Here are examples of what I mean, prompted by several examples today. But this happens all the time.
  • 2 or more press releases issued on the same day, by the same company about different products.
  • 2 or more press releases issued within a few days of each other, by the same company but sent in one email batch
For a print editor there is no penalty, because they're not going to do anything much until their print deadline approaches. But for a web editor, we make decisions every couple of minutes of every day what to run or not to run.

No matter how big your company is, it's very unlikely that I'll run more than one news story about it in a single day. But in another day or so, today's stories aren't going to be visible any more, so your credit is good for another run.

If I get 5 stories from you with the same release date (usually followed by weeks of silence) I am going to choose just one that's most relevant. If, instead, you paced out those same stories by a couple of days each, there's a chance - just a chance mind you, that I might run them all. So your hit rate of published releases drops considerably by batching.

Sometimes I get 2 press releases issued within a few days of each other, by the same company but sent in one email.

Nearly always, the first story has been delayed by a few days because the originator knew that the second item was in the pipeline and didn't want to upset editors by contacting them too much. However it does upset me, because sometimes I would have run the first story if I got it in time. Getting it a few days later reduces its score for news relevance. Whether I get another 10,000 emails because of this doesn't really matter. I can cope. What does matter is getting relevant info at the right time. And soonest is always best.

So as part of your PR planning technique make a point of breaking up your release dates if you can, and spreading multiple releases over a period of days. It will greatly increase the number of stories which get published about your company on the web. And that's the only medium which really matters.
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