Press, News, Media - Release

A friend of mine recently took a new sales management position at a
software company. He's been there several months and there are good
feeling on both sides.

His boss asked him to put together a press release. He says it's kind
of fallen off the to do list what with all the other duties. Our
conversation took a turn and we did not explore this further.

Sometimes I think projects get stuck for want of a little
information. I know I have questions and while he might already have
the answers I wonder if it's not the writing of the press relase
that's the hold up. It might be other missing information.

(Not that I don't believe he's already got a LOT to do.)

Is it just those few scant words that go into the People on the Move
section? Maybe there's a head shot.

Such-and-such, Inc., of Here-and-There, has added So-and-so, as Sales
Manager for the Wisconsin and Minnesota territories.

If that's all it is, then the next step is who to tell.
Who needs to see the 'press release"?
Who is the audience? Customers? Competition? Corporate peers?

Is it readers of the Green Bay Press Gazette?
Business Journal?
Corporate Report Wisconsin?
Small Business Times?
Corporate house newsletter?
Corporate e-newsletter?
Corporate web and/or blog?
Some or all of the above?

Here, the press release might turn into releases - plural. The
business publications might run the shortest version. The house might
want something with a bit more story. So, look into the company
history a bit. See what's been done before.

It's tough to start the writing when you don't know what your readers
are reading. If all you need is the short story then the work is
almost done.

Ah, but the research continues. Who are the editors? What's their
format? Schedule? Contact information?

So, you think a writer is a writer because that's what the writer
told you. "I'm a writer." A writer is a researcher, an interviewer,
an analyst, and then a reporter of the information. But, before there are
any answers, there are questions.

Aren't there?

When you need this kind of help Your Message Doctor is here for you.

End note: Some are saying that the term press release is changing to
media release. This is the latest news.