Gini Dietrich

No One Cares About Your News Release

By: Gini Dietrich | May 7, 2012 | 

A few weeks ago, a Facebook fan asked on our page, “Is it OK to post our news releases on our blog?”

Dear Facebook fan, see image to the left.

Just a couple of days ago, I was perusing through my personal Facebook stream and a friend of mine posted pretty much the same question.

Dear Facebook friend, see image to the left.

Actually, what I commented is exactly what the image says (even the “the end”) and Jennifer Windram thought it was funny enough to create the image (thank you, Jen!).

In 2001, I joined an advertising agency to help build their PR department. The first few months were really exciting because the account managers were introducing us to their clients and we were providing a new service. Super fun and lots of immediate work to do.

And then.

The creative guys kept bringing their pretty new ads and asking me to “do some PR” around them.

Um. No.

Here’s the thing. There is a time and a place for news releases. But running them verbatim on your blog or linking to them through your social networks is not the place. Just like wanting journalists to write a story about your pretty new ad is a hopeless desire.

Social media, content, blogging…this whole digital place we live in is about engagement and intelligent conversation and community building.

It’s not about you. It’s about them.

It’s about your customers, your employees, your board, your prospects, your community, and even your competition.

By posting your news release on your blog or social networks, you’re making it about you. And there is only one person in this entire world who cares about you as much as you do: Your mom.

So, unless your mom is your only customer, it’s time to think about how to make your digital presence about those who do buy from you.

About Gini Dietrich

Gini Dietrich is the founder and CEO of Arment Dietrich, an integrated marketing communications firm. She is the author of Spin Sucks, co-author of Marketing in the Round, and co-host of Inside PR. She also is the lead blogger at Spin Sucks and is the founder of Spin Sucks Pro.


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