Sending Multiple Press Releases
In the past, I’ve often talked about using the leaky faucet approach to PR. This tactic demands that you drop a series of newsworthy press releases consistently over time so that the media will eventually pick up one of your stories. The leaky faucet approach requires consistency and a high volume of quality press releases.
Unfortunately, it can be easy to take this tactic too far. There’s a thin line between steadily sending out press releases and sending out way too many press releases. If you distribute too many press releases, you could do serious damage to your brand while burning bridges with important media contacts.
How Many Press Releases is Too Many?
This raises the question, how many press releases is too many?
In many ways, that’s the wrong question. There are many companies that send out multiple press releases per week, sometimes per day, and it’s not considered as being too many.
Why, because their press releases are newsworthy, well-written, each adding value to the media and their readership.
So the key to not being seen as a press release spammer, is not how many is too many, but to have every press release you send out be a quality one.
Why do companies send out multiple press releases?
Smart companies send out multiple press releases over time to:
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Build brand awareness.
By regularly sending out quality, newsworthy press releases, companies consistently put their brand in front of members of the media and their audiences.
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Increase chances of getting media coverage.
The leaky faucet approach says that sending press releases consistently gives you a better chance of getting media coverage. After all, you can’t hit a homerun if you never step up to the plate.
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Improve search engine rankings.
SEO and press releases go hand in hand. When done properly, press releases can help build links and increase your search engine presence.
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Maintain sustained attention
Multiple press releases help maintain media and public interest over an extended period. This sustained approach prevents the company from fading from view after a single announcement. It allows for a more enduring presence in the public consciousness, which can be particularly valuable for long-term brand building or complex initiatives.
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Reinforce key messages
Repeated communication through multiple releases helps ensure key messages are understood and remembered. This repetition is based on the marketing principle that audiences often need multiple exposures to information before it’s fully absorbed. By consistently reinforcing core messages, companies increase the likelihood of their key points resonating with and being retained by their target audience.
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Develop a narrative
A series of press releases allows the company to unfold a story gradually, potentially increasing engagement. This storytelling approach can create a sense of anticipation and keep audiences invested in the company’s journey. It also provides an opportunity to add depth and nuance to the company’s narrative over time, rather than trying to convey everything in a single release.
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Diversify media coverage
Different releases in a series may appeal to various media outlets, broadening overall coverage. This strategy recognizes that different aspects of a company’s story may resonate with different publications or journalists. By offering a range of angles or topics, the company increases its chances of securing coverage across a wider spectrum of media outlets.
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Engage stakeholders consistently
Frequent updates through multiple press releases keep stakeholders consistently informed and engaged. This regular communication helps build trust and demonstrates transparency, which is particularly important for investors, partners, and customers. It also provides multiple opportunities for stakeholders to interact with or respond to the company’s news.
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Control information flow
A series of press releases allows the company to manage the pace and depth of information released. This control can be crucial in complex situations or when rolling out major changes. It enables the company to break down complex information into digestible pieces, ensuring each part receives proper attention.
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Adapt messaging strategy
By using a series of releases, the company can adjust its messaging based on the reception of earlier releases in the series. This flexibility allows for real-time refinement of communication strategies. It also provides opportunities to address any misunderstandings or unexpected reactions that may arise from previous releases.
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Increase audience reach
Multiple releases increase the chances of reaching target audiences who might miss a single release. Not everyone will see every piece of news, so repetition helps ensure important messages reach a wider audience. This approach also allows for targeting different audience segments with tailored messages in different releases.
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Demonstrate ongoing momentum
A series of press releases can create a perception of consistent progress and activity within the company. This perception of momentum can be particularly valuable for maintaining investor confidence or competitive positioning. It also helps portray the company as dynamic and constantly evolving, which can be attractive to customers, partners, and potential employees.
Why sending too many press releases can be a bad idea
How can you tell if you’re sending out too many press releases? Here are just a few of the potential signals.
- You’re sacrificing quality for quantity.
The secret to successful PR distribution is to have quality, newsworthy press releases. The leaky faucet approach doesn’t work unless this piece is in place. The problem with having a very high quantity of press releases to send out is that quality inevitably suffers. You end up with less interesting angles and a shoddier final product. - You’re annoying recipients on a constant basis.
Put yourself in the shoes of the reporter. If you received a new press release almost every day from the same company, wouldn’t you start to get annoyed? Media relationships can be very fragile, and you can’t always take such an over-the-top, aggressive approach. - You’re moving towards the boy who cried wolf syndrome.
If you’re constantly saying that you have a new, hot story that needs to be covered, the media is going to eventually start ignoring you. They know you’re just throwing a bunch of sh** against the wall to see what sticks. It’s the boy who cried wolf syndrome.
These indicators oftentimes show up in results, like:
- Declining media coverage
Journalists start ignoring your releases or providing less prominent coverage. This could manifest as fewer pickups of your stories or relegation to less visible sections of publications. If you notice a trend of decreasing media attention despite maintaining the quality of your news, it might indicate oversaturation. - Increased unsubscribe rates
If you’re distributing via email, you notice a spike in unsubscribes after releases. This suggests that recipients are feeling overwhelmed by the frequency of your communications. A rising unsubscribe rate can signal that you’re testing the patience of your audience and potentially damaging relationships with stakeholders. - Negative feedback
You receive complaints from stakeholders about information overload. This could come from journalists, investors, partners, or even employees who feel bombarded by constant updates. Such feedback is a clear indication that your communication strategy may need adjustment. - Diminishing news value
You’re struggling to find genuinely newsworthy content for each release. This might lead to “manufacturing” news or inflating minor developments. If you find yourself stretching to make something sound important, it’s a sign you may be issuing releases too frequently. - Repetitive content
You find yourself repeating information from recent releases. This redundancy can frustrate your audience and dilute the impact of your messages. If you’re constantly repackaging the same information, it might be time to reduce the frequency of your releases. - Reduced engagement
Metrics show decreasing click-through rates or time spent reading your releases. This decline in engagement suggests that your audience is becoming desensitized to your communications. If people are spending less time with your content, it could indicate that they’re skimming or ignoring your releases altogether. - Internal resource strain
Your team is spending disproportionate time crafting releases instead of on other important tasks. This can lead to neglect of other crucial communications or business activities. If press release production is monopolizing your resources, it may be time to reevaluate your strategy. - Overlapping news cycles
New releases are overshadowing or conflicting with the impact of recent ones. This can create confusion and dilute the effectiveness of your communications. If you’re not giving each piece of news room to breathe and make an impact, you may be issuing releases too frequently. - Difficulty maintaining quality
The standard of writing or depth of content in your releases is slipping. This could be due to time pressures or simply running out of substantial things to say. Consistently high-quality releases are more valuable than frequent, mediocre ones. - Increased errors or corrections
Rushing to produce frequent releases leads to more mistakes or retractions. This can damage your credibility and relationship with the media and other stakeholders. If you’re seeing an uptick in errors or needed corrections, it may indicate you’re pushing out releases too quickly. - Audience fatigue
Social media engagement or shares of your releases are consistently declining. This suggests that your audience is becoming tired of your frequent updates. If your content is no longer generating buzz or discussion, it might be time to scale back and focus on quality over quantity. - Loss of exclusivity
Media outlets are less interested in your news because it’s no longer seen as exclusive or special. Journalists may start to view your company as one that’s always seeking attention rather than one with genuinely newsworthy updates. This loss of perceived value can significantly impact your media relationships and coverage. - Dilution of important messages
Truly significant announcements are getting lost among less critical updates. This can prevent your key messages from getting the attention they deserve. If you find that major news isn’t making the impact it should, your release schedule may be overshadowing your most important communications. - Inconsistent branding
Frequent releases are leading to inconsistencies in messaging or brand voice. This can happen when different team members are rushing to produce content without proper oversight. If your releases are starting to feel disjointed or off-brand, it may be a sign that you’re prioritizing frequency over cohesive, strategic communication.
Multiple Press Releases
Sending out a series of press releases can be a powerful strategy, just be careful you don’t overdo it!
How often do you send out new press releases? Share your tips by leaving a comment.
This article is written by Mickie Kennedy, founder of eReleases (https://www.ereleases.com), the online leader in affordable press release distribution. Download a free copy of the PR Checklist – a 24 point list of Press Release Dos and Don’ts here: https://www.ereleases.com/free-offer/pr-checklist/