We’ll make a press release about it, right?

This phrase in the headline can evoke both an internal unpleasant groan and an encouraging affirmative nod in the communicator. Why?

Because when we talk about communication, it can often happen that a press release is expected to work wonders and later people are disappointed that it didn’t get much coverage. And it can often feel like a press release is a good tangible thing that seems certain to go.

This is where a good communication expert and specialist comes in, who can actually propose a much wider range of communication (and marketing) activities, depending on the content and purpose of the activity, one part of which may or may not be a press release.

First of all, it is essential to know what is the purpose of the communication and who do you want to reach with your activities? You can then create a comprehensive communication plan, mapping out the target audiences, the appropriate channels, the spokespeople and the people responsible for each activity (crucial!).

What often works better than a press release?

• Direct offers of topics or a good media pitch. This requires you to have thought through the topic for yourself, picked out a key point (or two) and offer the journalist a genuinely good and meaningful topic. For example, the topic may not always be related to a specific event, but it can be related to a broader issue. It can be an important, different focus to open up the topic. Pitching doesn’t always work, but in my experience pitches are more effective than a press release.

• Writing and submitting an article for publication. However, in this case, it must not be a marketing piece or a sales pitch. As a communication activity, we are offering something of value through the writing of an article, such as essentially opening up a topic from a new or different perspective. We are always guided by the news value and, of course, the channel.

• Good and interesting speakers. We all appreciate good speakers who speak clearly and articulately and, of course, in an interesting way. Some people have a natural talent for presenting and speaking well, others can be trained. This is another area where a communication expert or partner can help.

• Invite selected journalists to the event. I emphasise – selected. Not all journalists will write/cover all topics, so it is worth making selections and invitations according to the event. This requires background work and, of course, again, a good substantive subject and background knowledge.

A press release certainly has its place in certain cases, but it all depends on the content, the purpose and the situation. When assessing the situation, it is therefore always a good idea to work with someone who knows how communication works and has the necessary media contacts.