Who sent those releases? Why did they fail? And why so darn many? All questions deserve (and will receive) answers. Let’s start with the most obvious: the origin of those press releases.

All 64,033 press releases were from politicians of the two major political parties here in the USA from 2005 to 2007. Do we need one more reason to confirm how our government has failed us? Well, apparently we’ve got 64,033 of them!

Now unless you subscribe to “Cave Monthly” or are trapped in a dungeon, you know Republicans and Democrats possess an ideological gulf the size of most oceans.

And while these public servants are at loggerheads on budgets, wars, healthcare and more, they are in virtual lockstep in one critical area.

How they use press releases. Or in this case, misuse them. More about that in a moment.

Harvard Professor’s Analysis of Political Press Releases = Not Pretty

First, some much needed context. The study was released at the height of anxiety over a possible USA government shutdown. And this news article and the thousands it spawned seized on one aspect as proof the government is not focused on the people’s business.

Here’s a quote from the article about Professor Gary King’s findings:

“A Harvard University professor has analyzed this tribe’s behavior, using computers to look for trends in members’ writings. And he’s learned something that might help explain why Congress is having such trouble working out a deal this week. He learned, to his amazement, that modern members of Congress spend about 27 percent of the time just taunting each other.”

Second, major kudos to Professor King on timing the release of his study. I bang the table constantly about one of the most powerful online press release methods available and Professor King executed it to perfection.

Can you guess what it is? Simple. Leverage a hot news topic as a springboard to YOUR story.

In this instance, the government shutdown and surging rancor between America’s two major political parties. That was the perfect springboard to introduce the study. And with it, the empirical proof on how frequently politicians taunt each other via their press release marketing.

And yet, from my perspective, that wasn’t the real story. I already knew that politicians taunt each other. This study just attached a number to it.

Buried later in the story was something far more interesting and useful for anyone doing press release marketing today.  Because the study revealed the exact categories and topics that were used most often by politicians of both parties.

3 Press Release Categories Tells Us About What Works (Or Rather, Doesn’t)

In addition to the taunting evidence, Professor King’s study discovered that most of the 64,033 releases fell into three distinct categories. Now after I list the categories, I’ll explain what this was such a major fail.

According to the article, “there are the three primary ways a legislator expresses him or herself” They are:

Category #1: Credit Claiming

This is where a politician takes credit for something that the local voters want. Most often it’s public works projects like a bridge, highway or even bringing new companies (that create jobs) to a specific geographic region.

Category #2: Position Taking

This is where a politician explains where they stand on an issue or multiple issues.

Category #3: Advertising

Granted this category is the most broad and may be a “catch-all” for random releases. It’s defined in the study as “ ‘Look at me! I’m a member of Congress!’ ” King said.

The Political Payoff: How This Fail Could Have Gone The Other Way

The three categories of releases shared one fatal flaw that led to their undoing. Ever hear about WIIFM? It’s a marketing 101 principle that these politicians violated repeatedly. It stands for “What’s In It For Me?”

All three categories of the releases look inward when a far more successful strategy would be looking outward. An outward-oriented release engages. An inward-oriented release is informational but magnifies the “so what” factor.

It’s clear politicians of both major parties are in a major rut with their press release marketing. They’re predictable. They’re self-centered. They’re bombastic. And for those reasons, all too easy to tune out no matter what the level (or volume) of the conversation.

The Takeaway: “Outward-Oriented” Press Releases Perform Better

It’s a shift of thinking from the traditional teaching of press release marketing. In essence, away from announcement-driven press releases and towards story-driven press releases. Announcement-type releases are still standard issue, especially for large, publicly traded companies. However, they’re only adding to the online clutter rather than giving potential audiences a reason to care. And more importantly, respond!

Do you think politicians will eventually get a clue? Perhaps I should share my PR Traffic Template System with them? It does have 21+ story starters and 8 outward-oriented press release templates. And if’s really true there’s a shortage of ideas in Washington; perhaps my materials can pick up the slack. At least as far as press release marketing is concerned.

Have you committed the same press release mistakes as the politicians did? Empowered to make your online press releases  more outward-oriented? Please share your thoughts and feedback with a comment now.

New Study of 64,033 Press Releases Reveals Major Fail is a post from: 30 Minute PR

Here’s a different look at Online PR than you might expect. You see, I wanted to combine two of my favorite things: Online PR and Kayaking. At first glance, they couldn’t be further apart. Yet, upon closer inspection, the parallels were many. (Disclaimer: I am primarily referring to sea kayaking rather than white water kayaking.)

1. Have a destination in mind

When I kayak, I don’t just plop the boat in the water and paddle aimlessly. I have a destination, even if I’m only out on the water for a couple hours. I like setting a goal: “I can get to the lighthouse and back in a couple of hours.” Sure, I want to have fun, yet just this simple destination mindset keeps my performance on track.

With Online PR, the destination is the outcome. What do you want to happen with an optimized press release? I’m a big advocate of action-driven, direct response optimized press releases rather than vague brand and awareness-oriented online press releases.

2. Come From Your Core

How do you spot an inexperienced kayaker? (No, not someone who flips over! That happens less than you might think.) The answer? They’re all arms. In short, they use their arms for paddling and as a result, get tired quickly. Coming from you core means using bigger muscle groups, primarily your chest and torso, and let your arms follow through that momentum.

Using your torso and having your arms follow is how I can kayak for hours on end, even when paddling upstream.

With Online PR, what are your core strengths? Are they coming through in your optimized press releases? Online PR is a proven way to demonstrate you are an expert authority. Don’t shortchange your optimized press release because of conforming to an out of date notion of what you think an online press release should be or do. Today, properly optimized press releases are a cost-effective method of reaching your target market directly.

3. Streamline:  Only Essentials Matter

Ever notice how skinny a kayak is compared to a canoe? Bottom line: space is at a premium. Whether it’s kayaking for a day or a week, you are forced to pack light. Really, really light. It’s a tough choice on what stays and what goes. (Of course, one delightful surprise was on a week long, guided kayak trip the trip leader unveiled ice cream packed in dry ice!) In that case, I was more than willing to make an exception!)

Now with Online PR, is your optimized press release full of meat or fluff? If you make claims (‘We’re the biggest, highest quality, etc.”), can you back up those claims with facts? Were you in such a rush to get out the release, you weren’t merciless in your editing? With those quoted in your release, whether it’s you or a third party, are the quotes written in easy to consume sound bite form, or do they drone on for lines at a time?

If you answered yes to any of the previous questions, get out your red pen and edit.

4. Meet Rough Seas Head On

I’ve kayaked on four continents: North America, South America, Asia and Australia. The  roughest seas I ever encountered? Off the northern most tip of Cape Breton Island in Novia Scotia. The waves and swells were over 6 feet  and the water was bitter cold. There were about 10 of us in a group and I was one of the few that didn’t capsize.

Our group leader taught us an effective technique of battling the big waves. Paddle directly toward the wave rather than wait and have it wash over us. And paddle head on, perpendicular to wave. That’s because if we paddle towards a big wave at an angle, we expose our lengthy kayaks to the entire wave, making us much more vulnerable to tipping over. Conversely, by padding towards the wave head on, the wave hits a smaller surface area, that being the tip or front of the kayak, so we’re more stable and less prone to be knocked over by the wave. Make sense?

Now with Online PR, don’t tiptoe around a problem. Address it head on. Screw up, and you need to set things straight. In public relations it’s called “Crisis Communications.” Sometimes PR is about damage control. The worst thing you can do is not take responsibility. No one likes or respects or trusts someone that points the finger at someone else.

Another thought on the “rough seas” with Online PR: if you get negative feedback regarding any optimized press release, especially one seen as controversial, follow up with another optimized press release immediately. Don’t wait.  But don’t apologize either. Come from a place of integrity.

5. Keep The Right Tools Close At Hand

When I kayak I always have necessary tools within easy reach. (Not like I can get up and walk around in a kayak!) Obviously, a life vest is a no-brainer. But I also bring along a whistle, multiple water bottles for hydration, a bilge pump, my cell phone, food/snacks to keep my energy up and a first aid kit.

In kayaking and Online PR and optimized press releases, it helps to be prepared and keep necessary tools within easy reach.

Here’s my “right tools” list for Online PR

• A good keyword research tool (You can start with Google’s, it’s free. )
• An optimized press release template (You can download one free)
• Google Alerts:  a great way to keep you finger on the pulse of what’s making news in your market
• Step-by-step training and tutorial materials: PR Traffic provides such instruction
• An online press release “idea starter” list (Can be a list of headlines, ideas, etc.)
• Templates in word and excel to help automate repetitive tasks as well as serve as a guide for your outsource team

All in all, I enjoy both kayaking and Online PR. Look for a follow-up post on further similarities. Have I made you look at PR in an new way? Let me know and share your thoughts via the comments below.

Story highlights and action steps:

• Time to review: 14 minutes
• Similarities between kayaking and Online PR:
  • Know your outcome
  • Streamline
  • Play to your strengths
  • Meet rough seas head on
  • Keep key tools at your fingertips
  • Trust others who have done it: via templates, education and training materials
• Related Resources:
  • PR Traffic Optimized Press Release Templates
  • Online PR and optimized press release system
• Action steps:
  • Brainstorm: what is your subject matter similar to? An interesting analogy/metaphor, such as “Online PR is like kayaking” engages the mind.
  • Once you have that idea – make a list and number it. Next, turn it into either an article or an online press release.

5 Ways Online PR Is Like Kayaking is a post from: 30 Minute PR