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EIKONA Connect: An average of 6-8 media releases being issued by single company in a month: To what avail?

03-February-2016
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EIKONA Connect: An average of 6-8 media releases being issued by single company in a month: To what avail?

exchange4media.com and Eikona, the Neutral, Earned Media Planning, Audit & Advisory Service, jointly bring to you an infographic fortnightly series called EIKONA connect. This series will focus on quick interesting nuggets of PR / Earned Media Trends and dynamics faced by the Professionals of Corporate Communications & PR Firms. The objective is to create and inculcate informed opinion about PR and aid towards Scientific Decision Making Process. This fortnight we focus on the various aspects of the crucial media relations tool---the Media Release.

The fact that the good old media relations tool called ‘Media Release’ is gradually dying is nothing unknown. However, we have our own act to blame that is contributing to this.

If you look at an average of the Top 15 Industry sectors (by PR Volume), we still see an average of 6-8 media  releases being issued in a single month by a Company or Brand.

A few questions pop up:

a)      Does a Company really need so many media releases in a month?

b)      Whose idea is it to issue so many media releases in a single month? The Client or the PR Agency’s?

c)       What is the ROI from so many media releases?

Some quick pointers on this continuing phenomenon:

What does this do to a News Publisher or Broadcaster?

Creates apathy:

The news reporter and editor will develop apathy towards your Brand and the PR Agency. For an Editorial team, a Press Statement or a Release carries a lot of meaning and significance. Diluting this tool for every drop of a hat development will create indifference in minds of the editorial team.

Signals something is wrong:

Unless it is a crisis, why on earth will an organization need 8 media releases to be sent out to the journalists in a single month? Is there something seriously wrong within the company that wish to divert our attention from? Are they unclear about what they want to communicate to my readers? Do they think that we do not have anything else to write in our editorial space?

What does this do to a Client & its PR Firm?

Weakens the stature of the PR Firm or the Agency:

The PR Firm is a representative and partner of the Client organization. It is seen in sync with the Client organization it represents. Unplanned bombardment of Media Releases on to a newspaper office may be see disruption of not only the PR Agency’s image but also the PR professional’s image in minds of the newspaper editorial team.

ROI is negative:

So far, there has hardly been a healthy ROI by issuing 6-8 media releases. PR Quantity and Quality of coverage has never seen any improvement and neither did we see any bounce on the end of the month score cards.

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.