They’re not just a bad PR tactic; they’re an industry unto themselves. A look inside the “borderline useless” press release industrial complex.
So you hired a PR firm. And on the eve of your first big announcement, your new rep lays out a plan for a press release. This press release will go everywhere, the rep says, to thousands of outlets, with a potential audience of nearly 100 million people. He gives you a lot of other numbers as well. You don’t quite understand them, but then you’re not a PR person, and 100 million people is a lot of people. Sounds great, you say. And out it goes.
You’ve just participated in the press release industrial complex, a system in which the only guaranteed outcome is that public relations agencies, newswires, distribution services, content aggregators, and media companies all make money. One company that distributes press releases, Comtex, says it processes up to 80,000 of them a day. Kevin Akeroyd, the CEO of another such firm, Cision, says, “The overall volume of press releases both in the U.S. and globally, as well as price per press release, is at an all-time high."
But what about you, the entrepreneur paying for all this? The value you receive is less certain. To understand why, first you need to understand how this system works. Which means following the money.
Everything starts with the PR firm, which will charge an entrepreneur hundreds, even thousands, of dollars to write a press release. Then the firm will use some of that money to distribute the news through a variety of “press release newswires.”
この記事は Entrepreneur の December 2017 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、8,500 以上の雑誌や新聞にアクセスしてください。
すでに購読者です ? サインイン
この記事は Entrepreneur の December 2017 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、8,500 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
Charities Are Getting Down to Business
Nonprofits are struggling. That's why more charitable leaders are taking a page from their for-profit peers-and learning how to make money.
HOW TO ASK SOMEONE FOR A MILLION DOLLARS
Philanthropic fundraisers often get donors to give $1 million-and their tactics are useful for anyone trying to win over someone else's dollars.
MAKE YOUR FIRST TAX-FREE MILLION
It's legal, smart, and great for your long-term savings.
MAKE A MILLION DOLLARS IN A WEEKEND?
OK, you won’t earn it ina weekend. But serial entrepreneur NOAH KAGAN says you can start a thriving business quickly—if you’re willing to move fast and be uncomfortable.
THE MILLION-DOLLAR MEETING
Once your company hits a million dollars in revenue, many more investors (and private equity buyers) will start taking your calls. Here's why.
MILLION-DOLLAR UNLOCKS
New companies rarely get off the ground without some roadblocks, setbacks, and unforeseen decisions. Here, 10 founders describe the pivots that unlocked their growth and catapulted their profitability.
THE PATH TO MILLIONS STARTS HERE
A million dollars sounds sexy. But what is it, really? For some, a dream.
What SEO Insiders Know
Looking to boost your SEO? We asked a bunch of insiders: What do you know about your industry that most outsiders don't?
Pack These for Your Next Trip
Want to make your next business trip a pleasure? Gear expert and two-time Emmy Award winner Mario Armstrong has five items you'll want to make room for.
Finding Your Dimension X
Why do some people thrive, while others fall behind? As Google's first chief innovation evangelist, I believe I found the answer: Successful people harness what I call their \"Dimension X.\" Here's what it is.