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Press releases are rarely used; sending too many press releases can result in diminishing returns (even more so than social media) and can cause media outlets to disregard any or all press releases we send. The Marketing Team must be very strategic and selective when sending a press release, as the effectiveness of this promotional tool is the easiest to exhaust. Therefore, we reserve press releases for very specific instances.
Some of the factors to consider when deciding to issue a press release/media alert:
- Is the Library offering a new service that the community should be aware of?
- Does the story involve a high-profile individual or organization?
- Does it highlight an unexpected service, program, or event, or reinforce that The City Library offers “more than books”?
- Is it a unique, new, and one-time only event?
- Is it an event that could potentially draw large numbers of people?
- Does it relate to a larger, timely story? (i.e., the Game of Thrones Celebration happening in the midst of the show’s final season).
- Will it have interesting, television-friendly visual components?
- Is it a feel-good, human-interest story?
- Does it show a quantifiable impact that the Library’s services/programs/events have on the community?