Your latest press release is about to hit the wire. Key contacts have been briefed. The social media pump has been primed, and you’re excited to spread the word on Facebook, Twitter, YouTube and your company blog. You might be tempted to republish your press release verbatim on your blog, but we advise against this for a number of reasons.
A good blog post is very different from a good social media press release, in the following ways:
- A press release is formal. The messaging is tight and controlled. A blog post is much more informal. The language is casual and relaxed.
- A press release can be planned and developed weeks in advance. A blog post, even one on a planned topic, should be relevant and responsive to the present moment.
- A press release is sent from a company perspective and should be written in first person. A blog post is from a personal perspective and is often written in first-person.
- A press release is objective and should be as factual and complete as possible. A blog post focuses on one aspect of your story, bringing in personal insights and opinions.
The one thing that blog posts and social media press releases do have in common is that they must both tell a compelling story about your brand. As you can see from the list above, however, they must tell that story in very different ways. It might strike you that the very same elements that make up a good press release would actually make for a poor blog post!
This doesn’t mean that you shouldn’t include blogging as part of your PR strategy, or even that you can’t write about company news on your blog. Quite the contrary. Your blog plays an important role in your PR efforts – as a human face for the company, a trusted resource for tips and advice, a thought-leading perspective industry trends… in short, the best PR your blog can do is to provide real, lasting value to your readers. Always write blog posts with that in mind, and leave your social media press releases for the newswire.
How do you incorporate your blog into your PR initiatives? Do you agree or disagree that press releases shouldn’t be reposted on blogs? We’d love to hear your thoughts on this topic. Please share them in the comments.