A press release is an efficient PR tool, but should only be used when there is real news to communicate. Other, less newsworthy stories can be reported in a newsletter.
The press release is the classical PR tool. Briefly and efficiently, it informs the media when something new happens in a company or organisation. But it can only be issued when there is something substantial to report. Otherwise, the journalists will regard it as a waste of time.
A softer way to tell company stories is through articles, case stories and newsletters.
Newsletters can be sent to customers, members, politicians or others with an interest in the company’s day-to-day development. These can also be a collection of case stories that illustrate how customers benefit from company products and services.
Customer cases can be used both in relation to the press and as sales support in relation to new customers.
