Kate Betts Blog

I often get asked how often should you send out a press release? My reply: when you have something interesting to say.

A lot of people believe they should have a marketing plan that includes sending out press releases at certain intervals. One a week, three a week, once a fortnight… once a week every week for ten weeks…

All bad advice. Think of it from the journalist’s point of view. They only want to hear from you when you have something interesting to say. They are not interested in hearing about your company just because you want to promote it. They want stories. So if you haven’t got a story to tell don’t send out a press release.

There are lots of other ways to promote your business. Volunteer to answer questions in those daft columns you get in the paper that want to know your favourite places in Yorkshire or go on the local radio and comment as an expert on something in the news. Use social media: tweet, blog, join discussions on LinkedIn. Go to networking events. Even pay for the odd advert.

Meanwhile a story idea will come to you: your company has won a new contract, a member of staff is off to walk the Great Wall of China for charity or you’ve got a great case study of a client you have helped. And do think outside the box. I loved the wedding planner who started telling me because of the recession some of her clients were ditching the posh hotel on honeymoon and going camping. That is worth a press release.

So think: will it really interest a journalist? Otherwise you’ll write one that ends up in the bin – as 97 per cent do.