- Posted by Johanna on November 23, 2006 at 10:29 am
- Category: Meta
Recently, I’ve gotten a handful of press releases that have puzzled me. They say things like “So-and-so is proud to announce that Project will be appearing at Site next month (or two or three months out).”
Why do I care? I mean, “Project has just launched at Site” is something I can check out and if I like it/think it’s newsworthy, send my readers to see. “Project is going to appear in a few months”… I don’t know what to do with that. Are they expecting that I’ll keep their notice until then? Am I supposed to remember to check it out later?
I suspect that the creator or company is excited that the details have been worked out, but they need to realize that their pride or happiness, while good for them, may not mean anything to other people. Instead of trying to finish everything up now, put a note on your calendar to send out PR at a more appropriate time. Sending out info too early risks losing a spot altogether, because sometimes, you only get one shot, and the right-time notice may seem like old news.
Of course, the rules are different for print, and in their case, they need lots of advance notice. But we’ve all learned that there isn’t a one-size-fits-all publicity strategy, right, and to handle print and online differently?