Why a Press Release Is Not A Strategy: Orchestrate A Full Performance For Lasting Impact

As a small business owner, you've probably been told that sending out a press release is the golden ticket to media coverage. But here's the truth: a press release is not a strategy. It's a single note in what should be a full symphony of communication.

Think of your brand messaging like a live concert. A press release might be your killer opening number—designed to grab attention—but no one buys a ticket to hear just one song. The magic happens when you deliver a full performance that keeps your audience engaged from the first chord to the final encore.

A Press Release Is Just a Snapshot in Time

Sure, a press release can spark headlines, but what happens when those headlines fade? That's where strategy steps in. Your job is to take that initial media hit and turn it into a lasting connection. It's about building momentum and creating a rhythm that keeps your audience engaged long after that first announcement.

Treat Your Stakeholders Like VIPs

Your key stakeholders—customers, partners, and loyal fans—deserve more than a generic update. They want to feel like insiders with exclusive access to your brand's story. Ask yourself:

• What behind-the-scenes content can you share?

• How can you offer special experiences that make your audience feel like they have an all-access pass?

• What ongoing conversations can you start that keep your brand top of mind?

Move Beyond One-and-Done Announcements

The best communicators know that a press release should be the start of a conversation, not the end. Success isn’t measured by one perfectly crafted announcement—it’s about delivering a multi-channel experience that truly resonates. This means knowing exactly who you’re trying to reach, understanding what makes them tick, and crafting consistent messages that keep them coming back.

Engage Across Multiple Channels

Today's media landscape is more fragmented than ever. Your audience is scrolling through social media, reading blogs, watching videos, and subscribing to newsletters—all at once. They crave authentic, ongoing engagement, not one-off announcements.

Here's how you can turn a press release into a full communication strategy:

• Social Media: Share bite-sized updates, behind-the-scenes stories, and interactive content to keep the conversation alive.

• Email Marketing: Nurture your audience with exclusive insights, early access offers, and personalised messages.

• Content Marketing: Create blog posts, videos, and infographics that expand on your press release and provide deeper value.

• Community Engagement: Interact directly with your audience through live events, Q&A sessions, and community groups.

Make Every Message Count

In communications, the encore is just as important as the opening number. Every message you share should build upon the last, amplifying your story and deepening your audience's connection to your brand.

So, next time you send out a press release, ask yourself: What's the next act? How will you keep your audience engaged long after the headlines fade? Because lasting impact comes from a well-orchestrated performance, not a one-time announcement.

Ready to turn up the volume on your communications strategy? Let’s make every note count.