Press releases are only part of the PR puzzle – Akinfenwa
By Ibidunni Banjoko
David Akinfenwa, the PR and Communication Manager of Selar, an online marketing platform, has said that, in a fast-paced world of public relations, there is a common misconception that continues to prevail – an assumption that the practice revolves solely around the creation and distribution of press releases.
Debunking what he termed as a prevailing misconception about the practice of public relations on his LinkedIn page, the PR expert mentioned that most of the time, the press releases being churned out don’t even have the vitality to hold the attention of the media.
According to him, for many businesses and organizations, the allure of the press release can be understandable. “It could offer a structured format for conveying information to the media and the public, with the hope of garnering attention and positive coverage. It provides a tangible document that can be sent out into the world, seemingly representing the entirety of a PR strategy. However, this belief that PR is press releases disregards the vast potential and strategic depth that PR truly encompasses.”
Akinfenwa asserted that sometimes, the misconception may arise from a desire for simplicity and clarity in a complex and ever-changing landscape.
“Businesses often seek tangible and straightforward solutions that can be easily grasped and executed. The press release, with its clear structure and defined purpose, becomes a comfortable and familiar option. But by confining PR within the confines of a press release, businesses miss out on the true power and impact that a comprehensive PR strategy can have,” he said.
He continued: “Gone are those days when press releases were the sole focus of PR campaigns. PR professionals now adopt a holistic approach encompassing various channels and strategies. From leveraging social media platforms and forging influencer partnerships to crafting compelling content and establishing thought leadership, PR has evolved into a rich tapestry of techniques designed to captivate diverse audiences.
“Also, beyond the confines of a press release, the professions have delved deep into the realm of authentic storytelling, unearthing captivating angles and human-interest stories that breathe life into brands. By infusing personality into brand’s narratives, we build emotional connections that resonate with stakeholders and foster unwavering loyalty.
“Drawing from my experience in public relations, I have witnessed the pivotal role reputation management plays in an organization’s success. While press releases are undoubtedly part of the puzzle, managing and safeguarding a brand’s reputation requires a multifaceted approach.”
The PR expert explained the core duties of PR professionals which are, building relationships and selling trust to relevant stakeholders as it is paramount.
“Establishing and nurturing strong connections with clients, stakeholders, media outlets, and the public is fundamental to our success in effectively managing and shaping reputations,” he concluded.
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