July 8, 2020

Annette Densham

Sending out a media releases to get publicity for free can certainly boost your public image and credulity but be careful not to overuse this tool in your PR arsenal. 


As a small business, you only have so many hours in the day…and you want to make sure your time is leveraged as effectively as possible. You will be pleased to know there are times where you can save time by not writing a release or save money by using our special media release hack.

There are five situations where a release is a waste of time or not needed.


You have spent months building a relationship with the journalist and know when you call they are happy to talk to you. If you have a good story (and a good relationship) just pick up the phone and pitch your idea then and there. If you have worked hard to connect with the journalist who writes for your local paper. You can flick off an email advising this journalist what you are up to and get a run almost every time. BUT…this takes time and patience. Remember public relations and getting publicity for free is a long term strategy.

Burnt Out

You’ve got nothing. Really, if you have nothing going on and are just putting out something for the sake of it, don’t bother. Is it really worth jeopardising your relationship with your media outlet of choice? Only send something when you have something of substance to say. It is true everyone has a story to tell but if you don’t know how to find that story, don’t send out some boring, dull media release – no one is interested the sale of your 1000th pair of shoes or that you have launched your new website.

No Plan

No plan is a recipe for failure. Spend some time planning your PR campaign so everything you put out has substance and a purpose. Using a public relations strategy to promote and market your business is all about the long term – don’t expect to be in the front page of the paper with your first release. Everything you do should have a purpose.

Just For Publicity

If you are only putting out a release to increase your rankings. Of course, when you put out a media release through a direction site, you want to optimise it for keywords to increase your presence online. But when you start putting out media releases just for SEO, chances are the release is low quality and has no substance. Why do something that gets not attention?

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Annette Densham

Annette Densham is an international award-winning publicity expert with a 30 plus year career in newspapers – The Australian, Financial Review, and Daily Telegraph, magazines (print and digital) and corporate communications. She uses her expertise to teach small business people how to use their stories to connect with the world and build influential brands.

Annette is also a stand-up comedian, and as an author, trainer, mentor and speaker, she weaves her story magic everywhere.

annette densham

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