Press releases remain an important tool for communicators, which means the stress of managing edits from senior leaders and clients is not going away anytime soon.
Here are some tips from Elizabeth Hillman, SVP, communications for Discovery Education, and Dan Ronan, senior director of communications for the American Bus Association, on managing this sometimes fraught process.
1. Clarify your deadlines and communicate those deadlines to all parties. If a release has a scheduled day to go out, make sure you can get it approved long before then, 24 to 48 hours in advance. If you’re responsible for writing the press release, the deadline for publishing it is going to mean a lot more to you than to anyone else involved in the approval process. Do not be shy about insisting on deadlines for feedback from senior leaders. If deadlines are missed, fingers will be pointed at you regardless of the true cause of the delay.
2. Know ahead of time how many people need to approve the press release. Anticipate delays. Not everyone likes to write first drafts of anything, but almost everyone loves to chime in after the fact and second-guess someone else’s work. It’s possible that more people will insert themselves into the approval process at the last minute.
Read more at PR News.