What appears to be the motivating factor was revealed when I recently came across some promotion materials for seminars on the so-called ‘new rules' of PR.

According to the ‘new rules' theory, due to Internet technology and demassification of the media (meaning that communication can go directly to end audiences without the traditional filtration by the media), companies can now focus their communications on their prospects and customers directly, so they no longer have to consider press releases to be only for the media. Also, press releases should be generated on every possible topic. The supposed ‘new rules' go further to state that since other sites will now link to your releases, your SEO (search engine optimization) rating will increase, and hence your web site's listing on Internet searches.

Although this sounds good in theory, there are some very real limitations to this approach that in the end, can render it self-defeating. In other words, the supposed new rules are like the supposed ‘new economy' during the dot com era - sounds good, but eventually falls apart.

The problem with the ‘new rules' theory is that it isn't new. It is actually a permutation of a communications technique that Ronald Reagan developed about 20 years ago during his presidency (1980-88). He perfected the technique of talking over the heads of the reporters at press conferences so that his message would reach the viewers - and didn't need any interpretation by the media. Not for nothing was he called "the Great Communicator".

That technique is fine for a politician who is communicating via a televised press conference, but it tends to break down when applied to the use of press releases to reach your markets and customers, for some very real reasons:

• Those outside the media are not accustomed to getting their information via a press release

The press release has long been an established format for communicating with the media. Those who work in the media are used to dealing with releases. Written properly, they are tight memos that give the editorial folks the information they need to determine if they have any further interest in the story. "Beat' reporters or trade media folks often have background knowledge that is not possessed by the average consumer or customer - after all - that's their job. However, non-media types are far more used to the traditional, explanatory narrative format as way to receive their news or information. So using a press release as a mass communications tool is really a misapplication - and it doesn't matter what distribution (Internet, web site, etc.) method you use.

• Overuse of any tool will eventually render it ineffective

The uniqueness of an approach is dulled if that approach is overused. This is why, for instance, the advertising industry is forever on the search for the next gimmick or technique. Once a communication approach is regarded as over-used, it will be ignored. The downside of too many releases is that none of them really get read. Just ask any media person - and they are accustomed to receiving releases.

• "News" is just that - news. It has a very short shelf life

Have you ever heard the expression "yesterday's news"? Does that give you an idea of the shelf life of a press release?

News is expected to be news - fresh, new and current. If it isn't - then use some other format to communicate it - such as a white paper, customer success story, advertisement, etc.

• It is possible to over-communicate - and consequentially get tuned out.

Celebrities have die-hard, 7x24 fans who simply can't get enough news about their idols. But the typical company doesn't - even the people who work there get sick of hearing about the company after a while. So while there should be on-going, standard communications efforts (web site, forums, backgrounders, product information, spec sheets, etc.) - breathless press releases should be used sparingly - and only when appropriate.

• Many corporate messages are really not appropriate for press releases

This is immediately apparent to anyone who spends any time reading company press releases. The most difficult filtering criteria is the question: "Who cares?" Any release your company puts out should be able to get past that criteria - and then only go to the audiences that you have identified as interested in what you have to say - and you should be able to state the reasons in terms of their self-interest, not yours. If you don't know the self-interest of your markets - time to go back to the drawing board (market research).

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