After ThePiton’s calling out of a particularly dizzying press release, we had a couple of emails asking us if we do new client announcements: Is it news? To whom? Why? and So What?

The tricky dynamic of this “news” is that it should actually be two press releases: One from the new client’s perspective announcing a major investment in their marketing activities and one from the PR firm’s perspective announcing a sweet new business win.

However due to the relatively limited media coverage of our industries, the new client’s target audience gets their news and information from the same places that the target audience for the PR firm’s release. Two releases would be overkill. Sometimes, one release that tries to do too much is just as bad.

Is there a right way to do this? Who knows…each firm has their own style and approach, different clients have different demands, but…

We feel that you can address the needs of both new client and PR firm by writing a sweet release from the new client’s perspective and make it valuable and newsworthy by honestly answering the question, “Why did they hire us? No, really.” The answer to that is the ‘So What’ for the release.

Let’s look at it step-by-step:

Is it news?

New Client: Yes.

PR Firm: Yes

To Whom?

Client: Dealers, prospective dealers, employees, vendors, sponsored athletes/events, distributors, the competition.

PR Firm: Current clients, prospective clients, The Media, employees, vendors, swag hunting brethren.

Why?

Client: Has made a major investment in it’s marketing to become more competitive through increased brand name awareness and differentiation among target audiences, increased demand for products, drive sell through at the retail level, strengthen brand loyalty, win awards, get chicks and generally sell more stuff.

PR Firm: We’re growing, we know our stuff, Suck it Other PR Firms

So What?

Client: ?

PR Firm: Suck It Other PR Firms (We’re all friends and we enjoy competing…)

This release is the first shot at establishing brand position under the new relationship. So, it’s important. Again, each firm and client has their own approach and needs, so whatever works…but first think about how it would feel if your release wound up on ThePiton for the wrong reasons…and then begin to write it.

Also, don’t franken-quote unless it is adding some color, something interesting other than how pleased you are…