PR people: News about your firm is (usually) not newsworthy

Journalists don’t care about your new logo, redesigned website or vision for your brand. Send them something newsworthy.


Many clients we work with will go through some type of major rebranding or marketing effort every few years. These monster projects often take a heavy people investment, significant resources and are the focal point of endless meetings, conference calls, brainstorm sessions and retreats. Once the project is complete, we get a call that the company would like to publicize the initiative and interest the media in their efforts.

Sometimes, this makes sense. But more often, it does not.

These internal marketing or branding initiatives can include (but are not limited to):

  • Redesigned website
  • New logo
  • Revised messaging statements
  • New branding vision
  • Changed internal processes or structure

Announcing these types of developments is akin to announcing a pregnancy. You don’t know how it’s going to turn out yet, or how it will impact your company and your clients. The real news comes after the birth; after the child/idea has grown into maturity.

Exceptions to the above:

  • You are a Fortune 100 company or the leader of your industry.
  • The initiative means a significant change in customer experience or service.
  • The development is truly groundbreaking and you are a pioneer.
  • The change has impacted (either positively or negatively) your stock price or investor sentiment toward your brand.

What do you think? Do you think there are other internal initiatives that should not be publicized, or additional exceptions to this rule?

Katherine Kilpatrick is an account supervisor at BlissPR. She blogs at B2Bliss, where a version of this article first appeared.

Topics: PR

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