If I asked you if there is such a thing as too much publicity, unless you are Russell Crowe, you’d probably say “no.” But now change that question a bit and ask if there is such a thing as submitting too many press releases, and you’ll probably scratch your chin and go “hmmm.” Because that one is a little harder to know for most people.
As a longtime newspaper reporter, I tend to think that no, there isn’t such a thing as too many press releases. However, there is one caveat–they must all be newsworthy. And of course, that’s the key right there, isn’t it, making sure your press release is newsworthy? There are a lot of subjects that even public relations pros will fudge on and try to put across as newsworthy. There is a big difference between putting out a press release because you named your dog your company mascot and allow him to walk about the office, and being named “One of the Best Places to Work for Animal Lovers” by some top magazine because of the fact you allow your dog to be the mascot. Yet, somehow those mundane-not-really-newsworthy-but-it’s-a-slow-news-day-press releases get out there and onto reporter’s desks.
And that’s OK, usually. But when you send similar un-newsworthy press release after un-newsworthy press release, well it begins to say something about you: that you aren’t newsworthy.
So how many is too many? Again, there is no set answer. But the rule of thumb is if you are straining to come up with an idea for a press release on a regular basis, then you are trying too hard and maybe you need to wait for something a little more newsworthy to happen before you submit your next press release. Hey I’m just saying. It’s better that you send quality press releases less frequently then tarnish your reputation as someone who simply helps fill the reporter’s wastebasket.