Hey Love, it’s been a minute… In today’s edition of For Immediate Release, a well-known celebrity is trending for releasing a statement that could possibly implement her for other things. Upon reading that statement, You could tell it’s an ill-advised statement that shouldn’t have happened.
Lately, we’ve seen many press releases being written and published by individuals announcing all sorts of things. Relationships that ended, new jobs, leaving jobs… It’s been an interesting trend to observe and I thought I would flex my PR muscle to explain why releasing Your own statement is a bad idea. Sending a press release without the guidance of a PR consultant or legal representation can be risky because there are several potential pitfalls that could lead to negative consequences. Here are some reasons why You should not send a press release without professional guidance:
Legal Liability
A press statement is, to a certain degree legally binding. If Your press release contains false or misleading information, You could face legal action. A PR consultant or legal representative can review Your release to ensure that it is accurate and does not violate any laws or regulations and that it does not cause more harm than good. In the case of the trending celebrity, there are many ways to clear the air. One of them is by stating facts to Your legal representation and allowing them to issue a warning to anyone making defamatory comments. This did not require any confession to the public because it can be easily misinterpreted. As it was.
Reputational Damage
Poorly written or insensitive press releases can damage Your reputation and make it difficult to recover. A PR consultant can help You to craft a message that resonates with the intended target audience and enhances Your reputation. A well-written press release leaves no room for misinterpretations and questions that could cause reputational damage. The above statement left room for a lot of questions, like who are the other celebrities that You know of who made contact with Tk? Which events were You part of? Why did You go to prison to get answers? Is that how You met when You spoke about business? Now potential brands question You (the person) and no brand wants to be associated with this story or anyone involved.
Check Your Tone
The tone of Your press statement is also important. I’ve seen so many press releases that looked like the individuals were chatting to their friends. There’s best practice for writing a press release, like writing in the third person, that makes the press release professional. In today’s case, the “trending celebrities” statement sounded like an admission of some sort but left room for everyone to speculate what she was admitting. A well-written press release doesn’t sound defensive, confrontational, or dismissive, as this can make it harder to achieve the objectives. Letting a professional write and release a statement provides guidance on how to frame Your message, avoid potential pitfalls, and enhance the impact of Your message.
The Timing
If Your press statement is related to current news, it’s best to time the release to coincide with the event. This can help to maximize exposure and generate more interest in your message. In today’s case, it was a bad idea to release that statement at the same time as the bail hearing of the co-accused, Dr Nandipha. The Thabo Bester case is still hot news and anyone that is seen to be related to the matter is not in a great position. Personally and professionally. It’ll be interesting to see if brands still want to work with her and if the booked events go ahead.
Last but not least, be prepared to respond
Writing a press release and disappearing can be detrimental. After releasing a statement, be prepared to respond to any questions or feedback received after releasing it. This demonstrates Your commitment to being transparent and taking accountability for the press release. It also helps to build trust with the audience.
To sum it all up, You can’t do this alone. Hire a professional, it’ll save You what could be an everlasting dent in Your career. Remember, the press statement might be deleted when You realize the damage but the internet never forgets. Save Yourself the trouble and do it right the first time around.
Written by Kgoshigadi Rangata
Cum Laude graduate in Media Relations, specializing in Public Relations.
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