One is the Loneliest Number: Three Times When More is More

PR professionals are a busy lot, and with heavy workloads and limited resources it can be tempting to fall into the habit of just getting a single news release out before moving on to the next project. What many people don’t realize, however, is that there a few instances when issuing multiple news releases or multimedia assets can dramatically increase results.  Here are three times when doing more definitely trumps doing less.


Sending multiple releases can have a cumulative effect that outperforms a single release. I’m not referring to duplications – although there are times when a repeat on a news release is necessary and effective – but a series of two or more separately-written releases that tell your story in a sequential, related way.

Over the holiday season, the LCBO used a 12-Days-of-Gifting theme to issue a series of releases to highlight some of their seasonal offerings, such as spiced rums and specialty liqueurs. The news release series allowed the LCBO to highlight each product segment for key media and audiences, and allowed them to provide more details for each product that would have otherwise been lost in a long, omnibus release.

Like much of the digital landscape, news releases have a shelf life. Providing updates linking to earlier releases is a great way to keep audiences up-to-date and get the most mileage out of your prior distribution.


When it comes to events in particular, a company can extract the most value by issuing one or more advisories leading up to the event, ensuring their event is listed in CNW’s Media Daybook and media can schedule time to attend.  At the end of an event, issue an enriched news release to wrap-up the event. For multi-day events, a daily release that includes photos, videos and relevant quotes in addition to a wrap-up release is beneficial. 

One company that beautifully executed this strategy is the Ontario Science Centre. Leading up to their BRAINFest! Event, celebrating the science of neurology, the Science Centre issued a detailed advisory chock-full of relevant information, and also repeated it closer to the date. Media Advisories should never be too sparse with details; journalists greatly prefer more information to less. Following the event, they issued a release with an engaging photo, giving audiences a taste of the delightful experiences that the new exhibit promises.


Another interpretation of the “one-is-the-loneliest-number” philosophy relates to multimedia. Don’t think in terms of singles! Research confirms it; adding one element such as a photo is good, but adding a photo and a video is even better, with three to six assets garnering the most engagement on a release!

With multiple assets, more people will view your release, which is a notable achievement by itself, but it will also lead to increased engagement with audiences. What do we mean when we talk about engagement? All the things a person can do with your release besides simply reading it: saving, tweeting, re-tweeting, sharing via email, printing, etc.

When planning campaigns it’s critical to consider how your content out to be arranged and scheduled – a single news release and photo isn’t always the best approach to reaching your goals. Once you’ve got that nailed down, don’t forget about targeting your release! Download our brief, Driving Audience Awareness by Targeting your News Release, available in our Knowledge Centre.

Have you employed any of the strategies we’ve mentioned above? Let us know in the comments or tweet us @CNWGroup!

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