Many people assume a publicist’s job is just writing press releases, sending them out on a wire, and sitting back while positive media coverage rolls in. But that’s far from the truth. In fact, not every piece of news warrants a press release.
Take Walmart’s recent logo update as an example. When the company unveiled its subtly redesigned logo, it quickly became a topic of conversation—but not necessarily for the reasons Walmart might have hoped. Their press release, titled “Walmart Introduces Updated Look and Feel: A Testament to Heritage and Innovation,” left many scratching their heads. Why? Because the logo barely looked different, and the messaging failed to emphasize a truly newsworthy angle.
Where Did This Go Wrong?
The problem here wasn’t just the messaging—it was also the decision to issue a press release for something that didn’t justify the hype. As publicists, we often emphasize that how you share your news can be just as important as the news itself.
Here are some lessons to take away from Walmart’s misstep:
Press Releases Should Focus on Big Ideas
The press release itself included this statement: “Walmart aims to be an inspirational, digital retailer that provides all the products, brands, and services our customers need and want.” This reveals the real story—Walmart’s focus on expanding its digital presence both in-store and online.
Instead of spotlighting this significant business shift, the release fixated on the logo and imaging, leaving readers confused. A stronger approach would have been to dive deeper into how these digital innovations benefit consumers.
Organic Discovery Builds Intrigue
Walmart could have opted for a more subtle rollout of the logo, inviting organic discovery from both media outlets and customers. Letting people notice the change on their own could have sparked curiosity and conversations, rather than confusion.
Strategic Media Relationships Work Wonders
Instead of blasting a press release to a wide audience, a targeted approach—working with a few key media outlets—could have been far more effective. Offering exclusive news or an interview about Walmart’s digital strategy would not only amplify the story but also strengthen relationships with those outlets.
💡 Pro Tip: Knowing the right media outlets for your client’s story is crucial. Without that knowledge, it’s like shouting into the void.
Create Conversation, Not Just Noise
In most cases, a thoughtful, targeted pitch is more impactful than a generic press release sent out on a wire. A personalized email tailored to a journalist’s interests will almost always generate more meaningful engagement.
Press releases remain essential for structured announcements like product launches, events, or major milestones. But for smaller updates or subtle changes, allowing the news to spread naturally or via targeted pitches is often the better move.
As a publicist, my goal is to create strategies tailored to each client’s unique story. Whether that means crafting a standout press release or leveraging targeted discovery, I ensure your news reaches the right audience in the most impactful way possible.
Curious about the best approach for your next announcement? Let’s connect! At Breaking Creatives Agency, we help brands and creators make headlines with innovative, results-driven solutions.