Don’t issue a release unless it’s actually Newsworthy

Posted: August 13, 2010 in Local MMA, Marketing, PR

More modern social media release format

The battle rages on in marketing and journalism about the relevancy of press releases.  Some people think they need to die and be buried in the past, others still see them as a corporate communication tool.

For those young fighters that have old school managers looking to issue press releases, try to keep these questions in mind before doing so.

  • Is this big corporate news?
  • Is this something that people need to know about?
  • Is it timely?
  • Is it worth the money to promote? (time spent writing, money spent on distribution services.)

Look at the below example and ask yourself if this was worth HDnet issuing this release? I think the answer is fairly obvious.

Did He Or Didn’t He? Chael Sonnen Addresses His Controversial Tap Out on ‘Fighting Words With Mike Straka’ – Tonight on HDNet

DALLAS, Aug. 13 /PRNewswire/ — Just twelve hours after his epic battle with Anderson Silva, UFC middleweight Chael Sonnen sat down for a frank and emotional 30-minute interview with Mike Straka, set to air this Friday, August 13 at 8:30 p.m. ET on HDNet.



He also addresses the controversy that has arisen since the fight, questioning whether or not he really did tap out.

Sonnen dominated the pound-for-pound king Anderson Silva at UFC 117 in Oakland, CA – only to be caught in a submission with less than two minutes left in the fight.  Sonnen says he’s devastated by the loss.

“You’re a minute away from this ultimate goal. Some guys, they spend eight to ten weeks in a training camp. I’ve spent 25 years. I’ve worked out every single day but Christmas since I was nine years old for one moment, and it was last night…It’s a devastating, heartbreaking reality…I want to cry right this second,” Sonnen said through watery eyes.

Sonnen tells Straka that he lay in bed wide awake until 6:00 a.m., repeatedly going over that last round in his head and thinking of what he could have done differently to win the bout.

“I know how to stop a triangle,” he said. “He locked that thing up so fast and so deep. There’s a line of defense that you go through, and the one I went to is your last resort, and I went to it first, but I had to,” said Sonnen.

He also said he’s not counting on an immediate rematch.

“I’m not entitled to anything. They (UFC) don’t owe me anything,” he said.  “This is a business, and it’s going to come down to who is the number one draw…Vitor Belfort is a big draw. That’s a good fight. I understand it, but I’m the number one contender. I’m the one the fans want to see do the job, but if not, I’ll sit back and watch Vitor do it,” he said.

In the interview, Sonnen breaks down the already legendary fight for viewers, detailing when he first thought he broke Silva’s will, and when he says, “He (Silva) changed his mind out there. He was ready to go a couple of times. Then he decided no, I’m going to stick around a little bit longer.” He also talks about his controversial comments leading up to the fight.

Tonight’s “Inside MMA,” features Chuck Liddell talking about retirement, while Kenny and Bas panelists WEC Lightweight Champion Ben Henderson, Reed Harris, and Javier Vazquez discuss Sonnen versus Silva.  Also, how are the New York Jets improving their Super Bowl chances by using MMA?  Find out tonight!

“Fighting Words with Mike Straka” airs TONIGHT, August 13, 2010 at 8:30 p.m. ET on HDNet – “Inside MMA” immediately follows at 9:00 p.m. ET.

About HDNet

HDNet ( is the independent network with unique and thought-provoking content that appeals to men of all ages and is delivered in true high definition.

HDNet is the exclusive, high definition home for popular, original programming, including television’s only HD news feature programs “HDNet World Report,” and the Emmy Award winning “Dan Rather Reports,” featuring legendary journalist Dan Rather.  Only HDNet goes beyond the headlines to deliver real news that is redefining the way we look at our world.  HDNet News is provocative, sometimes controversial and always relevant – telling the important stories of our time in-depth, with attitude and with independence. HDNet is also the exclusive high definition home to critically acclaimed and award winning documentaries as part of the InFocus series.  “NASA on HDNet” presents all live shuttle launches through 2010.

HDNet presents championship sports coverage featuring the best of Mixed Martial Arts with its Friday night series, “HDNet Fights” (  “HDNet Fights” works with leading MMA promoters including DREAM, Sengoku, King of the Cage, XFC, K-1, K-1 Max, MFC and more.  HDNet produces more live Mixed Martial Arts events than any other network and HDNet’s “Inside MMA” is the hottest Mixed Martial Arts program on television, giving MMA fans their weekly fix for everything MMA, while “Fighting Words with Mike Straka,” goes one-on-one with some of the biggest names in the sport. HDNet also features regular season games from the newly formed United Football League.

HDNet also delivers the world’s largest and most diverse concert line-up through the HDNet Concert Series.  The HDNet Concert Series features leading artists and bands including Paul McCartney, Mariah Carey, John Mayer, Nickelback and more.  HDNet also features revealing lifestyle programming featuring “Art Mann Presents,” “Girls Gone Wild,” “Deadline” and “Get Out!”

Only HDNet Movies ( delivers exclusive Sneak Previews of new movies before they hit theaters.  The HDNet Movies Sneak Preview series features top Hollywood stars in critically acclaimed performances including Gwyneth Paltrow, Joaquin Phoenix, Demi Moore, Michael Caine, Tom Hanks, Vera Farmiga, Parker Posey, Brian Cox, Matthew Broderick, Brittany Snow, Eric Bana, John Malkovich, Emily Blunt, Robin Williams, Charlize Theron and Kim Basinger.

In addition to being the exclusive home of Sneak Previews, HDNet Movies viewers enjoy the best films from the classics of the 1950s-1970s, to favorite films from the 1980s and 1990s, to recently released theatrical films.

HDNet Movies offers subscribers a premium movie viewing experience in true HD, and more original movies shot entirely in HD than any other network.

Launched in 2001 by Mark Cuban and General Manager Philip Garvin, the HDNet networks are available on AT&T, Charter Communications, Comcast, DIRECTV, DISH Network, Insight, and Verizon FiOS.

The HDNet networks can be followed via Facebook at, and and via Twitter at, and


  1. Remember that a media release is not an advertisement; your story needs to be a newsworthy account about you or your company. Marketing Strategy

  2. […] to Press Release Corner Posted on October 5, 2010 by mixedmarketingarts I’ve looked at press releases before, but luckily recently the MMA community has been releasing news worth reading about.   As a PR […]

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