Press Release Evolution
September 29, 2007 on 7:56 am | In Media Relations, Online, Technorati, Media, Journalism, Public Relations, Web 2.0, PR |
According to Barks & Bites,
the news release is one of the oldest tools in the PR professionals’ toolkit and also one of the newest. Once you begin using it as your principal “conversation-starter” with audiences who find you online, you will see the dialogue and the positive results of your marketing and communications programs take on a life of their own.
Very true. The release has morphed and has a new life thanks to the digital milieu. Here’s a piece I wrote on the evolution of the news release.
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You’re right about the digital age being a “new beginning” for press release devotees. For those who will comply, that is. Alas, all the old taboos remain.
You must have FOR IMMEDIATE RELEASE atop your page. You must have your ompany name in the headline. You must start out with who, what, where, when, why, and how. You must summarize in the final paragraph.
In this day and age of opinion being spewed all over the news pages of magazines and newspapers, disguised as news, you’d thing the press release boys would catch up with the times and relax ther rigid regimens.
I once got high search engine rankings with news releases. But, since rebelling against their obsolete rules, I’m staying up there through article syndication instead.
Comment by Jack Payne — September 29, 2007 #
I might add everyone should have a Myspace, Facebook and account. The later has been the most productive for me.
Comment by Rodger D. Johnson — October 3, 2007 #