The Changing Character of the Press Release

The press release is dead; but it remains to be one of the key automobiles of corporate communications.

New forms have emerged for example the news release, as internet marketers understand the advantages of

the old PR staple. As marketing pundit David Meerman Scott puts it in the rules of Marketing or PR:

“The Internet has made buzz public relations public once again, after many years of almost exclusive

concentrate on media. Blogs, online video, news releases, or other forms of web content let firms

communicate instantly with buyers.”

Specifically for little to medium-sized businesses (SMBs), the news release provides a cost efficient, easy

to handle comms tactic to market place themselves on the web. But it additionally opens a might of worms

with regards to the standard rules or etiquette of media relations or distribution. Recognizing the advantages

and disadvantages of the news release strategy assists firms balance PR agency goals with broader

marketing goals.

New Press Release Strategy Advantages

• The times while best press releases were exclusively read by journalists are over. Today, anybody

can subscribe to organization updates on the news wires or corporate and business newsrooms. In so many

cases, organizations don’t have a choice; they just comply with their disclosure needs. They can as well

embrace it or being a lot more conscious of non-media audiences, cater for the demand with regular

improvements on activities or achievements.

• Not all of the news is hard-hitting enough for media coverage. By publishing changes directly to

buyers, investors or other stakeholders, businesses and organizations can take a much more targeted

approach with their messages or contents. They also create their reports available to bloggers or other

influencers that might not be captured through their standard media relations program.

• The on-line newsroom is usually the most frequently updated or as such, SEO-friendly website of

an organization’s website. The news release plays a vital role in the overall good results of the online

marketing strategy, or also provides much needed content for social media channels or other forms of

marketing communications.

New Press Release Strategy Disadvantages

• Distributing news releases straight to marketing audiences or the public might diminish the news

value of the statement. Cutting out journalists since the traditional “gatekeepers” cannot merely impact the

quantity but also the high quality of media coverage as there is less time for clarifications or analysis.

Conversely, distributing improvements to media that are mostly intended for clients, partners and investors

(yet don’t meet traditional news criteria) can also negatively affect your own PR program.

• Press release templates differ from market to industry , across countries, or depending where the

organization is listed, but they have particular attributes in typical, for example the dateline, a pyramidal

framework or above all, a much more fact-driven, neutral tone. In contrast, taking it is motivation from

blogs or online entertainment, the news release is much less standardized. The excessive use of animated

GIFs (see ZDNet op-ed piece on the subject) as an example of the a lot more experimental forms shows

how this can render news releases unsuitable for the media, or even invite ridicule.

• Even with it is less rigid format, the news release must be reserved for real news updates. Think

about other communication channels for example a firm blog, video and slideshows for opinion pieces,

company backgrounders and product details.

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