inbox

Don’t Kill the Press Release

January 21, 2007 BY Mark Evans

Gaping-1
I didn’t want to jump on the bandwagon but…a few quick thoughts about the New New Press Release or Press Release 2.0 given all the chatter and discussion today.
Fact: Press releases continue to be an efficient way to widely distribute information, so there’s no need to cut off your nose to spite your face. In other words, just because new technology is available doesn’t mean the old technology should be discarded – look at how paper-based books continue to be superior to e-Books despite the best efforts of Sony, et al.

Fact: Press releases can definitely be improved/enhanced. New tools such as Digg, Newsvine, del.icio.us, hyperlinks, etc. should be incorporated into press releases to drag them into the 21st century. Even before implementing new tools, the PR industry has to stop making press releases irrelevant with executive quotes that are completely ignored and rarely used by the media.

Fact: Blogs are a great complement to press releases as opposed to replacements for press releases. The soon companies realize that blogs are just another weapon within their marketing/communications arsenal, the more effective they will be in reaching out to their employees, customers, etc.

Update: For more, check out Deep Jive Interests, Publishing 2.0 and Hugh MacLeod, who offers his usual hilarious cartoon depicting the situation.

Technorati Tags: , ,

Subscribe to

canada__red_maple_leaf_stickers (165x)A weekly newsletter featuring news about the Canadian startup scene, as well as great startup content. You'll also get an e-book featuring more than 100 of the leading digital marketing services.

This entry was posted in Advertising/Marketing, Blogs, Main Page. Bookmark the permalink.
  • E Guy

    Mark:

    I’m not sure your own company, b5media.com is following your advice. In your last release, I was looking for hyperlinks, lack of executive quotes (or quotes that are not useless), and other recommendations you made in your blog. Perhaps you can comment on how your releases are changing (or identify the things I missed) or alternatively, share the real life struggles you face in changing your own approach toward press releases.

  • http://www.markevanstech.com Mark Evans

    Well, you’ve got me there. To be honest, it’s not something we’ve spent a lot of time focused on over the past four months but it is something we’ll have to correct soon. We’ve got a press release coming this week so I promise to walk the walk in addition to talking the talk. Check in later this week to telll me how we’ve done.

    Mark

  • Pingback: Do we need a social press release? » Mathew Ingram: mathewingram.com/work

  • Pingback: mathewingram.com/media » Do we need a social press release?

  • http://www.blogworldexpo.com Rick Calvert

    Don’t beat yourself up too bad Mark. There isn’t anything wrong with traditional press releases for traditional media. Lots of traditional media journalists would never read your press release if they didn’t receive it the old fashioned way.

    Mark you have lived it. How many of your former colleagues are still clueless when it comes to new media?

    I love new media as much as anyone but for all its faults traditional media still dwarfs it in terms of readership/ viewership / listenership.

    If you want to get your company’s message out to as many people as possible you would be foolish to simply replace your traditional press releases with new media communications.

    Smart companies incorporate both.

  • http://mediavidea.blogspot.com Pramit

    PR 2.0: Why can’t Press Releases be proper 2-way conversations?
    http://mediavidea.blogspot.com/2007/01/pr-20-why-cant-press-releases-be-proper.html

  • Pingback: (3i) » I’m confused. Who are you targeting?

  • Pingback: The press release isn’t dead, nor has the new solution been found…yet : One By One Media