One of the traditional tools used in PR to draw media attention is the Press Release.Whilst the format of the Press release has remained standard, the way it is delivered to media houses has evolved with the advancement of technology.
Gone are the days when embargoed Press releases were sent by post. Also disappearing, at least in developed countries, are faxed press releases. Organisations have resorted to emailing their press releases to media houses or posting copies on their websites.
So with the growth of new media. How is one of the major tools of the PR trade - the press release likely to be affected? Social networking groups, RSS, podcasts, 24 hour news networks etc
Well, some PR observers have started identifying ways of adopting new media technologies for press releases, and already a new format that takes into account new technology has been developed.
The format of the so-called "new social media news release" is more interactive than the traditional text based press release.
According to www.entrepreneur.com, the social media template is designed to contain the following:
- "A brief description of the news announcement
- Quotes from the CEO or other execs, customers and analysts, if applicable
- Photo/video attachments, or links to web pages that host these items
- Links inside the release copy to background information, and relevant links to other news stories or reference sources
- Digital tags (used to link to web tools such as Del.icio.us and Digg)
- RSS Feed links
- Links to podcasts and MP3 files, graphics and video"
The new format is said to be more user friendly as it takes into account new media technology, promotes greater online accessibility and provides users with the opportunity to feedback to the authors.
Rather good news for PR. But does this mark the end or the death of the traditional press release? It's name alone - press release or media release suggests the press release was specifically designed for the media. The social media release arguably suggests otherwise.
So PR has the ability to adapt to the changing technological environment. However, will journalists have the time to go through all the information provided? There's also a danger of concentrating on new technology and forgetting the substance or content of the press release. Is it still making a newsworthy announcement? And what about PR in developing countries where the majority of people do not yet have access to new media technology?
Here's an interesting discussion on the death of the press release!
2 comments:
The press release, in its traditional style, may be changing, but the concept and the underlying motives of the tool will remain. The issue is not really the form, but rather the substance. And as far as the latter is concerned, the press release is very much alive and will always be! Whatever the case, the press release will remain an invaluable news tip to many journalists and that is what matters.
William Tayeebwa,
Montreal, Canada
Press releases in my opinion will never die. The manner in which they are distributed however will change/evolve as new media continues its spread worldwide. Where packaging for specific will become more dominant in the world of PR.
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