Is the traditional media release dying?
It could well be because most media releases don't succeed despite all the hours of love and attention that goes into them. Most are full of corporate speak and look more like policy platforms rather than documents designed to attract attention.
How long are cash strapped, time poor organisations going to tolerate this poor return on their PR investment?
The social media release may be the next generation way of sharing information with the media and others. It is an on-line document drawing together text,video,audio,images, quotes and in-depth information.
There's not much information about this new tool but this video shows the new format. (You'll need to excuse the blatant advertising by the three UK lads promoting their services).
3 comments:
This is really a re-packaged version of what we as PR Professionals already do. Some call it 360 degree communications but really it doesn't matter which label you use. If your target audience is Gen Y then you need to ensure your message is packaged according to the Web 2.0 tools you will be using. This proposal isn't a catch all that is going to solve the communications problems of companies that don't address their PR support needs from first principles: identify your target audiences, identify your key messages; identify the best way to get those messages to your audience and measure the effectiveness. It may be a worthy profession (and I hope it is) but PR isn't rocket science.
While innovations are always welcome, they have to be innovations and not just old business practices re-dressed.
Agree with anonymous'comments. No matter what formnat you use to convey information, you still need to get the basics right - audiences, messages etc.
I find press releases very time consuming and tedious. I don't bother unless the issue is of a critical nature or I know there will be interest beyond my immediate patch. Picking up the phone and plugging an idea is more satisfying.
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