Is the press release dead?

27th January 2014

At a Media Trust seminar last November, veteran journalists and social media leaders all encouraged creative and diverse ways organizations can get their news and messages out to their target audiences. Following key journalists on Twitter and opening direct exchanges, promoting user-generated content like short amateur videos, arranging regular blogs directly by people affected by your concern, making “made for YouTube” videos and linking with YouTube celebrities – these are all opportunities for telling our stories, creating awareness and inspiring action.

So does this mean we can abandon the press release, that sometimes painfully-crafted organizational ode? Absolutely not, say the same veterans. A well-crafted press release is still essential to journalists who are not just looking for one story but also for organizations they can call on for expertise. It’s the solid content that backs up your tweets and blogs.

There are now many avenues to getting our message out, but the essentials stay the same.