Press Release dead? Hardly.
Posted by JasMollica
If you spend enough time reading the trades, internet and social media, you will see plenty of stories that will make you shake your head. We’ve been hearing for years that the newspaper is dead. Sure, it is struggling in many ways, but it’s far from six feet under.
On Monday, I logged into TweetDeck to see a tweeted link to a post over at Ad Age titled, “RIP, the Press Release (1906-2010)– and Long Live the Tweet” by Simon Dumenco. I immediately thought, “Here we go, again.” I decided to read the story anyways. Dumenco opines that because of the use of social media by Kanye West and others, we are seeing the death knell of the release.
The long-suffering, much-maligned press release, I’d argue, finally died this summer, thanks particularly to JetBlue and BP, with a little moral support from Kanye West and just about every other celebrity with thumbs. (Of course, press releases will probably continue to stumble along, zombie-like, for years to come, because too many PR folks are still heavily invested in grinding them out.)
Just because we PR folks are supposedly invested in grinding out releases, that is the only reason they survive? No. Sure, many of us are going to Twitter, Facebook, etc. to let customers and media partners in on what’s happening. But, Neil Patrick Harris saying he is expecting a child over Twitter hasn’t killed the release. In the digital age, it’s important to realize that there is plenty of hyperbole found in social media circles.
It’s up to PR folks to help reporters and consumers that are wading through the static to direct them to clearer channels. The press release helps to do that. In the last two weeks, I have written a handful of releases. Their distribution was enhanced by Twitter and Facebook. However, smaller newspapers and TV stations will often take what is in that release and publicize it. Sometimes staff at these organizations are so small, the release is reprinted as the written story on an event.
The only way we evolve is to change. If we don’t evolve, yes, we’ll “die.” But, I think the press release is far from a final breath. It’s actually getting a shot of new blood thanks to social media and savvy PR pros.
About JasMollica"It's never too late to have a life and it's never too late to change one." That's something I tell students, friends, and family all the time. After living and working in New York City, I took my own advice in 2004, switched my career from the television/radio industry and got into public relations. Now, I spend my days as a PR/social media marketing consultant and get inspired daily. It's been a good ride, so far. But the car has plenty of gas left. I hope you'll join along in this guy's journey!
Posted on September 13, 2010, in Hot Topic, Media, Public Relations, Social Media and tagged Advertising Age, Jason Mollica, PR, Press Release, Simon Dumenco, Social Media. Bookmark the permalink. 19 Comments.