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Stop Trying to Kill Press Releases

November 30, 2009 Leave a comment Go to comments

I just finished reading Reich Communications’ Press Release – Dead or Alive in which the point is well made that the press release isn’t dying, but how it is used is evolving.

This leads to a recent poll by Ragan Communications and PollStream in which only 49% of ‘today’s professional communicators’ say they think press releases are “as useful as ever.”

Well, I have a few issues with the wording of the survey. First of all, who the hell are ‘today’s professional communicators?” There are a lot of folks that make a living in ‘communications’ that don’t know a press release from a 10-K.

And, asking if a press release is “as useful as ever,” honestly, 99% should have said NO to a question phrased that way. No one that was practicing PR in 1999 could honestly say that in 2009 the press release is “as useful as ever.” But, don’t cry for the press release just yet.

The press release by itself isn’t as ‘useful’ as it once was, but it also shouldn’t be used by itself anymore. I’d even argue that the press release of old CAN be more useful if it – and the resulting coverage – are leveraged properly.

No before you say I’m taking the poll too literal, lets be clear – I understand the idea behind the survey and I even found it interesting, – but, the press release is now and will remain for years a key communications vehicle for PR professionals. I’m 100% sure.

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  1. December 8, 2009 at 1:12 am

    The press release still has a purpose, but it’s different. It’s pointless to believe you can issue a press release and reporters will cover the “news.” Those days are over. If you want to reach reporters, you need to reach them one-to-one. Thank goodness there are fewer of them now.

    Still, press releases represent a way to show competitors and potential clients that you have life. Also, if properly loaded with key words, they improve search engine optimization.

    Now, what kind of a blogger am I?

  2. December 8, 2009 at 1:12 am

    The press release still has a purpose, but it’s different. It’s pointless to believe you can issue a press release and reporters will cover the “news.” Those days are over. If you want to reach reporters, you need to reach them one-to-one. Thank goodness there are fewer of them now.

    Still, press releases represent a way to show competitors and potential clients that you have life. Also, if properly loaded with key words, they improve search engine optimization.

    Now, what kind of a blogger am I?

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