Now here’s a subject close to my heart, the continued usefulness or otherwise of the age old press release. Publisher Ragan Communications and PollStream carried out a survey in the States, which found that only 49% of PRs think ‘it’s as useful as ever’, while 33% thought it was a ‘necessary evil.’
Ragan’s Lindsey Miller says press releases are becoming ever less useful due to - yep, you guessed it - social media. According to Marketing Charts, Ragan’s take is that communicators are using social media to get around ‘canned’ information and to target and reach journalists. And obviously via Twitter lists is yet another way that can be done.
I guess it all depends what you define a ‘press release.’ Does it really have to follow the conventional standard for it to be classed as one? For example, some companies have started using blog posts in place of standard releases - Twitter is a prime example. It’s something that makes sense in certain circumstances but to my mind, a corporate post is a release of sorts.
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Thank you very much for that superb article
I am the Search Marketing & Social Media Specialist at Marketwire. Great article, but I have to disagree on some key points. Press releases are still very relevant whether you go with a service like Marketwire or not. The biggest difference is how social media becomes integrated with your press release. Luckily for us, Marketwire has been able to take advantage of integrating social media to Marketwire’s press release distribution methods and embracing social media as part of the ever evolving press release.
Nick (@marketwire)
Personal: @shinng