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Is the news release dead?

Is the news release dead?. PRAM Presentation June 19, 2014. Many are poorly written Long, boring, lacking facts, too much work for the reader Not attention-getting Irrelevant headline, subject line, key words Not well-distributed/not targeted No news Ill-timed

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Is the news release dead?

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  1. Is the news release dead? PRAM Presentation June 19, 2014

  2. Many are poorly written • Long, boring, lacking facts, too much work for the reader • Not attention-getting • Irrelevant headline, subject line, key words • Not well-distributed/not targeted • No news • Ill-timed • Sound too much like advertising • No images/links/supporting materials Reasons why releases fail

  3. They are one way to TELL A STORY (not the only way) • Sometimes, they force decision-makers or clients to focus on key message(s) • They are authoritative—your organization is the source • Search engines and social networks find them • They provide historical record • They get picked up by media • You still need content • Creates exposure and credibility Getting results How and why news releases can be effective

  4. News releases with one visual element got a 92 percent increase in visibility vs. text alone • More than one visual element = 552 percent increase in visibility • Multimedia releases (with links to campaign microsites) = 5,092 percent increase in visibility • Still, 86 percent of releases did NOT include visuals Visuals Work 2013 review of 1 million news releases in system

  5. Robust online newsroom and organizational website • Video • Blogs • Social media • Relationships • Other strategies Use all the tools you have

  6. www.stories.wellsfargobank.com www.coca-colacompany.com www.americanexpress.com/us/small-business/openforum/explore/ Brand Journalism

  7. Brand Journalism Is this just a new twist on an old concept? Walnut Grove Feed Co. newsletter from 1960s Company published and sent to customers

  8. Is the news release dead? Thoughts, Questions, Discussion

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