Posted by Katie Noonan
It seems that just about every few years a PR doomsayer comes along and declares the death of the traditional press release. Heather Whaling argues, and I agree, that the press release continues to be a great tool for sharing clients' news with their target audiences and the media. What has become apparent with the rise of social media though, is that it's not the only tool.
Whaling shares some great alternatives to the traditional press release- here are a few from her blog on Social Media Today:
The Social Media Release. Social media releases are a Web 2.0 take on the traditional news release. They feature links, video and photos and are perfect for use on Facebook or other social media sites. Whaling recommends PitchEngine, I would add that if you have accounts with Marketwire and PRWeb they also have social media release builders for targeting online audiences.
Calling all bloggers. When you have big news to share Whaling suggests organizing a video meeting and inviting bloggers in addition to traditional media. Instead of pitching traditional media, you might also consider straight pitching to bloggers with whom you have or are trying to cultivate a relationship. Granting exclusivity on breaking news to bloggers whose sites receive lots of hits is a great way to cement relationships and make sure your news is seen by the masses.
DIY on YouTube. Don't wait for members of the media to contact you for a statement from your company on a recent announcement. Instead, consider shooting video of your CEO or a company spokesperson and upload it on YouTube. Then, promote the link on your website, social media pages and share a link with members of the media.
Tweet It. If your company or client has a strong Twitter network, Whaling urges PR pros to consider bypassing the media altogether and crafting a 140-character news brief. If you have reporters who follow you on Twitter, I would also suggest tweeting the news @ them. If it's specific to their beat you just made their life that much easier, if it's not, you run the risk of annoying them a creating a reputation for yourself as a spammer, so beware.
Check out Whaling's full list of press release alternatives.
Photo credit: Wat Blog
Friday, January 07, 2011
Posted by Katie Noonan