Author Box
Articles Categories
All Categories
Articles Resources

How PR's Can Reinvent The Press Release For The Digital Age

April 11, 2012 | Comments: 0 | Views: 179

Year after year, to the PR industry's dismay, new reports state the traditional press release is on the decline and will soon be replaced by digital alternatives.

As society continues into the digital age, traditional PR is slowly being replaced by new, interesting and online ways of communicating stories to the press. With some journalists now only accepting news stories from PR's via a Tweet, it is clear to see that digital communication including social media is on the rise.

Although the traditional press release is still far from extinct, there are various ways in which PR's can integrate digital with traditional in order to adapt to the changes in the industry, some of which have been outlined below:

• Social media - Social media is fast becoming one of the preferred ways of sharing news and is an easy way for PR's to communicate with the press. Some journalists now only accept press releases via Twitter and even those who don't will regularly check their accounts in order to keep up with the latest news. It is important that PR's acknowledge this when pitching stories to journalists and should consider Tweeting them to gauge their attention if a phone call or email proves unsuccessful. The best way to benefit from this is for looking out for '#journalistrequest' when using Twitter. Twitter is an easier way of contacting journalists than Facebook as its privacy options are not as complex, however communication is limited to 140 characters; forcing PR's to only include the most relevant information.

• Blogs - Google is one global brand dismissing the traditional values of PR and opting to share its announcements via its own blog. When pitching a news story to the press, bloggers are important to factor in. Including blogs in any media list will increase the outreach potential and enable PR's to integrate traditional with digital as bloggers usually include social media and/or website links within posts. Blogs are also more likely to reduce the size of a press release, so PR's should limit their word count and ensure the content is as interesting and engaging as possible.

• Online outlets - Pitching news stories to online outlets enables PR's to combine the press release with digital techniques. Many, if not all publications have an online edition which in some cases attracts more consumers than the print version. The increase in popularity of online outlets shows how in a digital age, print is naturally declining and will continue to do so as print advertising budgets are squeezed.

Jessica Ward is an account executive at Punch Communications, an integrated PR, SEO and social media agency serving a wide range of clients from start-ups to global brands. If you are currently interviewing SEO agencies or are interested in areas such as social search, call Punch on 01858 411600.

Source: EzineArticles
Was this Helpful ?

Rate this Article

Article Tags:

Seo Agencies


Social Search

In India, employment opportunities are set to grow by a good margin in the coming year, a phase which was started in the turn of the second decade of the 21st century. organisation, candidates with

By: Sarkariexam l Business > Careers Employment l April 01, 2013 lViews: 11713

Sometimes it is amazing to see that certain jobs can precipitate huge turnouts in the recruitment drives. It is as if thousands of people were waiting for the vacancy advertisements and the moment

By: Sarkariexam l Business > Careers Employment l December 30, 2012 lViews: 690

In recent times, jobs in healthcare segments have grown tremendously. It is anticipated that this growth curve will continue for the times to come. Various factors are responsible for this

By: Sarkariexam l Business > Career Advice l December 27, 2012 lViews: 449

Are you in a dilemma whether to choose web based CRM or not? If yes, don’t worry. You aren’t the sole person having this doubt.There are numerous firms trying to make out whether investing in a

By: Reneta Vasileva l Business > Customer Service l December 23, 2012 lViews: 410

If you think about it you will realize the fact that each business has its own set of risks that are involved in it.The trade secrets that you have and the information related to the business is what

By: brumbrum1 l Business > Risk Management l December 23, 2012 lViews: 264

As the time is changing, concierge management services are now growing despite the slowing economies of the world. The main reason of it is the need that is highly specific to the people who like to

By: willsmith10 l Business > Management l December 23, 2012 lViews: 334

Ultimate Linings has been assessed by ABS Quality Evaluations, Inc. and found to be in conformance with the requirements set forth by: ISO 9001:2008 The Quality Management System is applicable to:

By: ultimateliningsl Business > Press Releasesl November 03, 2012 lViews: 226

Are you a fashion designer with no budget to hire a PR team? Here are 5 do-it-yourself techniques to get more publicity for your fashion label.

By: Lauren C Francisl Business > Press Releasesl June 12, 2012 lViews: 249

Most of the individuals plan outdoor events in the United States, but only few of them are successful in planning and organizing a complete outdoor event. Organizing an outdoor event is sometimes a

By: Ayana Adal Business > Press Releasesl June 11, 2012 lViews: 206

It's no longer enough to concern yourself with intersecting the traditional media with your releases. Yes, you need to create press releases that meet the needs of the traditional media, but you also

By: Anthony Moral Business > Press Releasesl June 08, 2012 lViews: 233

Story-telling has always been an important aspect of human culture, whether you were in Africa, Asia, Australia or Ancient Britain. Certainly, there were differences in style and focus, but wherever

By: Ken Mckinneyl Business > Press Releasesl June 05, 2012 lViews: 201

The line between PR and marketing is something that academics and the business world believe is becoming far too hazy. This article outlines the difference between the two to assist business conduct

By: Kiara K O'Gormanl Business > Press Releasesl June 02, 2012 lViews: 195

Discuss this Article

comments powered by Disqus