Traditional Press Release Making a Comeback, Rules are Changing

If you do nothing else as a PR professional today, read Brian Solis’ blog post, “Reviving the Traditional Press Release.” It teaches history, preaches PR 2.0, offers astute analysis and is loaded with helpful links and examples of how press releases are being utilized in the new media game. A wholly thorough and inestimable resource.

A few weeks ago I was pondering whether SMRs could be accepted as a fullscale replacement for traditional press releases. While direct access to multimedia content is alluring, it seems SMRs aim to distract attention from written words since the format communicates messages on a multi-sensory level.  True, SMRs offer advantages, but proficient prose provides a proportionately powerful tool in the the game of bait and write.   

One of my favorite quotes about writing is as enlightenening as it is concise and comes from Martian hoaxster (among many other things) George Orwell, “Good writing is like a windowpane.”

Well said G-man, I will eternally stare into that statement with my mind’s eye.

If you’re too shamefully lazy to read Brian’s post, a couple brief quotes on press releases from the author:

“Sometimes in order to embrace innovation we need to blend it with existing methodologies and processes (what we know and how we do it) to eventually propel change, technology and comprehension across the bell curve of adoption.”

“We usually don’t speak the way a press release reads. In fact, I’d argue that we’d never speak to a customer in that language or tenor in real life, so why are press releases less informational and more self-serving…What if we empathized with the customers we wished to inspire and adapted the story to their channels influence based on the preferences and focus of the authoritative voices that reach them?”

“Press releases represent a privilege to share our story with others of absolute consequence. They might serve as a required form of communication and disclosure, but releases do not fundamentally guarantee an audience, coverage, nor sharing. It’s our job and our obligation to amplify, extend, and connect our stories to the communities who can benefit from the advancements and innovation that define our business.”

Posted by: Nick



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