Monday, February 25, 2008
Bring back the news release; forget about social media releases
Labels: journalist, PR, social media
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Comments:
I think there are two separate issues here. I totally agree there are no excuses for poor press releases being written/distributed. As a former journalist I received my fair share of appalling releases, and often assumed it was down to the PR's writing technique. But now on t'other side, I realise it's often down to a lack of confident consultancy. As an industry there needs to be greater emphasis on honest and open consultancy, as that's what clients are paying for at the end of the day.
But I feel strongly that this issue doesn't replace the need for social media press release formats. At Liberate Media we recently trialed the social media video release, and while it's still in refinement stage, it opened up immense opportunities for the client and has currently been viewed by over 2,000 people.
We need to be moving with the times - we shouldn't be held back by things we should have got right 30 years ago!
But I feel strongly that this issue doesn't replace the need for social media press release formats. At Liberate Media we recently trialed the social media video release, and while it's still in refinement stage, it opened up immense opportunities for the client and has currently been viewed by over 2,000 people.
We need to be moving with the times - we shouldn't be held back by things we should have got right 30 years ago!
It might take "a very astute PR exec to tell a client that their modifications are off the mark", but that's exactly what we need.
It's a low value commodity service to just copy write a press release to a client's brief, accept their amends and direct mail it out. A true consultancy offers expert counsel and stands up to clients that don't know any better. If the PR exec isn't confident doing it, then it needs to be bounced up the consultancy team to a level where the client will actually listen - even if that means it gets to the consultancy MD.
That said there is nowadays sometimes a case for a release that isn't targeted at journalists, but at end users who will find it via internet searches. This doesn't need to be subject to the same news values as a traditional news releases (note not press release as the name news release acts as a reminder it MUST contain news and isn't just for the press).
It's a low value commodity service to just copy write a press release to a client's brief, accept their amends and direct mail it out. A true consultancy offers expert counsel and stands up to clients that don't know any better. If the PR exec isn't confident doing it, then it needs to be bounced up the consultancy team to a level where the client will actually listen - even if that means it gets to the consultancy MD.
That said there is nowadays sometimes a case for a release that isn't targeted at journalists, but at end users who will find it via internet searches. This doesn't need to be subject to the same news values as a traditional news releases (note not press release as the name news release acts as a reminder it MUST contain news and isn't just for the press).
@wendy mcauliffe - How do we fix a problem that shouldn't have been allowed to arise 30 years or more ago?
@stuartbrucepr - You're spot on. Believe me I've had some very difficult conversations with clients. There's the related issue of how you deal with a US client where releases are parachuted in from HQ.
We're typically doing two versions of releases for clients these days - a release for the media, and an SEO optimised version for the web.
I do think there should be a move to create clear space between a news release for the media and web fodder that's a sop to a third party audience.
@stuartbrucepr - You're spot on. Believe me I've had some very difficult conversations with clients. There's the related issue of how you deal with a US client where releases are parachuted in from HQ.
We're typically doing two versions of releases for clients these days - a release for the media, and an SEO optimised version for the web.
I do think there should be a move to create clear space between a news release for the media and web fodder that's a sop to a third party audience.
I'm a former journalist, with a journo qualification (albeit a degree rather than NTCJ) and I was trained by some great ex-regional and national hacks during my years at Porter Novelli. So, out of most PROs, I'm guessing I should be the one defending the art of a well written press release.
But I can see zero value - other than egos and Google hit counts - of the modern day press release. It's a pointless anachronism.
Short, sharp media alerts for the newswires to make sure you're on the radar of the new desks and targeted one-to-one outreach to the people you should be talking to.
We need to be showing the clients that arsing around over press releases for days on end is not a great way of spending their cash. I have a sneak suspicion though that many clients justify their day jobs by worrying over a release rather than working with their agencies to truly deliver interesting and engaging news and ideas to the relevant media and their consumers.
Am I being harsh?
But I can see zero value - other than egos and Google hit counts - of the modern day press release. It's a pointless anachronism.
Short, sharp media alerts for the newswires to make sure you're on the radar of the new desks and targeted one-to-one outreach to the people you should be talking to.
We need to be showing the clients that arsing around over press releases for days on end is not a great way of spending their cash. I have a sneak suspicion though that many clients justify their day jobs by worrying over a release rather than working with their agencies to truly deliver interesting and engaging news and ideas to the relevant media and their consumers.
Am I being harsh?
Couldn't agree more - social media releases - we don't need them and we don't want them.
Time and effort is much better spent working on a good, clear and concise traditional press release. It is quicker to do and will be far more effective in distributing the information you are trying to get out to journalists.
Time and effort is much better spent working on a good, clear and concise traditional press release. It is quicker to do and will be far more effective in distributing the information you are trying to get out to journalists.
Ultimately shouldn't we just be making sure that anyone who cares can get hold of the core information as fast and efficiently as possible?
Having the information/supporting stuff hosted online (SMNR format/blog/pressroom/whatever) with an RSS feed is essential - and that's increasingly becoming a no-brainer.
Open, honest consultancy is paramount, as ever. No one will be interested in things that aren't interesting or newsworthy, no matter what format it's presented in.
Having the information/supporting stuff hosted online (SMNR format/blog/pressroom/whatever) with an RSS feed is essential - and that's increasingly becoming a no-brainer.
Open, honest consultancy is paramount, as ever. No one will be interested in things that aren't interesting or newsworthy, no matter what format it's presented in.
@Paul Wooding - Content has to be king. That's all journos care about. Chris Green has said as much in his comment
@Chris Green - Are you calling time on the SMR? I've always thought that SMRs add little value for a journo
@middledigit.net - We're in furious agreement.
@Chris Green - Are you calling time on the SMR? I've always thought that SMRs add little value for a journo
@middledigit.net - We're in furious agreement.
Content is indeed king, as is clear communication.
Keep it short, clear and to the point. Journalists appreciate it and it's a method that ensures interest is stimulated and that the key message doesn't get lost under waves of puff and frilly decoration. 95% of the time, SMRs add nothing of substance but take plenty of time to load and navigate in order to achieve the realisation that you've wasted time.
At the very least they should be offered in addition to traditional press releases, not instead of them.
Ideally, let's bin SMRs altogether - the SMR was an idea worthy of investigation, but ultimately, one that has no practical role in the communications merry-go-round between companies, PR professionals, journalists and end users.
Keep it short, clear and to the point. Journalists appreciate it and it's a method that ensures interest is stimulated and that the key message doesn't get lost under waves of puff and frilly decoration. 95% of the time, SMRs add nothing of substance but take plenty of time to load and navigate in order to achieve the realisation that you've wasted time.
At the very least they should be offered in addition to traditional press releases, not instead of them.
Ideally, let's bin SMRs altogether - the SMR was an idea worthy of investigation, but ultimately, one that has no practical role in the communications merry-go-round between companies, PR professionals, journalists and end users.
This is what I have been saying for a long time (although I am willing to give SMRs a chance, as I said in my post of the same title).
Get the messages and story down and don't worry so much about the format.
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Get the messages and story down and don't worry so much about the format.
