Still Plenty of Life Left in News Releases
By Nehlsen Staff 12.16.09
Despite public relations publications and media mavens declaring the news release an outdated communications tool that will soon be extinct, a recent poll of media professionals by MediaPost found that 49 percent of PR professionals found the news release “as useful as ever”. I couldn’t agree more.
News releases and media alerts still bring excellent results for our clients when used as a tool in an integrated marketing plan. I will often pitch a story to an editor and they will say, “Sounds great! Send me a news release so I can look it over.” And news releases are now easier than ever to put in the hands of reporters and editors worldwide with tools like Cision, the global provider of media resources we use at Nehlsen Communications.
Here’s one fact that many news release naysayers have overlooked. I have found that during the current recession, overtaxed editors working with a reduced staff appreciate news releases the most, since much of the story’s initial, time-consuming footwork already has been covered. There isn’t as much staff time for press conferences or location coverage as there was in the past.
A well-written news release lays out the facts in chronological order and answers the essential questions of who, what, where, when and why. Plus, reporters can get a good idea of who they can interview and what those potential interview subjects would have to say.
So, no need to mourn the passing of news releases just yet – they are still alive and kicking.
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