Digital releases have a long way to go before becoming a viable local news source
In the first few weeks of my new job at readMedia, I’ve been learning a lot about the role press releases play in our clients’ local media relations strategies. Although many PR and media bloggers have decried the death of the press release in favor of new tactics like the social media release (SMR), those claims are premature from what I’ve seen.
Discussions about social media releases (pdf) seem to come from big brands launching new products and their attempt to get feature coverage. It was no different when I was reading “Putting the Public Back in Public Relations” by Brian Solis. From Chapter 8:
Most news releases are driven by product development, which can cause an inward and narrowly focused view from life inside the company.