Why are we still writing press releases?
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"Why are we still writing press releases" is a 2014 conference presentation exploring the relevance and changing landscape of published news articles in higher education public relations efforts.
Why are we still writing press releases?
- 1. Why are we still writing press releases? Gregory E. Kie @GKie
- 3. Are we changing with it?
- 4. A Facebook post probably reaches your target audience more effectively
- 5. We can learn a lot from the changing landscape of The New York Times.
- 8. We are writing in a style that died along with blast faxes
- 9. 90 percent of everything is crap. - Sturgeons Law
- 10. If you throw enough crap against the wall, some of it is bound to stick. -Something I learned at #SUNYCUAD
- 11. Too much crap brings about a bigger problem: Lack of Discovery
- 12. So why are we still writing press releases?
- 13. Answer: My supervisor, vice president or college president told me to.
- 14. Lesson: Avoid Marketing Language
- 15. For our purposes, marketing language, exaggeration and aggrandizement are of little value and require work to remove them. Craig Frielich, northcountrynow.com
- 17. Never discount local outlets Its easier to republish a news article once its been recognized. Upsell your news based on previous coverage.
- 18. Case Study - Kevin Manne @k3v2
- 19. It went bonkers.
- 20. Dont write the story for us or use cute lead-ins. Provide the information in a concise way and let us decide. Paul Riede, Syracuse Media Group
- 21. We should write NEWS releases, not PRESS releases.
- 22. We should NOT pepper every media outlet with every release
- 23. Social media cannot be an afterthought, it should be integrated into the press release strategy.
- 24. Watch what you put out on the wire. Does a story about two staff members sponsoring a bowling tournament need national attention?
- 25. Remember the inverted pyramid
- 26. Use readMedias Merit to send targeted student news releases
- 27. Above all, know your audience. Then write for them.
- 28. Always include a picture
- 29. When you can write the type of press release that is aligned with the news medias own goals and needs, they'll not only print the release but thank you for it. Colin Matthews, CEO, readMedia
Editor's Notes
- Lets take a look at The New York Times as an example - I like to pick on them because they didnt respond to my inquiries for this presentation