Press releases are dead, long live the news release

The press release is no longer just for the press. In today’s online world it is a way of communicating directly with your audience (customers, partners etc…) by supplying the online news services with content so that people will find you when they are looking for companies like you. In fact, the “press” release is a pretty bad way of communicating with the press, most journalists ignore them as they get too many and they know everyone has received the same one.

So just take the “news” release for what it is, a release of news to everyone. Craft it carefully so your key words and phrases are included and get it out online. so when a real journalist or blogger is researching your field, they find you by hitting on the content you created. And don’t just do one release a month, write more short pieces, even very week, just updates on your company, comments on the market, agenda setting thoughts on your sector. Also make sure your international offices get them too so that it gives ideas they can adapt and amplify locally. But don’t send them unsolicited to journalists, just the online news sites, journalists deserve the personal approach. So create the buzz, then you may get the bang.