When reading an article on 'Why Press Releases are Effective Communication Tools', I was struck by the message because in this age of fast knowledge and short attention spans, the guest blogger was saying some of the honest truth.
It is a fact that reporters, bloggers, and producers in the media use press releases to craft their story pieces. When written effectively, and properly, press releases will have the who, what, when, where and how of a story - no matter what. It should be written in a way that conveys timeliness and employs a news hook that will reinforce an emotional appeal to the audience and the reporter in order to enable the publishing of the story.
Press releases are an extremely important part in the publicity process here at our Chicago PR Firm. They support our strategies, instead of being the primary tool of publicity. Simply sending out the release will not get you the results you want.
The best publicity results will come from pitching the press with persistence and giving the media something to actually write about; something that will appeal to their audience and that will benefit the company the press release is about. But that's not the point of this post.
Social Media has shortened the attention span of our society to write and even read press releases or any written material in general. Reporters aren't spared from this epidemic. It is a rare day that a reporter reads a press release that is sent without some sort of lead-in or nurturing. They simply don't have the time.
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