The Death of the Press Release? June 5, 2006
Posted by The PR Cassandra in Posts.add a comment
Editors have told me that they get an average of 300 news releases a day in her/his inbox. Business Wire, I believe, averages some 600 technology announcements per day – and that doesn't include all the other web-based news distribution services – some free, such as PR Leap and some pay plus free like PR Web.
It's the sheer volume of releases being generated that makes me think of the lyrics in a Police (Sting) song "too much information running through my brain, too much information driving me insane." Surely, this rainstorm of releases has to start degrading the value of a release.
I believe, as we see in the trade show business, that clients who want a news release to stand out, need to start looking at distribution methods and search engine optimization techniques that are more targeted.
For example, for Christian news, there are Christian news services such as Assist News Service and Christian News Today.
Perhaps its time to rethink how press releases matter in a world of "too much information."
