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Reports of the Death of the Press Release Greatly Exaggerated? August 30, 2006

Posted by The PR Cassandra in Posts.

As noted in the previous post – there is currently much discussion about the fate of the PR staple: the news release or press release. 

Longer approval cycles due to corporate control designed to reduce legal liabilities and increase brand equity, are holding up product and company news that is coming at a faster rate.  With time-to-introduction so reduced, it is getting harder to schedule a release for a certain date and then back up for pre-promotion, so the media aren’t getting old news or news thrust upon them without time to react.

Yet, the amount of news release volume seems to be exponentially increasing for a number of reasons:

1.  SEO links back to one’s web site

2.  Company web sites becoming self-publishing information sites that require fresh news

3.  Web sites that aggregate daily news

4.  The growth in low-cost web-based news distribution services

5.  The demand by upper management for quantifiable results (“we want to see 20% more news announcements than last quarter” – I’ve heard that more than once)

6.  Online access to virtually any journalist or blogger

and other factors.

Yet, as innundated as the media are with news releases, they often rely on them.  One week pre-promotion time is about as much as PRs are going to get, so we make the most of it. 

Large enterprises with major PR budgets (40k/month and up) can afford to hire large PR firms who can put a team of people on to alerting media to future announcements, along with information or access beyond the release itself. 

Start-ups, non-profits or emerging growth companies are often better off with a smaller, more strategic boutique PR firm (a category in which Agora falls) or single experienced PR contractor who can alert a smaller group of influential media, bloggers, pundits and industry analysts, that can achieve corp PR goals while remaining within a much smaller budget.

We’ll continue to discuss this. 



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