PR Studies

Long live the news release!

I know. The traditional press release is dead - pronounced so by BL Ochman over five years ago. Yet I detect a slight pulse and here's the case for resuscitation:

1. The discipline of writing the news in one short sentence is invaluable. Even if you don't use the release, it informs your telephone pitch.
2. The process of drafting and approval should force practitioners, clients and bosses to interrogate their motives: is it more than advertising? is it news? is it a national, local, trade or internal only story?
3. There are more audiences for public relations than the media. Others still pay more attention to 'news' or 'news release' (both are preferable to 'press release') than, say, 'memo'.
4. Companies with no news (ie no news releases on the web) look moribund. As Intel's Andy Grove famously put it, 'there are two types of companies - the quick and the dead'. What's (not) going on at Vodafone?

Comments

Long live the news release!

I know. The traditional press release is dead - pronounced so by BL Ochman over five years ago. Yet I detect a slight pulse and here's the case for resuscitation:

1. The discipline of writing the news in one short sentence is invaluable. Even if you don't use the release, it informs your telephone pitch.
2. The process of drafting and approval should force practitioners, clients and bosses to interrogate their motives: is it more than advertising? is it news? is it a national, local, trade or internal only story?
3. There are more audiences for public relations than the media. Others still pay more attention to 'news' or 'news release' (both are preferable to 'press release') than, say, 'memo'.
4. Companies with no news (ie no news releases on the web) look moribund. As Intel's Andy Grove famously put it, 'there are two types of companies - the quick and the dead'. What's (not) going on at Vodafone?