Zoetica Media

  • Home
  • Services
  • Speaking
  • About
  • Resources
  • Blog
  • Contact

The Real Issue: Press Releases or Distribution?

January 26, 2006 by Kami Huyse

Share this:
Twitter0
Facebook0
Google+0
LinkedIn0

As a follow-up to my press release about the demise of the press release, I have some closing thoughts.

Talking about a tool, such as the press release, as if it is the crux of all PR woes, is misguided. In the end it is just that, a tool, and you either use it or don’t based on the situation. The core issues are the professionalism of those who practice PR, for which I think training and accreditation are good steps; and the other is the issue of distribution, as Amy Gahran and Todd Van Hoosear of Topaz Partners have so ably pointed out with the FCC issue, and Jeremy Pepper points out nicely in recent posts about Business Wire being acquired by Berkshire Hathaway and the overall wire service industry.

We are moving to a new model of distribution. However, I think it will be awhile before a critical mass of non-tech media move to adopt RSS as a distribution channel. Of course, the more companies who offer it, the faster the adoption rate. After all, it was less than ten years ago that we pondered if we should send our information to reporters via fax or e-mail?

Sometimes Press Releases are Welcome

In my role as a trade press editor for Modern Homes, I use press releases every day. In fact, yesterday, I was talking with a PR guy who pitched me on some ideas and I asked “Do you have a press release about that issue?”

We also have two sections, a personnel moves section and a new products section, that I can’t accomplish without press releases. No pitches please on these sections, I just don’t have the time. It is a bit of a pain, but our readership survey’s show that these two sections are some of the most popular. I do prefer pitches when it comes to features, because I am unlikely to cover a company unless it is illustrative of an industry trend.

PR 101: How do they Want the Information?

Most reporters and editor do want your information. Have you asked your contacts how they would like to receive it?

If you call me I will tell you, I want on-target releases, I want pictures to accompany them and I hate faxes! And yes, I still get them occasionally. I like soft copy because if I decide to use it I can cut and paste and start my usually massive editing of words like award-winning, industry standard, leading, and so on. Does the marketing department write most press releases these days?

I realize bad PR happens, I get wildly off-base stuff every day, but I still want the relevant press releases. Quite frankly, I have a bigger problem with the spam selling me cheap prescription drugs and enlargements for body parts I don’t have.

Giving the Media Options

I love a good Online Press Room. There have been times that we don’t get enough on-target press releases and we reach out to the pressrooms of companies in our industry. Most have one, but none have RSS feed. If they did, I would subscribe and teach my other editors to do the same. Once I got there, I would want the press release and all relevant pictures in hi-res format (300 dpi, 4×5 or bigger).

The Press Release Has Left the House

Maybe, but honestly, we need a common format in which to put information that can be easily searched and organized. The blog isn’t yet this source, since as we all know the archiving issue isn’t 100 percent intuitive. So, it may be that we get everyone to agree on a new standard, but until that time the press release will be with us.

(Update: Mike at Mike's Points also lists a few situations where a press release might be warranted.)

Tags: Press Release|Tactic|Tool||PR|Public Relations

Filed Under: Featured

About Kami Huyse

Kami Watson Huyse, CEO of Zoetica, is passionate about great communication. Working in Public Relations since 1994, and blogging since 2005, she has seen trends come and go, but one thing has stayed the same – people are looking for ways to authentically connect. She loves to connect with readers, so leave a comment or follow @kamichat on Twitter and connect there.

Subscribe to get the newsletter and premiums

Enter your email to subscribe:

  • LinkedIn
  • RSS
  • Twitter

About Zoetica

Zoetica Swish SmallWelcome to Zoetica! We are an experienced team of communicators led by Kami Huyse who are dedicated to teaching you how to bring your communication to life with sound strategy, community building and solid success measures. Check out our blog, Zoetica Talks, browse our Resources, and check out our Sevices.We can't wait to get to know you better.

Recent Posts

  • Which Social Media Platforms to Use for Business in 2023
  • Creative Professionals, Get Ready for the Artificial Intelligence Takeover
  • The 5 Social Media Trends That Will Shape the Industry in 2023
  • The 5-Part Visibility Plan That Will Help Promote and Grow Your Business
  • Are You Ready for AI in Creative Work?

Zoetica in the News

5 Tools to Measure (and Manage) Reputation in Complex Environment PR News Byline

2014 trends for public relations, marketing and social media | Business | Kentucky.com (mobile mention) 

Digital PR & Social Media Guidebook – Contributing Author

How Communicators Can Get Started with PR Measurement, PR News Mention

Proving PR’s Value in the Age of ROI—How to Tie Results to Corporate Objectives | Bulldog Reporter (Speaker)

A Gnawing Crisis in PR: Measuring The ROI on Social Media Channels, PR News Byline

Named as one of AGBeat's top 50 industry influencers in 2014

Will Houston B2B companies answer the social media call? - Houston Business Journal

Social Media Measurement Twitter Chat: Evaluating Impact of Social Media on Foundation Outcomes (with tweets) · RWJF (Moderator)

Top 100 Social Media Power Influencers in Houston 2013

Named as one of 30 PR Experts You Should Follow on Twitter by e-releases

BusinessWire Congrats for Making the Top 100 Women on Twitter

Posts by Topic

Zoetica Talks

 

#SMBHOU

Influencer Outreach

Best Ranked

Measurement

Book Shelf

Nonprofit and CSR

Community

Online Ethics

CoolTools

Social Media Tactics

Crisis

Guidelines

How To

Social Networks

Humor

Speaking

Trends

Strategy

Latest Tweets

Tweets by @kamichat
© Zoetica, LLC | Disclaimer | Terms & Conditions | Privacy Policy

Copyright © 2023 - Zoetica Media · designed/developed by Petersen Media Group