Press releases no longer are just pieces of paper mailed to editors.
Getting a share of earned media is more challenging today than ever. New strategies for gaining earned media are required. Why? Because there are fewer column inches which can be allotted to editorial space due to fewer advertisers. Add in the dominance of social media as the preferred channel for many and you have a reason to think beyond the black and white press releases of yore.
The NY Times spotlights a few great examples of creative press releases and information distribution that have received traction. Just imagine, your release, not your news can make news!
According to the NY Times article:
Press releases were created to break news, not make it.
But in an era when buttoned-up corporate culture is giving way to hoodie-clad executives and job titles like “chief happiness officer,” some companies are finding that nuts-and-bolts announcements with arcane financials and canned quotes don’t send the right message.
Read the entire story: The Press Release Gets Poetic – NYTimes.com.
Photo credit: flickr user Orin Zebest