“When I first began my career in PR more than decade ago, we would e-mail or fax (gasp!) the full press release text to the press. What we see now is new methods of distributing the info, driven by social media. Rather than e-mailing a press release, PR people are sending journalists to custom landing pages created just for that specific announcement, contacting them via Twitter with a BUDurl link to the release, or even directing them to a YouTube video with a message from the CEO making the announcement.”
1) The form of the press release isn’t a one-size-fits-all solution for every channel. “Over the next five years, I think we’ll see three types of press releases that will assist different audiences.”a) A video format with a short description followed by a link to a video giving information on the news from a company source, hitting on the five W’s and also offering sound-bites that can be used for stories or added to a news story.b)The second iteration will be a further evolution of the social press release that is being used today, except more brief and more focused.c)The final is similar to what we see now with company boiler plates, stock quotes and additional information.”2) It’s going to get shorter; link to more sources; be focused on simplification and explanation; and it’ll come in many more flavors. The press release of the future will deliver its content in text, video, SMS, microblog and podcast form, to any choice of device, whenever the reader decides.3) Mass social platforms, like Twitter, Facebook and LinkedIn, will continue to be important on some level, but niche, industry-specific networks will be of greater value in the future.4) Once the industry settles in to a standard for finding the right platforms for each of its clients, the next step is measuring success. The PR industry is moving from placing importance on broadcasting to highly valuing monitoring and measurement: “the tools that can tell you what happened to your message once it got out there.5) There is a growing demand for social platforms that make it easier for journalists and PR reps to contact one another. Help a Reporter Out (HARO), PRNewswire’s ProfNet, NewsBasis, and Media Kitty are all enabling the communication lines to run in both directions.Here’s the link to the full article more to come.