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The Next Generation of Press Releases

Press releases have been used for over 100 years, ever since Ivy Lee, considered a founding father of the PR industry, sent a direct statement to journalists regarding the disastrous 1906 Atlantic City train wreck. Since then, press releases have been used as a primary source of information for journalists and a great tool for companies to share their news. But a lot has changed since 1906, and so have press releases. Here are some new perspectives to consider.

1. Think of your press release as a news article.

It’s time to rethink your understanding of a press release as a means to get a great article written about you. Instead, think of your press release as the article itself! A really well-written article makes an overworked journalist’s job much easier and is thus more likely to get picked up, especially if you have a hook, an angle, and a compelling story. This leads us to point number 2…

2. Even if your news doesn’t get picked up, it’s still published.

This is one of the great things that has changed since the early days of PR: even if no journalist decides to write about your news, thanks to online PR services like PressKing, your press release is still published online. Social media also enables the sharing of your press release, meaning that any news you write has a chance of going viral, and the better your news, the higher your chances. Speaking of which…

3. If your news isn’t newsworthy, don’t bother.

We know we’ve said this a million times, but it’s especially relevant here. There’s a reason why journalists have jobs: they write well and know exactly what kind of news their readers want to read, so if you are hoping to bypass the journalist-middlemen, your story better be seriously good. Your news must have real value that encourages your readers to act, whether that is to visit your website, check out your Facebook page, or even make a purchase.

Technology has evolved immensely, and with it has the PR industry. Keep these ideas in mind when writing your next press release and make the most of your online PR efforts with PressKing.

Our best,

The PressKing Team

Thu 15 Nov, 2012 - Bertrand
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