1 / 8

Is the news release dead?

Is the news release dead?. PRAM Presentation June 19, 2014. Many are poorly written Long, boring, lacking facts, too much work for the reader Not attention-getting Irrelevant headline, subject line, key words Not well-distributed/not targeted No news Ill-timed

hua
Télécharger la présentation

Is the news release dead?

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Is the news release dead? PRAM Presentation June 19, 2014

  2. Many are poorly written • Long, boring, lacking facts, too much work for the reader • Not attention-getting • Irrelevant headline, subject line, key words • Not well-distributed/not targeted • No news • Ill-timed • Sound too much like advertising • No images/links/supporting materials Reasons why releases fail

  3. They are one way to TELL A STORY (not the only way) • Sometimes, they force decision-makers or clients to focus on key message(s) • They are authoritative—your organization is the source • Search engines and social networks find them • They provide historical record • They get picked up by media • You still need content • Creates exposure and credibility Getting results How and why news releases can be effective

  4. News releases with one visual element got a 92 percent increase in visibility vs. text alone • More than one visual element = 552 percent increase in visibility • Multimedia releases (with links to campaign microsites) = 5,092 percent increase in visibility • Still, 86 percent of releases did NOT include visuals Visuals Work 2013 review of 1 million news releases in system

  5. Robust online newsroom and organizational website • Video • Blogs • Social media • Relationships • Other strategies Use all the tools you have

  6. www.stories.wellsfargobank.com www.coca-colacompany.com www.americanexpress.com/us/small-business/openforum/explore/ Brand Journalism

  7. Brand Journalism Is this just a new twist on an old concept? Walnut Grove Feed Co. newsletter from 1960s Company published and sent to customers

  8. Is the news release dead? Thoughts, Questions, Discussion

More Related