In a Dec. 6 PR News webinar on writing relevant, share-worthy press releases, Myra Oppel, regional communications vice president for utility company Pepco Holdings, and Jana Telfer, associate director, communication science, for the Centers for Disease Control and Prevention, tackled the thorny question of whether the news release is dying—or already dead. Their answer: it’s toast.
That is, if you’re talking about the stand-alone news release unconnected to a larger PR strategy, sent scattershot over the wires at a random time.
“The press release is not what it used to be,” said Telfer. “It doesn’t have the all-encompassing role it had in the age of typewriters. Nevertheless, a release provides an incredibly useful repository of information for journalists. You just have to be much more judicious and rigorous in how you use them.”
“News releases are evolving, the same way media is evolving,” said Oppel. “Releases have to be targeted and go to the right person. You’ve got to sell it hard with the email subject line, headline and lead. But releases will be perennials as long as there are journalists on the other end. They will still depend on them.”
That leads to another question. Let’s assume that the news release—properly structured and written so that each sentence adds value—will remain a useful, condensed repository of information for journalists. They will always need them—as long as there is a “they.” So the question should be, for how much longer will there be working, salaried, professional journalists who even know what a news release is?
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