The Mighty Press Release
A recent story prompted comment from former journalist Neil Hershberg, Business Wire's Vice President, Global Media, who has spent three decades in the news industry. The
following is excerpted from his correspondence:
"PR News' March 26 feature on the "State of the Media" ignored the vital role that press releases play in virtually all newsrooms. Press releases remain the bedrock of most
news operations, and recent technical advances have increased their value to journalists and consumers alike. [They] have kept pace with technology, evolving into dynamic,
multimedia modules that include audio and video components. Full-text news releases now appear on all the major news portals and online services, including AOL, Yahoo!, and
MSNBC.com.
With fewer stories being generated specifically for Web sites, many publishers are seeking to fill the editorial void through content-sharing arrangements via leading Internet
syndicators.
The ability for the PR community to communicate directly to the consumer and other target audiences has never been easier. There [is] no substitute for media knowledge,
personal contacts, enterprise and initiative -- most effective when used in conjunction [with press releases] -- the true hallmarks of the PR professional."