Should we put the news release on the DNR list?

This week marks the 100th anniversary of the news release. I wonder how many news releases will be issued to tell people this nifty little fact? If you're thinking about celebrating this milestone in some way, I'd like to suggest you buy a box of Godiva chocolates and send them to me right away.

Since I believe we need to re-evaluate what we're doing at least every 100 years just to see if we should keep doing it, now seems like a good time to ask the question, "Are news releases still relevant?" I think they are; however, we're already seeing a quick shift to getting the news out by word of mouth and I think it won't be long until WOM methods eclipse the standard news release significantly. (BTW, here's some trivia for you - did you know that NEWS is actually an acronym, rather than a word? It stands for North, East, West and South. Information comes from every direction; hence, it's news.)

For the forseeable future, we'll continue to use news releases to build awareness among the mainstream media, but businesses that fail to recognize the power of WOM will soon find themselves standing on an island wondering where everybody went. It's the combination of news releases and digital communications that will drive the awareness needed to rise above the clutter.

That's why it is imperative that PR pros and the businesses they represent learn to maximize the great tools available to us, such as blogs, search engine optimization, wikis, AdWords, RSS, etc. The fact is, the mainstream media is turning to digital media, such as blogs, on a daily basis to find sources, get story ideas and learn what the users of products and services think about them.

The standard news release is simply a one-way communication vehicle trying to duke it out in a two-way world. So when you are considering working with a PR firm, or you're a PR pro who represents a business, make sure your digital strategy is rock-solid. After 100 years, we should all have the news release thing down just fine.

Comments

[Sterling Hager]

You're 100% right: it's the combination that will win. I sense you found the press release anniversary celebration fueled in large part by a press release wire service somewhat transparent. I did, and wrote about it on our blog. Interestingly, it led to an interview with Crains Detroit Business. So news about the news release is news I guess. We now use news releases for private relations... we make sure customers, prospects, partners and client VIPs see them. We blog about them. And we do a limited media distribution to known contacts with a known interest. Saves time, saves money, gains traction, and puts the news release where it belongs on the priority list of things to do.
Nice post from you. Liked it.

[Gene Griessman, Ph.D.]

Beautifully written and timely piece.

I love your new blog and am honored to be listed on it.

All the best, Gene