Yesterday, PR Moment tweeted about a piece of research that stopped me in my tracks: In this day and age of 24/7 news, I couldn’t believe that the vast majority of PR professionals still take the time to write a press release for every campaign.
There’s no denying that a well written press release for a straightforward story can translate into editorial coverage, but we all know that journalists receive so many emails each day, they simply can’t read them all. So why is the PR industry still relying on this approach?
When we’re talking to the press about an important issue, isn’t it time we utilised some of the other tools in our arsenal?
Wouldn’t it be better to pick up the phone and pitch certain stories with photos, video or the offer of an exclusive interview to hand? Wouldn’t it be smarter to give the press your information in a creative way and let them craft the story with their own words?
By all means keep producing press releases to put on your website and help with your SEO, but don’t forget that you have much more to offer in the way of real media relations.