Is the press release dead? You know what I’m going to say. However, there was actually a declaration made by Simon Dumenco at AdvertisingAge yesterday that the press release is officially dead.
And why? Because celebrity reporters have turned to Twitter to get real time news. Also JetBlue skipped an official press release about its flight attendant melt-down situation and instead posted to Twitter. The article also points out how BP issued a formal press release apology but didn’t go to Twitter therefore leaving themselves wide open.
I’m thinking this guy has never been a real reporter. Reporters–even the millennial type–rely on press releases. Twitter is fine and I’m all over social media for my Beach Betty PR clients. But for my job as a reporter I still rely on press releases. Twitter and other forms of social media are wonderful for quick consumable soundbites and celebrity real-time news that quickly reports on the fact that Lindsey Lohan picked her nose, then moves to what she’s eating at lunch.
Social media is also great for networking with reporters and pitching them a story. However, unless you are feeding them a groundbreaking, juicy tidbit, most reporters are going to want the long version. I get inundated all day long with emails pitching a story. Usually they are one or two lines asking “Would you be interested in a story about …” To which I reply, “Send me a press release.” Why? Because no matter how poorly they are written, I don’t want to waste my time tracking down every possible story idea that more times than not is going to be about someone’s enchilada bake sale. I want the details. I want to know why it’s important that I stop working on the story I’m writing and talk to someone about their story idea.
Again, this goes for most story pitches and announcements. Not all of them. The really groundbreaking news never comes in the form of a press release. Then again, the really groundbreaking news doesn’t happen with great frequency.
Here are few reasons why the press release is still relevant:
- It gives reporters easy access to the facts, the who, what, where, when and why
- Reporters are too busy to track down every vague lead. A press release gives us something more to go on.
- It lets us decide how newsworthy the story idea or pitch is. Sometimes stories are turned away because the person pitching the story emphasized something that the reporter didn’t think was important while neglecting to mention the item the reporter thinks is the true story. Having all the facts lets us decide.
- Having contact information available lets us know that it’s probably credible, especially after we verify it. A social media post is too easily manipulated by anonymous sources.
- A press release is a means for the little announcements to get noticed. You may not be a high-profile celebrity, let’s face it you probably aren’t, but you still want some attention for your newsworthy item. Do you think some big-time reporter is going to jump on it because you tweeted about it? No. Because he is watching Lindsey pick her nose. A press release across his desk is a tangible, physical thing, that in a world of social media stands out because it’s different. Different but definitely not dead.