Tag Archives: press releases

Social media as a vehicle to amplify press release reach

This interesting infographic about sharing press releases by social media should make it clear why social media should be considered as a key delivery tool for many b2b and b2c businesses alike.

Traditional media generally through e-mail is still key to delivering content to journalists at newspaper, blogs, websites and through forums, and this should not be overlooked.

What will be noticeable is how the use of images, audio and video engage audiences on social media.

While the old line about damned lies and statistics can be trotted out here and there needs to be some qualification, such as the subject of the press release as against it being viewed, nevertheless more enriched content seems to be the right direction PR professionals should be going if using social media to deliver releases.

The Good Agency located

Tom Cheesewright, of I O Communications, all round Internet industry follower, has found The Good Agency’s website.  Those responsible for the Olivia Newton John incident.
A modest quote about themselves from The Good Agency on the site: “How great we are at writing and communicating with our journalists friends,  how fantastic we are at selling in stories and how good we are at coming up with new and sometimes challenging ideas….”

Really?

And they offer digital services and had to rely on Tom to find them online.

Still let’s get back to something important: the PR campaign to keep Sven.

Fax better than e-mail for your news story!

Fax better than e-mail
Fax better than e-mail? A marketer argues an undefendable point?

I thought I would give Jim Symcox, marketer, an opportunity on my world famous blog. Over to you Jim:

First though let me introduce myself…

My name is Jim Symcox I’m a marketing evangelist, business growth coach and the features editor for the Northwest business newspaper “Good Company.” So I understand and use PR myself.

Anyway, so what’s the secret? I can almost see you drooling to find out.

Originally I read about it in a course I purchased from an old PR guru (Paul Hartunian). As I bought the course many years ago I’d assumed the Internet had replaced this method of getting publicity.

In actual fact the method itself is very simple.

Paul Krupin, a well known American PR guru, has done the research that shows 80% of US editors prefer to get a one page fax news release to an email.

So the secret is to fax your news release to the appropriate news editors.
Think about the reasons why fax is more popular amongst a large percentage of editors than email:

  • It’s actually quicker to scan through a piece of paper than an email
  • You can hand-write in points to look into further directly on the paper
  • You can hand over a fax to another reporter to follow-up
  • It doesn’t add to the clutter in your in-box

Now look at the benefits if you use your fax to send editors news:

  • You stand out because fewer faxes are received
  • You can’t be classified as SPAM and removed before you get to an in-box
  • Your release is seen the way you formatted it, rather than how their computer displays it

However, the proof is in the pudding, try it out for yourself and see your results.

I’ve only one caveat – make the release interesting!

“It’s more effective to send releases through the post than email.”

It's more effective to send releases through the post than email.
“It’s more effective to send releases through the post than email.”  Is there another way to make sure your release has a better chance of being used?

That was one of the more intriguing and interesting insights at a recent CIPR / MMU “Meet the editors” event.

Helen Carter, northern correspondent of the Guardian, advised that PRs should send key releases in the post because they stand out against the volumes of releases that can be “lost” in her e-mail. Postal releases are less likely to be ignored or missed.

Not sure about whether this preference applies to many journalists although things can get lost in the deluge of correspondence.

Helen and James Wilson’s (FT) key points are that they do read blogs (Helen more than James). They do use search engines to find stories but blogs can be too slow for some stories as a source.

There is “a shift in thinking” according to Helen. The newspapers have been slow to adapt to the Internet but that is changing as younger readers do not buy many newspapers. The Guardian’s foreign and city stories go on the website first. Podcasting is becoming common as is video camera.

And as Craig McGinty, fellow blogger, says newspapers will be replaced by mobiles to receive news or some other technical device is echoed by Helen. I think this is still open to discussion. The paperless office was touted first in the 1970s and my office is a mess of paper today. I aim to resolve that shortly. Sitting on the fence on this.

Lastly and encouragingly, nationals do pick up local stories regularly and see this as a valuable resource.

Thanks to all those who organised the event.

Now is perhaps the time to test the theory: “It’s more effective to send releases through the post than email.”

Let me knwo how you get on.