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.
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….”
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.
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.
Manchester PR agency offers communications advice, practical support and implementation.