4 alternatives to a press release
As many members of the media turn away from traditional models for sourcing stories, how can PR pros reach them? Try these tactics instead.
Are you still relying on a press release to do your heavy lifting?
You’re sitting in a conference room talking about an announcement your company needs to make, you say, “We need a press release!” Wheels are set in motion, someone on the team takes on the assignment, and now your team is crafting something to send to media before you’ve even decided if it’s the right approach.
News releases were once the go-to tool for PR professionals needing to share news about their client or organization. In today’s media landscape though, things have changed. News releases still have a role, but they aren’t always the best method for getting the word out.
Getting someone in a newsroom to read an entire news release is a tall order. Plus, those people in the newsroom might not be your target audience. You need to customize your message – and the way you deliver it – in a way that really works for the story you’re trying to tell.
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