4 outdated press release practices
Over the decades, publishing has largely transitioned from print—requiring ample lead time—to the instantaneous nature of digital channels. So, too, has the way PR pros seek news coverage.
The press releases of 2015 look very different compared with the announcements PR Newswire first distributed in 1954.
Today’s high-octane press releases include digital assets, well-placed links, great headlines and persuasive calls to action. They’re also easy to share on social networks and easy to find through online search.
Yet our editors still see diehard news release practices that are no longer necessary in today’s digital world.
‘For Immediate Release’
Many public relations practitioners were taught to include “For Immediate Release” or “Embargoed until XX:XX” at the top of their press releases to tell journalists when the story could be published.
From a digital point of view, when press releases are distributed via a commercial service, they’re assumed to be for immediate release. That’s why PR Newswire removes that line from every release we process.
When a press release goes live online, it’s ready for immediate use by journalists, influential industry figures and other audiences.
Embargoes
Once a press release lands on an editor’s desk, it’s usually considered fair game to publish. Because of this, embargoing information has its risks.
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