Journalists receive a glut of news releases every day yet may only use 1 or 2 a week. If you couple this with the information that recent figures show that 90% of news releases are never used, it really does beg the question: is the news release dead?
There is still a place for a news release in your marketing but the days of relying on them as a means of gaining media coverage is over. The usefulness of news releases is definitely on the decline as more and more businesses are turning to new ways of delivering their newsworthy content, e.g. Twitter, Facebook, LinkedIn, smartphone applications (apps), blogs, videos, etc. If you just send a news release you are in effect saying that your main target audience is the journalists you have issued it to – is this true?
Effective PR is what gets your business talked about and this is more than just media coverage. Promoting a business these days is about engaging your audience, not just telling them what you want them to know (conversation rather than a one-way broadcast), so news releases on their own just don’t cut it any more.
So, what do you do to promote your business?
Do you send news releases to the media? If so, what success rate (in terms of coverage do you get?)
I would love to know what works for you. Share your experience here so other readers can benefit – post your comment below.