Why the Press Release in Dead – From PR to RIP

Two words. Press. Release. Press releases are a relic from the past. Think about it. Who wrote the first press release? Why did he write it? There was a time when these mattered but not today. Why?

Let’s look back for a moment.

In the 1950s, a car company would write a press release.

They’d send it to the car trade magazines and the bigger newspapers.

If they had money, they paid PR companies to get it on the news wires.

Trade magazines would write about it..

People would but the trade magazines.

People would make decisions based on what they read.

They had no other choice. That was how information flowed. But that was the 1950s.

Fast forward to 2010 and think about today.

What do you do if you want to read about Disney’s new summer release?

Where do you go? Trade magazines and print versions of papers are dying. I read the FT and the Guardian online. But I don’t but them unless I’m in an airport or on a train. Now, I can get them delivered to my Kindle or mobile device.

How good is it?

If you want to know go to Rotten Tomatoes to see what others think.

How well does it work?

If it’s tech related, go to TechCrunch, Digital Inspiration or DownloadSquad.

What does it look like?

Flickr and other photo communities have the latest shots. They show what it really looks like – not slick photos with mult-cultural models all posing and shiny, white teeth.

What does it do? Can I see it in action?

Sure, go to YT and see folks put it through the paces. They won’t hold back – why sould they? They don’t work for the PR

This brings us back to the original point. Why do companies send out press releases?

It’s all they know how to do.

It’s the traditional way to do things.

They don’t get Facebook, Bebo, Digg or Twitter.

They’re afraid to change.

and

They’re too old to change.

Why?

If you have been to university, studied journalism for 4 years, written press releases for 20 years, read newspapers for 40 years, and then told to stop, turn around and try something new.

Be honest – do you think you could? I couldn’t.

But you still need to get your message out there.

How do you do it?

Listen – join the social media groups and see what’s going on.

Join in – dip your toe in the digital water and see what happens.

Ask – talk to people and ask them what they think of you company.

Be ready.

They are not paid to flatter you. But they will tell you want you need to hear.

Are you ready?