Alternatives to the Traditional Press Release

With social media, the Internet and technology in general changing the ways we do almost anything, the days of the standard press release may be behind us. Here is a look at the latest trends being used to deviate from the traditional press release.

Social media release: There are various Facebook applications, such as pressreleasepoint, that are used to distribute news and press releases to the media. The same is true for Twitter, where designated Twitter accounts, like PR PressAbout, offer free posting of press releases. This allows reporters to access such sites for story ideas, and for PR professionals to publicize their client to a vast audience and for free. Posting releases on blogs are another idea and allow reporters and readers to make comments and ask questions.

Video release: Videos work well for a client, product or event that deals a lot with imagery, such as fashion.

Bulleted release: Using bullets gets your points and message out quickly. Using bold, underlined or quoted words can help highlight text as well.

Infographic release: Infographics are visual representations of information, knowledge and data. Used as releases they stand out from print news.

Website release: There are many websites that are solely for the distribution of press releases. Some include 24-7 Press Release, 1800PressRelease, Business Wire, Express Press Release, and i-Newswire.

Picture release: Sending a picture with just a caption or blurb can entice reporters to want to know more.

Not directly promoting the client: The “alternative” press release announces a service and an accomplishment, but then goes a step further to create value by explaining what tactics were used and why they were successful, and how the audience can replicate them. This is especially important with social media because social media is all about sharing and interaction!

Following a 10 second rule: People are bombarded by textual information everywhere and are too busy to read lots of information. You must grab their interest in the first 10 seconds they begin reading, otherwise you will be skipped over and ignored.

This guest blog was written by PRowl Public Relations staff member, Trish Wyatt.

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