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In a way, PR is one of the original forms of content marketing. PRs do plenty of things, of course: publicity, reputation management, and media relations, to name but a few. But the heart and sole of PR has always been planting stories in the media: in newspapers, magazine, television, and radio. With the exception of “the exclusive,” the primary tool in the arsenal for planting stories has been the press release—a brief, persuasive, one- or two-page document intended to persuade its journalist recipients that the topic was worth their time, attention, and coverage.
Press releases don’t work that way anymore because they’re no longer a private, one-to-one communications channel. (Once upon a time, releases were mailed, and later faxed, to newsrooms.) In an age of press releases distributed over wire services—wire services that are immediately picked up by all the major news services including Google, Yahoo, AOL News, and Bing—the second a press release is released, the PR practitioner has already broken his own story. It’s hard to persuade people in the news business to pick up “news” once the story is already “out there.”
Press releases don’t work that way anymore because they’re no longer a private, one-to-one communications channel. (Once upon a time, releases were mailed, and later faxed, to newsrooms.) In an age of press releases distributed over wire services—wire services that are immediately picked up by all the major news services including Google, Yahoo, AOL News, and Bing—the second a press release is released, the PR practitioner has already broken his own story. It’s hard to persuade people in the news business to pick up “news” once the story is already “out there.”
Press releases don’t work that way anymore because they’re no longer a private, one-to-one communications channel. (Once upon a time, releases were mailed, and later faxed, to newsrooms.) In an age of press releases distributed over wire services—wire services that are immediately picked up by all the major news services including Google, Yahoo, AOL News, and Bing—the second a press release is released, the PR practitioner has already broken his own story. It’s hard to persuade people in the news business to pick up “news” once the story is already “out there.”
Press releases don’t work that way anymore because they’re no longer a private, one-to-one communications channel. (Once upon a time, releases were mailed, and later faxed, to newsrooms.) In an age of press releases distributed over wire services—wire services that are immediately picked up by all the major news services including Google, Yahoo, AOL News, and Bing—the second a press release is released, the PR practitioner has already broken his own story. It’s hard to persuade people in the news business to pick up “news” once the story is already “out there.”