The news release is dead…long live…
Posted on May 24th, 2006 by sherrilynne
Todd Defren has posted a Web 2.0-based news release template on his blog. Reaction seems to be generally positive, with some taking a “wait and see” attitude.
The idea is to ensure all new media needs are met with one document. It’s a good idea and should cut down on some to-ing and fro-ing during the pitch process.
But I’m with Susan Getgood when she explains that the news release is just a tool…what we really need to keep our focus on is telling our stories well.
What do you Strivers think of this new format? Nicola and Ray, I’d love to hear the journalist perspective on this new format.
UPDATE: Check out Hacking Cough for feedback from the reporter side of the equation.
Filed under: public relations
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Story telling!
Susan, you sound like my friend Valerie Geller!
http://www.gellermedia.com/
If you’ve heard all news and talk radio around the world chances are Valerie worked with these stations. She’s a “salt-of-the-earth” kind of person. And, she’d be perfect for Strivers to get to know as she travels around the world weekly.
Check out Valerie’s bio, services and sample her writing at the url that I posted.
Keep in mind that what works for broadcasters works for all of us—Shake off the cadence you learned in the starched-shirt world of the cover-your-buns corporate community—and be for real!
And, ask me about former Texas Lt. Governor Ben Barnes. I’m setting up radio interviews for his book tour (www.barnburningbarnbuilding.com for more on the book.) I accompanied him to the Jim Bohannon Show last night and he’s a natural.
Got to run!
Rita
Tools are nice, but even the most high-tech hammer won’t get the job done in the hands of someone who doesn’t know how to strike the nail on the head. It’s all about relationships and trust. If your skills are first rate and you truly understand the media and their needs, you can establish relationships quickly due to your obvious expertise. My clients don’t give a damn what I use to get the word out. Sometimes it’s an honest-to-goodness drop-in or phone call. How low tech of me.
Gayle,
Tools are meant to make OUR job easier.
But, you’re right, our clients don’t care how we do the job, just that we do it and they get their money’s worth!
Good relationships do work best. So, use the tech toys, er, tools because you think they are neat and they help you ‘carpet bomb’ a message to select audiences, and of course, follow up with your relationships. Use these tools because its easy for a “newbie”, 20-something to learn how to use them. But, do teach the kids in the business about the low-tech stuff that’s tried and true–and yes–not an added expense for you or, ‘under their radar,’ the client.