Standing up for the press release

Social Media Club responds to comments by and Robert Scoble about the value or otherwise of traditional and “social” media releases.   I’m not the biggest fan of the 100-year old public relations tactic that now involves millions of releases distributed and deleted daily.  But the fact remains, journalists (and now bloggers) require information in a clear, written format and organisations need to ensure approved, verifiable information is “released” (often for specific legal reasons).   

There is much merit in conversations between organisations and people who are interested in or affected by their activities.  This dialogue may involve direct discussion or be mediated by PR professionals and bloggers/journalists. 

Such two-way communications actually involves one-way transmission of information between people in the conversation – and representatives of organisations may be expressing official views that need to be consistent, approved and circulated to as many people at any one time as possible.  As such, a number of aspects of the PR release continue to make it a vital tool to that end.

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Heather Yaxley PhD

Dr. Heather Yaxley is passionate about sustainable careers, reflective practice and professional development. I am a rhizomatic educator, practitioner, consultant, academic and scholar. As a qualified academic, I teach the CIPR professional qualifications with PR Academy and have experience teaching at various Universities. I run the Motor Industry Public Affairs Association (MIPAA) and my own strategic consultancy. I was awarded by PhD researching Career Strategies in Public Relations by Bournemouth University in 2017. I'm a published author, with books, chapters and academic papers to my name.

2 thoughts on “Standing up for the press release”

  1. I’d like to know how you determine the value of press releases that are sent worldwide. I helped the Univeristy of Edinburgh promote their new online LLM degree. My efforts involved pulling out the relevant parts of the course that would appeal to whatever was ‘hot’ in any country at the time and elaborating on that in my opening para.

    But, I didn’t see any real value in my efforts on behalf of the uni, which bothered me. How do you monitor releases that are sent worldwide?

  2. Wouldn’t it depend on the University’s objective in promoting their online LLM degree? If they wished to recruit students from different countries – then the ultimate evaluation could have been in following up on those requesting information and enrolling regarding where they had heard about the course. If it was your release – then that’s a result.

    You could also search in somewhere like Technorati to see whether the story had been picked up online through blogs – and ditto through Google news on coverage.

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