In this week’s IABC #CommChat discussion on Twitter, communication professionals weighed in on how they think the function of the press release has changed, what the alternatives are to traditional releases, and how to blend different tactics to be most effective.
To start, we had to ask: Are press releases still valuable? In an era when journalists can get information directly from the web, social media and other sources, is the traditional news release still necessary? The #CommChat participants said yes, but emphasized that releases are now only part of the equation:
Q1: Yes, it gives more background & details that social can’t. Our job is to make it easy for journalist to cover our story #CommChat
— audreyANN (@audree22) March 4, 2015
A1. Yes, as long as news organizations still need news-formatted content either for posting or for their own stories. #commchat
— Elena Acoba (@elenaacoba) March 4, 2015
Using YouTube as a distribution channel
One of the most viable alternative channels for reaching journalists is YouTube. Video content allows companies to tell compelling human interest stories that have broad appeal, and are easy to share. How are communicators using this medium for this purpose?
A3 @IABC remember that YouTube is still one of the highest ranked search engines available – a great place to have your message!
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