So the press release isn’t dying after all!
Now said to be 110 years old, the traditional cornerstone of PR is very much alive and kicking.
According to a recent survey of media professionals in Australia, Hong Kong, Indonesia, Malaysia, Singapore and Taiwan, the press release is still the most trusted news sources among journalists.
Apparently, they don’t trust Facebook, Twitter or blogs half as much as a means of checking facts or verifying information.
While 22% use press releases as a source to write their own stories or check facts, only 10% use company social media accounts; 21% use corporate communications people and 19% go to official websites.
Young people entering the PR business should take note, and place as much emphasis on learning how to write effective press releases as they do on how to make a presentation or produce a strategy.
A press release has to be of value and interest to the media, and that means to their audience.
There are three key steps to producing a news release that hits the mark: think, write, edit.
Think about the best story line in advance, write the release to make sure the main news element is right up front, then put on your editor’s hat to polish and make it perfect.
History says that the press release was born in 1906 after a train wreck in Atlantic City, New Jersey left more than 50 people dead.
It’s said that the New York Times was so impressed that the newspaper printed the release issued by the railroad word for word.
Times have changed, but as the recent survey shows, the press release is still a key way of communicating to large audiences via the media.
The World Cup is over for another four years, with France crowned as champions for the second time, leaving Croatia to be remembered for arguably the best performance that was still not good enough to win a final.
We’re just a few hours away from knowing whether France or Croatia will be crowned as 2018 World Cup champions, but Total Communications already has a winner.
So England’s World Cup dream is over, and Narayan is the new leader in the Total standings.
So it’s France who take their place in the 2018 World Cup final - but who will they meet there, and who will top the Total standings at the end of the tournament?
Russian hearts are broken and Swedish meatballs don’t taste so good in Ikea today after more high drama in Russia.
As the Ikea jokes gather momentum in the countdown to tonight’s England-Sweden quarter final encounter, Sadie has made a big move towards taking the Total World Cup title home.
Sports reporter turned CEO Tony Lewis, aka our official football pundit, has been brightening up our inbox lately with a daily roundup of the only tournament currently gripping the globe (sorry Wimbledon), the 2018 FIFA World Cup.
Putting all millennials into one basket for the benefit of marketing is a bit like saying all defenders at the World Cup perform as if they were coached in Panama.
Well, not quite, but you know what I mean.
There are reasons why some observers say that the traditional press release is already dead.
The main one is that the press release is seen as a relic of days before the digital age swept over us like a tsunami.
There’s a great buzz in the United Arab Emirates following the news that the country is opening its market for foreign direct investment and talent.
We’re excited too by the opportunity to play our part in attracting international investors, and benefiting in real business terms.