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The domino effect of press releases

I was reading my daily issue of Ragan’s PR Daily Dog this morning, it’s a daily newsletter of sorts for public relations professions. I try to keep up on what’s new in the industry, especially when it comes to attracting media attention towards my clients.

There was a story in there on a study that was released Monday from the Pew Research Center’s Project for Excellence in Journalism. It indicated that 95 percent of media reporting comes from old media, a.k.a. old press releases. The study also said press releases are replacing originally reported stories at major newspapers. So basically, because of social media, reporters and editors are circulating and utilizing press releases for more than a one time report.

Doug Bedell writes for a publication called Flack Me” (flack is a not-so-nice term sometimes used by the media to describe PR professionals) and he says, ” While enterprising news coverage seems to be waning,”, “the utility of well-written press releases may be increasing.” That finding led another blogger, Adam Sherk, to conclude “companies can increase the likelihood of their press releases being used by bloggers and local news sources by giving them a more news-like tone and dialing down the marketing hype.

So, the next time you’re wondering if writing and distributing a good press release is worth the time and money, consider the new rules of engagement and potential return on investment!

~ Kari Logan

Published on: January 13, 2010