Comments on: The X Release Replaces the Press Release

By: SEOP

SEOP — Mon, 31 May 2010 11:50:46 +0000

I agree. The term is actually a bit confusing. I just hope this thing catches up. Thanks for sharing.

By: SEOP

SEOP — Mon, 31 May 2010 06:50:46 +0000

I agree. The term is actually a bit confusing. I just hope this thing catches up. Thanks for sharing.

By: Ephraim Cohen

Ephraim Cohen — Fri, 23 Jun 2006 05:10:12 +0000

Take a look at marketingsherpa.com. A great collection of articles on e-marketing.

By: Jill

Jill — Mon, 19 Jun 2006 20:05:05 +0000

Hi there,
I have been reading lots of online content on e-marketing topics. Can somebody recommend a good books or sites to help me learn more, especially about execution of e-marketing plans.

Thanks!
Jill

By: marshal sandler

marshal sandler — Sat, 06 May 2006 02:29:16 +0000

we-need-more-new-content-without-redesigning-the-site-release. Excellent this tells all ! Marshal

By: Ephraim Cohen

Ephraim Cohen — Mon, 23 Jan 2006 00:11:26 +0000

Amen. Of course, that’s the beauty of direct information releases. Your news may not be of interest to the media, but it may be of interest to customers, investors etc. So just deliver it directly to them.

By: J.L. Reid

J.L. Reid — Sat, 21 Jan 2006 17:53:05 +0000

Then again there is a general lack of understanding. Most people who are charged with producing a news release fundamentally misunderstand what could be considered “news”.

A symptom of this is the confusion (and denial) people experience with they’re told that the media (which is just a surrogate for the actual readers) might not give a whoop about what the company thinks is “newsworthy”.

Your news ain’t necessarily my news…

By: Ephraim Cohen

Ephraim Cohen — Tue, 17 Jan 2006 22:45:31 +0000

It’s tough to break old habits.

I find many marketers do understand there are many types of releases for different audiences. But the habit is to call them a press release thus setting expectations that the press cares about it.

I also find a lack of understanding among PR professionals as to how to sell in an information release strategy into marketing I say this becuase it is often marketing taht pushes out press releases with little news value and then expects coverage. I actually lay fault at both marketers who fail to take the time to understand the media, and PR people who fail to properly educate their internal executives.

On top of all this, there’s good old fashioned laziness. Companies and professionals are just used to cranking out press releases and getting paid good money for doing so. Changing strategies in this area is akin to changing product…and few companies have the foresite or courage to change their product before the customer simply stops buying (witness American car companies).

I wish I had an easy answer but I think a good starting point would be for both agencies and wire services to offer more formal, segmented information release services and strategies that clearly define the purpose, audience, and measurement (where press releases are measured by news site exposure and, when appropriate, media pickup; marketing releases are measured by direct mail, search engine and other types of traffic).

By: Amy Gahran

Amy Gahran — Tue, 17 Jan 2006 22:25:42 +0000

Hi Ephraim. Thanks for mentioning my article.

You wrote, “Many forms the release incorrectlycalled a press releases now take are in fact quite valuable. Itâ€™s just that itâ€™s rare the value is actually for the press.”

I fully agree, obviously. I’m just wondering why there’s so much inertia surrounding the “press release.” Thoughts?

- Amy Gahran
Contentious.com
RightConversation.com