by Chris Parente
The press release is certainly not dead, despite what some PR people may have you believe. Yes, it’s been loaded up with jargon. Weighed down with buzzwords. Scrubbed clean of any meaningful executive quotes. But, in spite of it all, the press release can provide still more value and is read by more people than ever before.
You may have heard about this ongoing debate in the PR community. It centers on the usefulness of the press release in its current state and whether a new tool is needed to better harness social and other emerging media. Some PR professionals believe the Social Media Press Release (SMPR) is the logical update to the existing press release.
An SMPR does away with the need to write clearly and concisely in a news article format. It deconstructs and separates press release copy into its core components plus adds sections for RSS feeds, podcasts, photos, graphics, videos, and other media and linking tools.
Some people even go farther and argue that changing the format of the press release is not enough. They believe the entire concept should be thrown out, and some even talk about overturning the existing media paradigm. Heady stuff indeed!
In all the theoretical debate about the future of the press release, it’s sometimes overlooked that PR professionals’ first priority must be delivering results that support their client’s business.