P R A M P R E S E N T A T I O N J U N E 1 9 , 2 0 1 4

Is the news release dead?

Reasons why releases fail

Many are poorly written Long, boring, lacking facts, too

much work for the reader Not attention-getting

Irrelevant headline, subject line, key words

Not well-distributed/not targeted

No news Ill-timedSound too much like

advertisingNo images/links/supporting

materials

Getting results

How and why news releases can be effective

They are one way to TELL A STORY (not the only way)

Sometimes, they force decision-makers or clients to focus on key message(s)

They are authoritative—your organization is the source

Search engines and social networks find them

They provide historical record They get picked up by media

You still need content Creates exposure and credibility

Visuals Work

2013 review of 1 million news releases in system

News releases with one visual element got a 92 percent increase in visibility vs. text alone

More than one visual element = 552 percent increase in visibility

Multimedia releases (with links to campaign microsites) = 5,092 percent increase in visibility

Still, 86 percent of releases did NOT include visuals

Use all the tools you

have

Robust online newsroom and organizational website

Video BlogsSocial mediaRelationships Other strategies

Brand Journalism

www.stories.wellsfargobank.com

www.coca-colacompany.com

www.americanexpress.com/us/small-business/openforum/explore/

Brand Journalism

Is this just a new twist on an old concept?

Walnut Grove Feed Co. newsletter from 1960s

Company published and sent to customers

THOUGHTS, QUESTIONS, DISCUSSION

Is the news release dead?