Cool Solutions

Future of the press release?


June 8, 2006 4:22 am





I’m offsite at marketing meetings, and there’s been a lot of discussion on social media, viral marketing, blogs, etc, and their impact on corporate communications. One interesting discussion going on in the market now (well, interesting for a PR guy) is around the future of the press release. Many argue the traditional release is anachronistic, and that we should move to something that provides the media more digestible, component pieces that allow them to quickly absorb the points they want as they write stories. Tom Foremski, a leading blogger ( who used to write for the Financial Times, is leading the charge on this, and has a new post on the issue. Do folks see value in this? Thanks.

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Categories: Expert Views, General, PR Blog


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  1. Bruce – remember the medium here. Of course a dyed in the wool blogger is going to claim that the press release is dead (or dying).
    Personally i think that though many press releases are not entirely useful, they do serve a critical PR/Marketing function and one that is likely not to disappear anytime soon.

  2. By:John Lewing

    Bruce – Honesty and straight-forward communication do not go out of style. The technical format of delivery is not an issue, and the press release is not an anachronism.

    Would you please reconsider opening a blog thread on the topic of Novell’s decision to transfer Celerant to Novell insiders for .3 times sales. I am not asking for comment on the topic from you personally, since it’s obvious that Novell’s money is well spent on “history of the press” boondoggles.

    Basically, I want a public forum which might help uncover the price that Messman, Cambridge, and Novell paid for Celerant, it’s growth over the years, and its valuation.

    I presume you believe that the outcome of such a discussion would help allay shareholder fears that Mr. Messman and the BOD may be trying to steal wealth from shareholders and deliver it to their cronies “on the cheap”.

    Thanks, John.

  3. Hi Bruce –
    We released a template (open source-style) for Social Media press releases and it’s been well received so far: hundreds of comments, 3,500 downloads from PR/marketers, and 700 journalists.

    Newfangled templates will never replace good writing, good story-telling, etc., but, Social Media press releases *can* facilitate conversations and make the media/bloggers’ jobs easier.