The Ever-Evolving Press Release


I was reviewing content on a few press release distribution sites and was amazed at how far press releases have come. Not so long ago, a press release constituted basic copy on paper that was distributed to select reporters in an effort to secure “ink.”

Now, press releases in today’s Web 2.0 world have evolved to include links, video, photos, and even social media tags. Releases can be distributed using a “standard” direct-to-reporter method or distributed online to not only reach the news media, but individuals with access to the Web across the world. This new model for press releases (labeled by some as multimedia news releases) allows businesses of all types and sizes to tell their story with a 360 degree message – and garner critical feedback from key audiences.

The websites for PR Newswire and PRWeb house great examples of basic and not-so-basic releases that include some or all of the features mentioned above (of course, these releases vary by price depending on how elaborate the release is). You might also want to read the recent post by John Easton about the importance of having PR video in your marketing arsenal.

Learning about these new models for press releases might motivate you to adopt a fresh approach for your next release and share your story in an innovative way. And remember, no matter how elaborate your press release is, the main goal is to tell a compelling story that positions your businesses in a positive light both today and in the long-run.

About Kristina Hill

An expert in marketing communications, Kristina Hill provides integrated marketing consulting services to small and mid-sized businesses through MarComm Creative Group, LLC. The business offers an array of services, including: public relations and media relations; media planning and placement; integrated marketing plan development and execution; and article, website, advertising, editorial, and sponsorship writing.

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4 Responses to “The Ever-Evolving Press Release”

  1. John Easton Says:


    Your post was quite interesting. With technology moving at such a fast clip it only makes sense that online releases evolve beyond their email or paper brethren. As with most business communication evolutions, some new things work well and some don’t. Can you give us a sense for the new press release innovations that might prove valuable vs. the ones that seem cool but are less likely to help businesses meet their goals.



  2. Kristina Says:


    This is a great question. I think the components of a multimedia news release (MNR) are great because the news media and public are given a robust story on the subject of the distribution. However, I do realize that the cost of an MNR might be too steep for some marketing/PR budgets to bear. At the very least, I encourage all businesses to allocate some of their marketing/PR budgets to online press release distribution. Press releases that are distributed online are picked up by search engines such as YAHOO!, Google, and MSN. These releases build an online presence that allows businesses to join the online conversation that’s almost certainly happening about their product or service – whether it’s a mention in an online article, blog post, forum, or social media site. An online press release pushes accurate facts to this conversation. I’m planning a follow-up post to discuss the benefits of online press release distribution, the importance of using key search terms in these releases, and businesses that offer online press release distribution services.

    Thank you,

  3. John Easton Says:


    You are so right about the online press releases inserting a company into the groundswell (online conversations through social networks, etc). While the traditional media will remain relevant, no longer are prospective customers and clients relying exclusively on these sources as information filters, news and direction. I am excited about your follow up post.

    I for one, would like to know the rules for making online press releases work. Offline PR has its set of rules and I am sure there are some additional items to consider with online variants.


  4. Search Engine Optimized Press Releases « The Eastonsweb Multimedia Blog Says:

    […] The Ever-Evolving Press Release […]

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