The modern press release, as we know it, was created in 1906. Is the Internet, with the advent of social media, finally changing the face of public relations?
That’s the subject of and article titled "The Future of Public Relations and Social Media" published by Mashable.com. To find the answer, the article features inteviews by 14 PR pros. Here’s a sample of their thoughts:
“While I don’t believe the press release is dead, it has been transformed, to become this living, breathing thing. If a release doesn’t have a social element — that is, a way for viewers to comment or share to their social networks — it doesn’t have legs.”–Amanda Miller Littlejohn, founder of Mopwater Social Public Relations
“In the past couple of years, we’ve seen a marked shift in [the press release’s] format to reflect the accelerating societal shift from mass consumption of media (“push” media) to personalized consumption or “pull” media. That’s a shift that has led Cisco to spend less time telling reporters and bloggers what it is we expect them to write, and more time helping them understand how what Cisco is doing might fit with their interests.
“…[I]t’s pretty clear where the press release will go next: It’s going to get shorter; link to more sources; be focused on simplification and explanation; and it’ll come in many more flavors. Practically speaking (assuming the SEC keeps pace with media evolutions), that means the press release of the future will deliver its content in text, video, SMS, microblog and podcast form, to any choice of device, whenever the reader decides, and preferably it will be pre-corroborated and openly rated by multiple trusted sources.”– David McCulloch, director of public relations at Cisco Systems
The article is essential reading. To read the entire article, click here.