New Media Relations - New Tactics New Media Relations News...

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New Tactics: New Media Relations
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News Release Big Change
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Why change? New technology NOT ME
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What Changed ? New communication tool and channel New communication habit Audiences Organizations New audiences Publics
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What is the change?
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News Release “The role of public relations and the purpose of the press release as a tool are about communicating with the media PRSA: “Public relations helps an organization and its public adapt mutually to each other.”
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News Release Scott: Public relations is about reaching your audiences .” Steve Rubel: “Direct to Consumer Press Release Suck”
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Why It Suck 1. Press releases which are written by companies are lack of credibility. 2. Direct-to-consumer press releases are spam. Even for editors, press release is worthless, do not mention for audiences.
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Why PR practitioner refuse? Fear They do not know how to communicate directly to the audiences. Why----Fight for fear Risk of spinning the information Indirect two-way communication Cannot follow the trend of real-time
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New Rules of New Release When Target Buyer’s key-word language ² Know the needs of your audiences ² Inspire the audiences ² Be friends with your audience Tone Timing
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New Rules of News Release Reply channel Link to the website Traffic Increase searching engine ranking Optimize searching and browsing Add social media tags
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Have a new take on an old
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New Media Relations - New Tactics New Media Relations News...

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