Is the traditional press release dead?

Recently I had a conversation with my boss as we carpooled back to the office from Atlanta. The gist of the conversation revolved around my attempts to assuage my guilt at feeling that maybe I wasn’t fulfilling all of my technical job duties. Don’t get me wrong, I work my butt off, but as our budget continues to be slashed and more and more people find greener grass on the other side of the fence (at least I am hoping they are), my day-to-day duties have changed, evolved and increased into new and exciting (but exhausting) avenues.

For starters I am not writing 2-3 press releases every week anymore. When I mentioned this, my boss was quick to point out that even though I wasn’t writing out releases, I was still promoting content, probably more so than when I was submitting the standard releases. By utilizing our social media platforms I was reaching a larger audience in real-time – can’t get that kind of reach necessarily with an article in the local paper. Also more and more bloggers were picking up on things I was putting on Facebook and twitter – so in reality I was actually creating more buzz than ever before.

Also – many of the traditional media outlets are cutting their print editions more and more. Very little actually goes into those small rolled up bug squashers still hand delivered right to your door. Now days, people read their news online so the bulk of the news that is picked up, either by traditional release or by other means ends up online, not the traditional “front page”.

I actually spend a large part of my time researching new media outlets, demographics and social media (as a science of all things), rather than writing press releases. I still work in the field and have a blast documenting the work that first drew me to conservation in the first place, but now I am also learning how to market what I’m passionate about, so that maybe others will become as fiercely devoted to it as well.

So back to the title of this post. Is the traditional press release dead? Maybe not. There will probably always be the mom and pop grocer that sells bait, milk and hands out a weekly fishing report with info from a press release (probably verbatim). But in the grand scheme of things, most organizations have or will soon have to move beyond the comfort zone of what’s easy and step out into the scary world of new media.


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