According to PR News, the format and delivery of news releases is changing. What was once thought of as a useful tool to disseminate important updates or a public statement is now much more. The article explains that news releases should be put out often, essentially following any company update and they should be interactive. This includes a multimedia approach with links to related content, audio, video or images.
The new way of looking at news releases coincides with the popularity of the Internet. More and more people consume of the news through this medium. In fact, as of August 2017, the Pew Research Center reported that 43 percent of American adults often get their news online.
The multimedia aspect shows the way in which web content broadens the possibilities of news coverage. Take, for example, a New York Times video on the New York transit system. Here, one can see an organization that is perhaps best known for its print content, producing a video that contains text, references to other material, audio and fast-paced editing. If viewers wanted, they could click off and do independent research based on the people and facts referenced. Also, the pacing and some of the stylistic choices would make it appear as though the Times is targeting the younger audience finding its news on the web.
Since the nature of the Internet is such that it is updated constantly with new content, public relations professionals need to keep the flow of new information about a product or brand going at a consistent rate. Otherwise, there is a danger there that the brand has become “old news” and not worth the audience’s attention.
A final important way to engage the audience is by allowing them to engage with the content. Other than links to follow, many readers would likely enjoy being a part of the conversation. The article, video or press release functions as a diving board. Now, let them jump in and give their opinions. This can be accomplished in a variety of ways, either by adding a comments section to the piece or website or providing contact information to whom readers can voice their questions, concerns and thoughts.
News releases are no longer disseminated to the public solely at the discretion of an editor publisher. The web allows for direct access to these important updates. As I have said in many of my past posts, the audience is fast becoming the journalist. That also means an added layer of responsibility to decide what is news.
Julie's Corner 