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* Curt Mercadante believes he’s seeing the beginning of the end of the traditional press release. He makes some good points…
* Earlier this year, we helped a candidate launch a statewide political campaign — and garnered statewide media attention without issuing a single press release. We relied on a short online video and a brief email to supporters. Most news outlets based their stories off of the video and email — and some simply called us directly for comment. No press release needed.
* When we helped a think-tank release a policy study last March, we knew we wouldn’t get much coverage from our press release. That’s why the centerpiece of our media strategy was the microsite we built for the study’s release. We were correct — while most of the immediate coverage came from blogs we pitched through social media outlets, other “mainstream media” outlets (such as National Public Radio) have found our study and contact information from the microsite.
* Social media tools are quickly replacing the press release as the main source of story ideas for members of the media. Many journalists are not only effectively getting pitched on Twitter — some news outlets are reporting their stories based on the Twitter updates of politicians and celebrities. Public relations strategist Sarah Evans created #journchat as a weekly Twitter discussion that connects journalists with communications professionals. And Peter Shankman’s “Help a Reporter Out” program is providing a great way for journalists to direct queries to PR professionals and get story ideas quickly, effectively and, yes, for free.
Those are all good ideas, but I see a few problems with declaring press releases dead.
In my own case, I have almost 2,000 Facebook “friends.” I can scroll down for half an hour and barely see the last ten minutes of what they’ve been doing. Yeah, and I need to somehow weed this crud out, but if you post something that you want noticed on Facebook, you’d better make sure you point it out to me.
Same goes for Twitter. I’m following over 550 people. Usually, I can keep up with that, since many of those people don’t Tweet too often. But those posts go by so fast that I surely miss a lot of them.
Frankly, I barely have time to read my e-mail. And a lot of that is because of press releases. So, there’s my quandary.
* From new media to old, Eric Zorn says corporate greed has little to do with the decline of newspapers.
Not all, but quite a lot of the papers in the worst trouble borrowed way too much money at the height of the bubble and paid top dollar for underperforming assets. Oops. That may not be greed, but it is bad business.
Eric also updates with a link to a story entitled: From Terrible To Terrifying: Newspaper Ad Sales Plummet $2.6 Billion In Q1 2009.
Yikes.
* And speaking of terrifying, I’m frightened that the Sun-Times will close and leave us with one Chicago paper. If you think Mother Tribune is high and mighty now, just wait until there’s nobody else around.
Prospective owner James Tyree’s plan to essentially gut the union of all power and toss the contract out the window is not going to do much for quality journalism, which is what he says he wants. They’re down to about 100 reporters at the Sun-Times right now as it is. Not too many more layoffs and you may as well forget it.
I’m hoping this was just a bluff and he and the union can work out a deal. But they’d better do something soon. The clock is ticking.
posted by Rich Miller
Thursday, Sep 17, 09 @ 10:59 am
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For a Democratic-friendly paper that purports to be the friend of the little guy, the S-T sure is acting like a handful of Republican frat boys, both with their staff relations and with their editorial treatment of public employee pensions.
Comment by Six Degrees of Separation Thursday, Sep 17, 09 @ 11:11 am
I suspect they’ll work it out with some concessions. Tyree’s maximizing leverage as the only buyer. He didn’t get into this to break the union — he wants the content for the coming multi-platform extravaganza.
Nobody’s making a fortune at the Sun-Times, and he’s not putting up all that money.
Comment by wordslinger Thursday, Sep 17, 09 @ 11:24 am
Rich,
You are exactly right about the press release. Colleagues in the office question my insistence that we continue to send out conventional releases as part of our overall strategy. But the fact is, they are a very useful tool for a variety of reasons.
1) They allow you total control of your message
2) They keep you in front of your target audience and provide opportunities for contact
3) They still work. While we also send info to supporters, push content on web and social media, it’s an amazing phenomenon, but every time we send out a “conventional” release, we get some level of response from key people.
The key to releases, as with most PR, is targeting. Hit the right people with the right message and they will frequently work.
Comment by Chicago Cynic Thursday, Sep 17, 09 @ 11:27 am
My facebook page is out of control with political “announcements” and I certainly do not have the number of “friends” you have. So it may have been effective for a while, but now I’m not really reading much of that stuff anymore.
So I guess the traditional press release has a stay of execution if everyone else thinks that way.
Comment by Louis G. Atsaves Thursday, Sep 17, 09 @ 11:48 am
The corporate media was doing a terrible job of reporting with integrity long before they were losing money. Check out Project Censored and go back ten years, or 15. It has been lies and more lies all along. The papers show no sign of reporting with integrity, so I’m glad to see them wither and die.
Comment by Thomas Westgard Thursday, Sep 17, 09 @ 11:58 am
Rich, I can think of a few ways around the having too many friends on FB and the Twitter issue. In both cases, I think you might want to separate out your personal and your business accounts. As an imaginary person, Lou has his own Twitter and FB accounts. But, as a real person, I have my own accounts too.
The second thing you can do on FB is to hide many of your friends comments. Or, you can edit them out. But hiding comments may be a better solution. I do that constantly to the requests to join Mafia Wars or look at their zoo. It’s nice that my roomates ex-spouse has an interest in on-line gaming, I do too. But that’s not what I use FB for. HIDE.
She can still send me messages and if she posts something unrelated to the zoo or Mafia Wars I’ll still see that.
Lou
Comment by Lou Grant Thursday, Sep 17, 09 @ 12:02 pm
So, it seems that those who wish to make news and reach out to the community, are now circumventing print media. As a result, newspapers have to play catch up with what is posted online. The fact that anyone can read the primary source materials posted, is causing newspapers to lose even more.
That sounds about right, and it is a big deal.
Additionally, regarding your Facebook and Twitter situation, your sources for possible primary information is overwhelming your ability to monitor them. That sounds about right too.
We’re going to be using new forms of filters online. We already see them with RRS and the new IE 8 browsers. We are all going to have to understand the differences between primary, dependable sources, which we can program to receive, from secondary sources which we have to now ignor.
This is why newspapers are being ignored - they are secondary sources of information in a world where readers can access primary sources online.
Newspapers are declining because they are less relevent to citizens, not the other way around. Soon we will be witnessing the need for every home to have Internet access, just to get the news other than through television. This will replace in many ways, what newspapers did.
Comment by VanillaMan Thursday, Sep 17, 09 @ 12:06 pm
Is Merc talking about the Birkett roll-out?
Yep, that went well.
Comment by Rob_N Thursday, Sep 17, 09 @ 12:14 pm
===separate out your personal and your business accounts===
If I had any friends, I would. lol
Comment by Rich Miller Thursday, Sep 17, 09 @ 12:14 pm
I know a veteran PR guy who just pitched a decent news/feature opportunity…only results came from PHONE calls…release, email,etc got zip zero nada….go figure
Comment by CircularFiringSquad Thursday, Sep 17, 09 @ 12:51 pm
So, I guess there is truth in the saying that “it’s lonely at the top”? I don’t know whether it matters, but you always have us, Rich. (But then again, maybe that’s not that good of a thing. lol)
Comment by Anonymous Thursday, Sep 17, 09 @ 12:57 pm
I was unaware of the relationship between unions and’quality journalism.’ Certainly quality journalism predated unions and quality journalism exists now without unions so how does a union contract add to content? If anything, unions have been a major factor in bringing a number of newspapers to, and beyond, the brink of bankruptcy. The reaction of these unions to the choice of aligning their contracts to the business reality of 2009 or ceasing to be is instructive to labor history over the last thirty years: irrelevance, self destructiveness, and the myopia of union leaders trying to protect their huge salaries and generous pensions.
Comment by walter sobchak Thursday, Sep 17, 09 @ 1:14 pm
Rob:
Yes, I was talking about Birkett. Politics aside, as well as what happened late on — from a purely media perspective, we garnered significant earned media around the state - certainly more than many (or most) political candidates who’ve spent big bucks on fly-arounds.
Rich - thanks for noticing my post. I agree with much of what you’ve written (and some of what others have written.)
I would say that Facebook and Twitter aren’t silver bullets. It’s how you use them. For example, if I had wanted you to pick up my post, I would’ve done a more targeted outreach to you. Nonetheless, you found my post and put it up on your blog…
In addition, there are certainly as effective (if not better) ways to control your message and get more bang for the buck than press releases.
Thanks again, Rich.
Comment by Curt Mercadante Thursday, Sep 17, 09 @ 1:39 pm
With regard to tweets — they are useful if done for important matters, but when overused they become simple to ignore. The Illinois Senate GOP is one of the worst — too many tweets, and almost none concern real business of the Illinois Senate.
Andy McKenna’s were boring and whiney — if anybody is wondering why he lost elections, just look at his tweets. In contrast, John Fritchey’s are pretty good, except when he goes regular guy route and tweets about sports. I follow the Trib reporters on football — I couldn’t care less what Fritchey has to say about the topic and it encourages me to ignore his stuff.
Comment by Skeeter Thursday, Sep 17, 09 @ 1:40 pm
You’ve all hit on a key point: the tools (Twitter, Facebook) don’t make your efforts effective. It’s how you strategically use those tools to communicate your content. Heck, the same could be said for a fax machine or a phone….
Comment by Curt Mercadante Thursday, Sep 17, 09 @ 1:43 pm
Skeeter,
Just for that, you’re not getting my guaranteed parlay picks for this Saturday
All kidding aside though, it’s absurdly rare for me to tweet about sports, Michigan beating Notre Dame being the unapologized for exception.
But it raises an interesting point. I have intentionally maintained one integrated Twitter account and one Facebook page that I personally use for all purposes. My choice, which many of my colleagues understandably choose not to follow, reflects that being an elected official is only part of who I am, and this gives people, both personal friends and political supporters, a more complete, and direct, insight into who I am. Kind of a ‘what you see is what you get’ approach.
During my Congressional bid, the campaign maintained a page, a choice with which I was never comfortable but understood. It was all political, all the time,so it made sense.
But odds are that most candidate pages, blogs, Twitter accounts are being done by staff. With my approach, you know it’s coming from me directly. For better or worse.
Comment by Rep. John Fritchey Thursday, Sep 17, 09 @ 1:52 pm
Rep. Fritchey:
Your success on Twitter comes from the authenticity of knowing that you personally are doing the tweeting.
That makes all the difference.
Curt
Comment by Curt Mercadante Thursday, Sep 17, 09 @ 1:56 pm
Yeah, but now Skeeter’s all upset with me for talking about football. Ruined my whole day.
Comment by Rep. John Fritchey Thursday, Sep 17, 09 @ 2:00 pm
“Yeah, but now Skeeter’s all upset with me for talking about football. Ruined my whole day.”
First, when it comes to tweets “pretty good” is about as good as it gets.
Second, imagine how Andy McKenna feels? And why do I suspect we might hear about it in a series of tedious and ultimately meaningless tweets?
Fritchey says he writes his own tweets and after reading them for a while, I believe it. They seem more down to earth and generally credible than the vast majority of tweets. I just hope McKenna is not writing his own tweets.
Comment by Skeeter Thursday, Sep 17, 09 @ 2:06 pm
I was just giving you grief. And ‘pretty good’ is about as good as I get these days, let alone my tweets. And rest assured, everything you read comes from me. (Do you think that I would hire staff that says some of the things that I do?)
Comment by Rep. John Fritchey Thursday, Sep 17, 09 @ 3:00 pm
Maybe this is as good a time as any to put up my ad for services:
Professional Tweeter for Hire
Are you a new politician running for office, an incumbent trying to remain hip and relevant, or a government official trying to adopt “e-government” and increase transparency?
George’s Tweeting Services, LLC is the answer for you. GTS, LLC will help you set up a “Twitter” account, and then send out “tweets” to your friends, supporters and media on a regular basis about campaign news, new initiatives, events, or even mundane personal issues.
If you sign up for our Platinum Service, GTS will provide a level of service expected by only the most discerning of customers. GTS will personally accompany you throughout your day, sending out tweets as your go about your daily activities, even during your most private of moments. No situation is too awkward for this white glove level of service.
Comment by George Thursday, Sep 17, 09 @ 3:12 pm
George, that’s hilarious. And probably already happening.
Comment by Thomas Westgard Thursday, Sep 17, 09 @ 3:27 pm
A world without newspapers will be a strange place. But that’s where we’re headed, for the most part. Another reason for nostalgia. Books are next; that’ll take a little longer.
Comment by perplexed & perturbed Thursday, Sep 17, 09 @ 3:30 pm
Press releases have their place, for reference to facts and position.
But they’re abused. Public figures of all sorts are quoted for attribution for statements not only did they never say, but may never even have considered.
The worst is one when a politician wacks his opponent in a press release. If you’re gong to diss someone, do it yourself in front of people and a camera.
I’m interested in seeing the evolving buzz about how to accept Twitter. A couple of newsmakers (Kirk) rationallzed controversial actions by claiming that they didn’t post the thoughts under their names.
What’s the point, then?
Comment by wordslinger Thursday, Sep 17, 09 @ 3:39 pm
Remember when they were trying to sell the SunTimes for $600 million a few years back. Sheesh.
Comment by Anonymous Thursday, Sep 17, 09 @ 3:51 pm
Yusef Jackson offered them, I think, $450 million and they turned him down.
Comment by Rich Miller Thursday, Sep 17, 09 @ 3:58 pm
It is interesting how social networking is taking over how many people think and act.
http://www.abc.net.au/news/stories/2009/09/07/2678945.htm
==The Metropolitan Fire Service (MFS) in Adelaide says it is worrying that two girls lost in a stormwater drain raised the alert on a social networking site rather than ringing triple-0.==
A possible indication of where the social networking trend is headed.
Comment by Pot calling kettle Thursday, Sep 17, 09 @ 4:57 pm
It’s funny, but I JUST got a call from a Chicago TV news reporter who is doing a story based on the Tweet of one of my clients….this is happening more and more frequently.
Comment by Curt Mercadante Thursday, Sep 17, 09 @ 5:10 pm
We’re going to miss the written word Video certainly doesn’t elevate the conversation.
Comment by wordslinger Thursday, Sep 17, 09 @ 5:23 pm
Westgard’s comments about the possibility of twitters (and, presumably bloggers) for hire is a like Buzz Aldrin hedging a bet on whether or not space exits.
Comment by Obviously Thursday, Sep 17, 09 @ 5:35 pm
–Yusef Jackson offered them, I think, $450 million and they turned him down.–
He sure did. How serious or far it went, who know? The federales will settle for the $600 million-plus of tax liability accrued through the hinky deals of that noblest of all felons, Conrad Black.
Given what we know now, Lord Black of Crossharbour probably wasn’t too anxious to entertain serious suitors, anyway.
He was living awfully large off that public company, and you never know what pesky questions can arise from the due diligence of an outside party.
Comment by wordslinger Thursday, Sep 17, 09 @ 5:49 pm
Hey wordslinger, how about some of the words written in comments on YouTube! Yikes!
Comment by perplexed & perturbed Thursday, Sep 17, 09 @ 5:50 pm
Rich, you had it right at the outset: the *beginning* of the end. Traditional NRs will stay around, and maybe always be artifacts–like AM radio is today. But as the *only* way to promulgate political news . . . like you said, it’s the beginning of the end.
Comment by Ray del Camino Thursday, Sep 17, 09 @ 10:39 pm
[…] Well, yesterday’s post ginned up some good discussion across the Internets, both on LinkedIn and The Capitol Fax Blog, where editor Rich Miller offered his take on the piece. […]
Pingback by Re: Is the Press Release (Finally) Dead | Merc Strategy Group, LLC Friday, Sep 18, 09 @ 2:01 pm