When was the last time you read an actual press release? Probably been a while unless you’re working at a PR firm. It’s really no wonder with the rise of social media. A press release is pretty archaic when you think:
- A press release can’t be done in 140 characters.
- No one will read a four paragraph blurb about yourself on Facebook.
- Who wants to read a blog post that is structured in such a boring format?
OK…maybe there are still many legitimate uses for press releases. They do serve a purpose for addressing certain issues (if you screwed up). I’m just saying that it’s tough to ignore the fact that news disseminates much faster through social media (when delivered with a conversational tone). Blogs, Facebook and Twitter have taken over as the preferred method of information distribution. If PR firms and ad agencies don’t adapt, they will be left in the wake of ever-evolving social platforms. Face it…the PR retainer is dying. Successful PR firms and ad agencies will find a new way to leverage their skills that more accurately fits today’s realities of social media.
Why spend hours crafting formal press releases when you can easily tap into your network of social contacts capable of spreading your message for you? If it is useful, interesting, controversial or funny, it will go viral. Just remember to wrap your message in a way that makes it worthy of spreading.
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The way I advertise my business has changed tremendously over the past two years. Sales are harder to close… and clients are harder to keep. We must change to maintain and acquire clients.
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