This seems to be the big mystery.
There’s a lot of debating going on about whether or not the traditional press release is effective anymore. Why? Well, one side argues that social media has officially killed it… in the study, with a candle stick.
Social media sites like Facebook and Twitter have altered the way people communicate in the 21st century. People now expect to be communicated with in a timely and personal fashion. From e-mails to blogs to the now-trendy “tweet,” fast, 2-way communication has become the norm.
So how does this affect PR ?
Here’s how I see it: Publics want to listen and be heard by the clients/brands they support. Social media has proven to be a great tool for generating these types of relationships. Consumers and stakeholders have many opportunities to interact with the press–And be heard! Because individuals can offer quick and direct feedback, PR pros are able to learn more about their specific audiences and respond appropriately. It’s a win-win situation. (To read more about how social media is changing PR, click here.)
To say that social media has killed the press release seems overly dramatic. It has simply offered more options for communicating with audiences. I think the press release is still an effective communication tool. There’s just more tools to choose from. It’s the PR pro’s responsibility to analyze each situation and determine which medium is the most appropriate to use. (Click here to read about some great uses for press releases today.)