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  • http://www.localsocialcanada.com Ingrid

    Great article. I think one thing that changed in PR last year was also the degree of spin that was tolerated. There was a point last year where particularly in the real estate (RE) business PR firms had to re-consider their constant happy/positive/things are getting better already approach as all business data indicated otherwise, and to have news headlines indicating further decline yet RE CEO’s being quoted as upbeat lacked credibility.

  • christinereneecox

    Wow. Seriously, thank you so much. I feel as if I just went to an all day seminar that I paid 250 bucks for, but got all this information for free, in the comfort of my pajamas in my own home.

    Thanks a hundred times. Excellent.

    Christine Cox

  • http://www.peppermaster.com Pepperfire

    I have a list of bookmarked pages that I read right before I write a press release.

    I will be adding this link to that list. Thank you for writing it. This is brilliant advice.


  • readyforchange

    Your article is right on target. And that is coming from an old school PR person. Valuable information and advice that I will continue to use. Hope others join the ranks of the new PR in a big way. Thanks for sharing!

  • http://www.ipressroom.com Chris Bechtel

    Great review of what every PR and marketing person needs to be doing on the web now – from small companies to large.

    As you mention, you’ve also got to publish your content to your own website and go beyond a text news release – include photos and audio and video so people can embed those images and link back to you. You also need to tag your releases on StumbleUpon and Delicious and again point people back to your own site to drive conversions once they get there.

    Ensure you have the easy ability to publish all of your news in all content formats people expect today and get that search optimized news out to all relevant channels.

  • .barf

    The first rule of communicating with folks shouldn’t be a survey of 1,900 business technology marketers. And I disagree that getting out of bed cannot provide a good launch point to tell your story. For the same reason it’s in the list of bullets at all, dramatizing a seemingly mundane act (that everyone does) can be effective.

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  • http://www.linkedin.com/in/kiranchavan Kiran Chavan


    GR8 input with thoughtful inside vision. keep it up…

    Any input from me pls let me know.


    Kiran Chavan

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  • http://www.pitchengine.com Jason Kintzler

    Reaching consumers and buyers directly requires reshaping your message, not speaking AP style guide. With PitchEngine, we’re enabling more than 8500 brands to utilize social content to create more conversational social media releases. Would be worth checking out, especially taking into account the new rules above.

    Jason Kintzler
    Founder, PitchEngine

  • http://www.turningnewsintoknowledge.com Kelly Rusk

    While I definitely agree that the rules have changed and creating optimized press releases to reach buyers directly is a good idea,

    I definitely disagree with “Write about just about anything that your organization is doing.”

    While the SEO benefits of writing a release about every mundane action the organization is taking might be enticing, my opinion is it can do more damage than good. If you are not writing what your audience is looking for it’s basically spam, and nobody likes spam.

    Before you had to consider the gatekeeper (editors/reporters) and the end audience, now you can eliminate the middle step, but it’s crucial to still produce newsworthy content your audience wants to read.

  • http://RonGoodden.com Ron Goodden

    Many press release clients seem to have intuitively figured out much of this. In writing client press releases my goal has always been to disseminate their key information within a readable article that can stand alone.

    One featuring a storyline along with quotes that complement that storyline.

  • Flo Li

    Thanks for all the detailed information.

  • Susan Clizbe

    Great stuff, but I have one quibble: why do you keep saying PRESS? I haven’t used that in 20 years or more, always use NEWS instead (with room, release, conference, etc. etc.) If we’re talking about new rules, we should at least catch up with the newer old media descriptor!

  • prlady23

    Thanks for a great, informative article. Lots of practical suggestions I will certainly incorporate for the “new PR.”

    I agree with Kelly Rusk’s comments. While the old rules have changed – they are still evolving. Yes, you can blog or write a release about anything, but in the end, I believe in content quality over quantity.

  • beardrs

    Great article. While focused on PR, it really is part of a bigger wave washing over the marketing landscape which is the increasing importance of publishing and content in the marketing mix. I’d make two points: 1) like another comment, PR should ultimately be focused on engaging prospects, customers and opinion leaders in a way that fosters a deeper understanding of the brand promise. Talking about just anything interesting shows a lack of strategic focus. The whole marketing mix, including PR, should constantly reinforce and support the core value proposition. 2) The increasing importance of PR and publishing requires new skills, organization design, processes and governance models in traditional marketing organizations. Much more thought is required for how Marketing will operate in this new environment. My take on some of this is covered in: http://randallbeard.wordpress.com/2009/06/16/publishing-the-future-of-marketing/
    Randall Beard

  • Sue Hunter

    Brilliant blog/article/information! People would pay serious money for this.

  • http://www.keywordcommunication.com Amy Dean

    Would love to hear your thoughts on how pitchengine fits in to this new picture.

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  • http://www.tyronevh.wordpress.com/ Tyrone Van Heerden

    Brilliant read and so informative and spot on!

    I consider myself as a “New- aged” PR but am struggling to convince my boss that we have to stay with the times and be up to date in new media trends.



  • Karen Gick

    How do I obtain a coy of your book, “The 10 New Rules of PR”? Thank you.

    Karen Gick
    Summit Re
    7030 Pointe Inverness Way, Suite 350
    Fort Wayne, IN 46804

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  • http://www.freebees.co.za Ingrid Altmann

    an awesome article, thanks this is exceptionally helpfull

  • http://www.freebees.co.za Ingrid Altmann

    see that I can’t spell anymore, even need spell check for basic words

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  • http://shannonmolloy.com Shannon

    This makes so much sense, but I can’t think of any agencies in my region that are adopting similar practices. I’ve been driving some of the social media/web development at my place of work and will definitely be using this as a “how to” manual of sorts.

    Thanks very much! Great resource.

  • http://labov.com Sonya Beckley

    This is a great article and one that every PR person should read. We have been using social media for our press releases for quite a while and have been so pleased with the results. It is a big shift for some companies to understand that being in print isn’t the be-all end-all it used to be. Bloggers have power and can get your message out just as well as a traditional publication. And, traditional pubs’ online content is every bit as good as in print. Print coverage is great, but online is valuable too.

  • http://baderblog.com Bader

    thank you for this informative article

  • http://Www.faasai.com Bronwen evans

    I was a bit put off by the title which is a bit cliched but the article is excellent. Useful followup would be distribution strategy…do it yourself versus third party.

  • http://Www.Laura-Kinoshita.com Laura Kinoshita

    Did you see that USO is not even doing press releases anymore? They realized they were just being written for CEOs. Finally! Now we can get back to writting for our readers again!

  • http://www.alpha-webkatalog.de sasse

    very interesting article even from the point of view of a publisher. Doing marketing has been changed, but actually most companies didn’t realize.

  • http://cynergise.com Chandesh Parekh

    Echoing ‘sasse’ above, most companies don’t realize the shift and that communicating directly with customers (using a persona as you suggest) is so much easier now than ever before. Excellent article.

  • cody

    A long read but no problem I took note. Why didn’t I think about focusing my press release for customers? I was to busy trying to make it look like A news preson made it. I have some I haven’t send i’m going to redo them. I’ll see your next work http:webnetmentor.com

  • http://mattceni.com mattceni

    I don’t really agree with the first 4 bullets at all. Why would you devalue and dilute the formality of the press release with releases about speaking engagements and awards? Maybe if you’re a startup it makes sense, but BusinessWire releases start to add up cost wise- and if your a small company, startup or small business who has $500 dollars for 700 word release?

    Why not create a blog for all these company events and target your customers and influencers that way? Issuing press release after press release is not the new rule of PR. The death of the press release has been debated for a long time and IMOP is dead.

    Maybe it’s just a verbiage issue, but the counsel above is misleading. The new PR is about engagement and creating constitutients beyond your product or service category. It’s about harboring community and using it’s sheer momentum to move your cause forward – not issuing yet another Press Release.

  • http://Zephyr47.com Brian Hansford

    Very thorough entry Jeff. Well done. I have to educate so many of my clients of these points because they are still in the old-school mindset and not the Web 2.0 mindset. While I agree it is important to develop content for frequent, I recommend a focus on truly newsworthy items to avoid the syndrome of PR-spam which many companies still engage in. (Bad habits that have survived the dot-com days, I guess.)

    Brian Hansford

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  • http://localfoodiefight.wordpress.com Kelly

    Great article.

    I especially enjoyed the tip about adding links to press releases. I think the problem is more “traditional” PR people don’t know about SEO and how it works and what you can do to take advantage of it. Great tips, thanks for sharing.

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  • Lara

    I wish there was a site to see examples of GREAT press releases!

    Any ideas?

    • Nancy Vicknair

      email me…nancydesk at at yahoo

  • Sam

    I have enjoyed a lot of the articles on this site but I don’t agree with this particular piece’s assertion that the web and “new PR” have changed the core business of influencing people.

    Gaining wide, direct exposure to people’s inboxes was always available pre-internet via leaflets sent out in the mail. This style of direct marketing has proven largely ineffective however because it is clearly a form of advertising.

    I believe that in time we will see that online news releases written by companies themselves, rather than by media outlets, will also prove to be ineffectual because the information they contain lacks credibility.

    The paid-for wire services you mentioned also lack credibility since anyone can pay money to have their PR (actually advertisments) made to appear as news.

    Any modern consumer able to weild a mouse is savvy enough to skip those kinds of “news releases” and will certainly not be influenced by them.

  • http://www.spinwyz.com Alex

    Yes I too highly recommend Dave Meerman Scott’s book, I finished reading it just a few weeks ago and what I came away with is old marketing hit you over the head sales doesn’t work with internet marketing today. You need to think like a publisher when creating the marketing campaigns for the digital audience.

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  • Usama O. Al-Sapty

    Hello I’m very glad that I got good information from your web in the field od PR ! I’m a teacher working under field of business manager . My education center is in Syria , as I’m help Iraqi refugee for training about cours of PR & Business letters .

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  • Traci Garceau

    Excellent Article – Thank you !

  • David Kernaghan

    Stop being a douchbag. As a marketing student, this helped me.

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  • Nancy Vicknair

    In other words, nothing has changed. The basics proposed here and discussed above are exactly as they always have been.