A large part of our Updates job revolves around receiving press releases, loading them onto our websites and reading through them for possible story leads. So I’m hesitant to say that the traditional press release is a redundancy in today’s increasingly social and digital world. However, I can certainly relate to FH Digital’s Casey Monteiro’s recent tweet, which stated, “PR comes down to one thing, ‘talkability’. Great PR creates talkability; it tells a bigger relevant story that differentiates a brand.”
This is because while those press releases form the backbone of our websites, there’s not much that differentiates one from the next, and so I wonder how far they really go to differentiate the brand or event they’re publicising. Monteiro says the primary role of PR is to understand how people view a product, service or brand and then think about how the client wants it to be perceived. Therefore, “the art of PR is to bridge that gap, to move a group of people from thinking about a brand in one way and opening it up into another discussion.” The only way to do that is to create relevant content for your target audience, which allows them to interact with your brand and adds value for them in a unique and interesting way.
To read more about how Monteiro suggests you do that, click through to my Editorial Desk article on Publicity Update this week.