Marketwire notes that today is the 100th anniversary of the Press Release, which they attribute to Ivy Lee in 1906. Yawn…
They do make note that today’s press releases don’t need to be limited to 400 words and carry the following advice:
“Press releases are no longer just a few hundred words on paper targeted at a single end user,” said Paolina Milana, vice president of Marketing and Media Relations for Market Wire. “Today’s releases are incredibly interactive and engaging. They’re also viral. To have, as we do in this very release, an embedded video clip and hyperlinked keywords via our SEO Enhanced product, and then an upload to social media sites that allow for online communities to participate and even make news, is testament to just how far the press release has come. Market Wire has always been at the forefront of innovation being credited as the first newswire to utilize the Internet as a means of distribution. In terms of innovation, tech-savvy service and product development, we’re a modern-day Ivy Lee.”
Excellent suggestions, but I still think you’ve got to have relevance. Firing press release after press release does little if there’s no reason to read the thing. Pablum is as pablum tastes. Publicity is important, but if you’re standing on the soap box expecting me to listen, you darned well better have something important to say.