by Shel Holtz, ABC, IABC Fellow
The press release is evolving.
The age-old public relations tool, once crafted as fodder for print journalists, is now being applied more to the online world. A recent study by the Society for New Communications Research (SNCR) found that most releases now target consumers and customers directly, rather than through the filter of the news media.
But what about content that is geared to help reporters prepare their stories? Since so much reporting—both by traditional, mainstream journalists and new-media correspondents like bloggers—now occurs online, the print-focused press release just doesn’t cut it.
Enter the social media release (SMR).
[Read the complete article in Communication World Bulletin.]