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And We Wonder Why Press Releases Don’t Work Anymore …

May 31, 2012

With the launch of the Samsung Galaxy S III smartphone in Sydney today, it was no wonder journos were deluged with press releases. If comments on Twitter are anything to go by, up to nine press releases were sent out from one company alone – by the looks of it, caused by some sort of server glitch (see comments from ZDNet journo Josh Taylor).

Every telco and accessories provider would have been in on the act today, releasing their plans for the Galaxy S III – and good luck to them. Combine that with every other IT and telco company making an announcement (or multiple announcements, or sending out the same announcement multiple times).

It’s far too easy to send out press releases these days, and increasingly companies seem to be resorting to automatic distribution tools to make the job easier for themselves. As a result, all that happens is that journos’ inboxes are filling up with irrelevant content, and making it next to impossible to get your news heard.

I know a lot of journos hate the phone call from PRs – “did you get our press release from company X?” – but what do you do? I refuse to make those calls – because I know how much journos hate it – but I know from my own experience with email that I don’t read everything I get in my inbox – and I know journos are in the same boat. There are just too many emails to get through in a day.

I don’t know what the solution is, but there has got to be a better way …

(Pictured: “Demonstration (92) – 18Oct07, Paris (France)”, photo by philippe leroyer, available under Creative Commons Attribution-NonCommercial-NoDerivs 2.0 Generic licence.)

One Comment leave one →
  1. July 6, 2012 4:06 pm

    I don’t know what the solution is, but there has got to be a better way …—That’s it!

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