2009 November, 12th

Mihaela Lica

New Media Dynamics… Reinventing the Press Release – White Paper for PR Pros

Great communicators have always had to adapt to change. They either adapted or they failed to communicate. While the essence of communication has remained unchanged for tens of thousands of years, the tools used have grown and evolved greatly. Still, no matter what technological advances have been added, essentially none of the methods have been discarded, they were simply refined.

This is true of press releases as well. Once, a relied upon media and customer outreach tool, the press release is long overdue for an overhaul. The rapidly changing media environment of today demands more creativity, flexibility, focus, and even novelty of communicators and their tools. Traditional media outreach went out the moment purely traditional media shifted to the Web. Companies that do not understand this are frankly doomed to extinction in the 21st Century.

For Pamil Visions, statements like this have always been part of our corporate dogma. The reason for this is that we grew up, or came into being as a company at the onset of this shift, in fact we even contributed to the shift significantly. We are, after all, an Internet communications company. The reasons for this shift to online social and other types of media are well documented and numerous, but the important thing here is not whether communications is going digital, but how we as business people adapt our tools to the shift. For this reason, Pamil Visions’ experts, in collaboration with others from around the social web, are endeavoring to document and foster these needed changed.

Apart from new forms of press releases, like social media variants, today’s optimized press release is more refined, contracted, simplified and in the end media friendly.

This first in a series of white papers; Press Releases Designed for Effect – Reinventing the press release for the new media dynamics, reveals what a this new tool looks like. Also, the paper will become an integral part of an ongoing information stream designed to foster not only more effective communication, but a greater understanding of the social Web as a whole. In short, this will be an in depth “how to” on engaging the digital world. So, “just when you needed it most”, Pamil Visions will introduce readers to the latest information possible – primers for going digital and staying there. We begin with the press release…

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About the Author

Mihaela Lica is senior partner at Pamil Visions PR and editor at Everything PR. She is a widely cited authority on search engine optimization and public relations issues (BBC News, Force for Good, Reuters, Al Jazeera and others), with an experience of over 8 years in online PR. Mihaela writes occasionally for SitePoint, Search Engine Journal, and other online publications. Follow Mig on Twitter or send her an email at mig [at] pamil-visions [dot] com.

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