New Technology Affects Public Relations
I just picked this up from a public relations agency:
New technologies have made an impact on how newsrooms operate. Journalists are simultaneously facing added on-line duties and large staffroom cuts and are increasingly dependent on the internet and press releases. Yet most PR professionals continue to use traditional press release distribution methods. You need to stand out from newsroom clutter by delivering a highly branded and media rich press release directly into the hands of journalists and bloggers.
Indeed, 85% of journalists prefer to receive press releases via the internet (as compared to 6% via fax, 5% via mail and 3% via terminal). Moreover, the more information you can put into the hands of journalists—images, backgrounders, translations, video, etc.—the easier it is for them to tell your story.
