What is the roll of press release in media management?

Question

What is the roll of press release in media management?

Answer 1

The press releases (PR) role is changing all the time.  With blogging and other forms of new media, the press release is changing from a form-for-journalists to a form-for-everyone.

Since most press releases end up on the web at some point people have changed the ways they write them to include messages to consumers almost directly - as if the journalist didn't exist.  

So to address your question directly, the PR can be used to insert content into the news streams, and those streams tend to have subscribers which are bloggers and journalists alike.  PRs are still used to send stories around and probably will be for a long time.

PRs are not dead yet.  I just did a rather lengthy article about PRs on the web for my magazine column and I've linked it below.

Also... David Meerman Scott has written a great book called "The New Rules of Marketing and PR" - you should definitely get a copy it's wonderful.

Scott

Answer 2

In journalism, a press release is one of the most effective ways to bring attention to a story, especially a potentially overlooked story. By preparing a great press release, you can - hopefully - catch the attention of a writer and bring your story to light.