Long gone are the days of your PR firm or your own organization simply sending out a press release to the local TV and print media, sitting back, and thinking that the job of promoting product, service, or individual has been completed.
That's because the news media are no longer the sole audience of the news release; and understanding this new truth is vital to keeping this communications tool fresh.
Stephen Abbott of Abbott Media Group is skilled in using tried and true tools and techniques such as the news release, but putting them to work in new ways.
AMG understands that news releases today can play several functions in the promotions process,. Releases sent to the media aren't necessarily to ensure immediate coverage. In fact, it's unrealistic to assume that everything sent will be published.
In Abbott's political campaigns, frequent releases have served the purpose of showing that a campaign is active, has hired staff, is raising money, is engaging with voters, and is seriously contesting the race.
From these roles, it becomes clear that releases from political campaigns have several audiences.
It's not just local news media, which may or may not be covering local politics, but also political leaders, local business leaders, elected officials, and of course, voters, especially those who are engaged in the process early on.
Sometimes several releases, specifically targeted to these Publics, make more sense than a single, standard release.
Releases written for business can play a similar role by simply reminding local news media and others that the business is active in the community and open for business.
Releases sent to internal Publics - sush as repeat, regular clients - also have a reassuring effect, and can communicate best practices within a business organization, as well as communicating new policies and procedures to everyone, not just to a select few.
Effective internal Communications like this can also build a sense of rapport and togetherness within organizations, reduce gossip and misunderstandings, as well as lower employee turnover.
They can also be employed to convey the new or long-held mission and vision of a group or company.
These reminders, written in news-worthy, fresh ways, help solidify the reputation of the group or company within a community, and help clarify the purposes towards which they're striving. They can also clear up misconceptions that could damage reputations or cloud the purpose of a company in the public's perception in the long term.
News releases, of course, continue to fill the traditional role of introducing new products and services to current and future clients and customers.
They still must primarily be sharing something NEW, and be News Worthy in order to be considered for print and digital distribution.
But they also can demonstrate to clients that a business has the expertise in the field in which they operate, and that they are capable of bringing the latest technology and techniques to bear on their behalf.
Frequent news releases posted on a company or campaign website are an easy way to provide fresh content for visitors. Web content that is frequently changing and updated ranks higher in searches, and encourages future traffic to the site.
Finally, news releases can play a vital role in conveying to relevant Publics within the community that a business is engaging actively with it, playing a positive role by giving back through charitable giving and social involvement.
This has the effect of building positive feelings towards the business, enhancing its reputation and making future business transactions with them more likely.
AMG and Stephen Abbott understand how to fully employ all the aspects of news releases, and use them to the fullest effect on behalf of clients.
Contact AMG today for more information. www.abbottmediagroup.com.