Turning News Into Knowledge

It’s funny that even in these days of modern management, PR too often gets caught up in the ‘how broad was our distribution’ rather than ‘how many people were spurred to action.’ In this sense, I don’t think the ‘shotgun’ approach to distributing news releases has ever been truly successful.

But the reality is, news releases in any format can be effective if used properly.

Traditional news releases can work, although I was always taught to use them sparingly. I don’t think anything has changed.

That being said, the so-called “new media news release” also has to be used for what it was intended. If it’s abused, the ‘them again’ attitude will rear its ugly head.

Here at MediaMiser, we’ll distribute our news differently, depending on the type of news.

We don’t just target the media. Some of our releases are targeted at investors, customers, and our online public. In fact, we rarely distribute our releases on the traditional news wire.

We post them on our site and at online news distribution sites, such as mediasyndicate.com. This helps our Google PR rating and provides us with even greater exposure.

I believe corporate messaging is just an extension of advertising and vise versa.

When it comes down to it, it’s all just branding and this is why marketing departments and corporate communicators need to work more closely together. Branding is branding and consistency will help reinforce your image to your audience.

That said, I think messaging can also be very dangerous if not used properly. Overexposure can have the same effect as ‘Chinese water torture’.

Also, because corporate branding is being used in an ever-growing variety of media, it’s extremely important that corporate communicators and marketing specialists have processes and a way of managing the message.