A modern press release is an evolved entity. Sure, the body and its main features still hold some resemblance with its traditional ancestor, but the tone has changed and some important new features have been added. Social media elements embedded within the modern press release boost reader engagement and enable discoverability and sharing. Online releases need a touch of SEO (search engine optimization) and the list goes on. The following publications give you a better understanding on how the press release game has changed. New media rules govern these marketing tools today – understanding this means staying ahead of the game.
Press Releases Are Not a PR Strategy by Linda and B. VandeVrede is a definite must-read to understand today’s world of consumer-generated content. The book is addressed to executives, PR professionals and communications students, but we find it useful for any business owners who want to understand the different roles of press releases and PR in marketing.
The New Rules of Marketing and PR: How to Use News Releases, Blogs, Podcasting, Viral Marketing and Online Media to Reach Buyers Directly (New Rules of Marketing & PR: How to Use Social Media, Blogs,) by David Meerman Scott has already received raving reviews. According to Mark Levy, this volume “teaches readers how to launch a thought leadership campaign by using the far-reaching, long-lasting tools of social media. It is an invaluable guide for anyone who wants to make a name for themselves, their ideas, and their organization.”
John Foster’s Effective Writing Skills for Public Relations (PR in Practice) is filled with tips on making the best use of written communication. You’ll learn how to write concisely using jargon-free language, avoiding overused words and phrases.
The Power of the Press Release: Tips, Techniques and Templates by Karen Friedman is a self published little book, written by a reporter. Insider tips will certainly help you attract reporters. The book includes sample releases, how-to-write-templates, format suggestions and tips to make your releases stand out.
The Public Relations Writer’s Handbook: The Digital Age by by Merry Aronson, Don Spetner, and Carol Ames was reviewed by Richard Edelman himself: “Essential for any PR professional. Well written and easy to understand.” The message of the book is simple: clear writing is the key to effective communication.
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