Posted by Media Relations on Monday, January 16th, 2006 - Comments »
Charles Arthur, a technology writer for the UK newspaper, The Guardian, is saying “no” to press release pitching.
Instead, Charles, like many journalists these days, is relying on news feeds to find his stories.
The problem with traditional press release pitching is this:
Too many PR specialists do not take the time to ensure that they are sending journalists press releases relevant to their particular beat. Why would journalists spend the time sifting through irrelevant press releases in their inboxes to find a gem, when they could more easily use an RSS aggregator to find the news they are really looking for?
RSS feeds are not only more successful in delivering material that journalists are actually looking for, but they also remove the annoyance factor that haunts every journalist that has ever received an inappropriate PR pitch.
It would seem that the role of the press release is rapidly changing. To successfully communicate client news, PR professionals must now keyword optimize press releases and distribute via RSS feeds to make sure that they reach their target journalists.
Which news feeds are you subscribing to?
Feedback from journalists is highly encouraged.