Tuesday, July 18, 2006
Press Release Marketing - One Size Will Never Fit All
I tell you what, I am so sick of the old press release model where you blast a press release out to a bazillion quasi-journalists and trade rags in the hopes that someone is going to pick up on it... that model is broken. Just look at all the "high quality" sites that picked up on our latest press release.
THE OLD PRESS RELEASE MODEL IS BROKEN!
So why did I use PRWeb to submit the first Labitat press release? Cause I knew the model was jacked up but I wanted to use it as an example of what's wrong with the old model. Now don't think that I hate PR Web, cause I don't, they have a great support team and answered all of my questions in short order. But much like my neighborhood home owner association, very little good can come of not allowing me to pick the landscaping company I want to mow my yard.
Okay, I know that may have been a terrible analogy, stick with me, I'm just getting back into blogging mode so it's going to take some time for me to get my flow back.
Most press release services (all of them as far as I know) don't actually notify specific groups of people about your press release that are genuinely interested in your company's news. Sure, you say, of course they don't - there are too many people out there for them to facilitate a direct relationship with every one in their distribution network... I'm sorry but that's just not true.
The old press release business model suffers from a lack of "fitness for an intended use". Meaning, PR Web, BusinessWire, PRNewsWire, etc... are in this to make money for themselves (nothing wrong with that) and to keep their "distribution network" a secret for the most part. They don't want you to know every person that's going to read and talk about your press release because they just don't know which ones will actually talk about it. I'm sorry but that's wiggidy wiggidy wacked.
I propose a direct relationship between the company that has the news and the person that's going to talk about the news. We need an intermediary that doesn't care about hiding the distribution network (think bloggers) and is willing to open up the whole process so every piece is under the control of the company with the news and their own personal distribution network.
More on this later... my girls are not interested in this and need a bath. I'm not finished talking about this issue though.
THE OLD PRESS RELEASE MODEL IS BROKEN!
So why did I use PRWeb to submit the first Labitat press release? Cause I knew the model was jacked up but I wanted to use it as an example of what's wrong with the old model. Now don't think that I hate PR Web, cause I don't, they have a great support team and answered all of my questions in short order. But much like my neighborhood home owner association, very little good can come of not allowing me to pick the landscaping company I want to mow my yard.
Okay, I know that may have been a terrible analogy, stick with me, I'm just getting back into blogging mode so it's going to take some time for me to get my flow back.
Most press release services (all of them as far as I know) don't actually notify specific groups of people about your press release that are genuinely interested in your company's news. Sure, you say, of course they don't - there are too many people out there for them to facilitate a direct relationship with every one in their distribution network... I'm sorry but that's just not true.
The old press release business model suffers from a lack of "fitness for an intended use". Meaning, PR Web, BusinessWire, PRNewsWire, etc... are in this to make money for themselves (nothing wrong with that) and to keep their "distribution network" a secret for the most part. They don't want you to know every person that's going to read and talk about your press release because they just don't know which ones will actually talk about it. I'm sorry but that's wiggidy wiggidy wacked.
I propose a direct relationship between the company that has the news and the person that's going to talk about the news. We need an intermediary that doesn't care about hiding the distribution network (think bloggers) and is willing to open up the whole process so every piece is under the control of the company with the news and their own personal distribution network.
More on this later... my girls are not interested in this and need a bath. I'm not finished talking about this issue though.
Posted By Jason Dowdell at 07:29 PM
Permanent Link: Press Release Marketing - One Size Will Never Fit All
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