A few people have covered the launch by Muck Rack of a new service that publishes one-line, 130 character press releases to Twitter for companies. It’s a variation on their existing offering, which aggregates tweets from journalists. The new press release distribution is designed to show off those corporate release tweets to that same journalistic audience.
I’m not the first one to point this out, but it’s hard to see how this kind of thing improves upon the idea of companies building up their own networks and using them as outlets for corporate news. Even beyond that, though, this is a great opportunity for corporate marketers and their agencies to revisit the idea of just how they’re getting the news out across the board.
Traditional press strategies (write press release, call/email trusted, relevant reporters, score desired coverage, etc etc) will certainly continue to exist for the foreseeable future, even if some of that “desired coverage” is increasingly sought in high-profile blogs as well as top-line newspapers.
Those strategies, though, can co-exist with an online press room that’s geared toward reaching the blog writers that cover a particular industry. Outfit your press room with RSS feeds, high-quality downloadable pictures, embeddable videos and other material that’s going to level the journalistic playing field and it doesn’t matter if the blog that writes up the news of the day is a big one (since it will trickle down to the smaller ones) or a small one (since eventually it will rise up to the big ones). All that matters is that it got picked up and that they used the high-quality materials you created.
There’s still a place in this world for giving The New York Times the news early so the writer there can get it in tomorrow’s edition. But once that story is published push out the press release to an RSS feed that everyone and anyone can subscribe to and push the link to that release (or the link to the NYT story – or both) to your Twitter followers.
Devote your energy to reaching a targeted, relevant and interested audience. That part is common sense and there’s nothing new about that statement. Just make sure you’re reaching that whole audience in an immediate way and not putting artificial limits – limits that used to be real because of the reality of media publishing – on how you define that audience.