The Changing Face of the Press Release
According to the Executive Summary of a study conducted by Fellows of the Society for New Communications Research and made possible by Vocus, the advent of new online communication channels, the goals, target audiences, and overall scope of press releases have transformed press releases themselves into a new communication tool used by public relations and marketing professionals alike.
The respondents’ top goals for online press releases indicated that the traditional goals of increasing an organization’s visibility and credibility and announcing news are now almost equally as important as new goals that include reaching customers directly, creating online content, and search engine optimization (SEO).
