The PR Evolution: Say hi to this new, intelligent species!

Once upon a time, well respected enterprises used to create and distribute Press Releases. If you are old enough (that’s just 20 years ago, not the Flintstones era), you should remember the fax distribution or, in some cases, envelopes with printed media announcements, supporting documents and photos, sent by courier to your press contacts.

If you are a newbie, you laughed reading the good old-fashioned ways described above. You probably are a smartphone geek, distributing press releases by emails with attached files and links to high resolution photos.  Well, laugh no more. I have news for you: The traditional press release is dead. Long live the media release!

Same difference, you might say. Not exactly. While in the past (where past equals till very recently) PR was all about the journalists, today we have a wider (yet more targeted) audience of influencers we want to impress: journalists, bloggers, social media stars, etc. Therefore, the typical, ordinary and widely beloved press release won’t get you going for long. What you need is a mix of good narratives and the right approach.

While things have become far more complicated for the PR teams and corporate representatives, there hasn’t been a more exciting time to work in PR. Just imagine the possibilities, the streams, the means and tools available to craft something truly amazing. It’s still another day in the office. And yet, no day will be like the previous one, ever again.