In an interview with Muck Rack John Cangany, Director of Digital Strategy for APCO Worldwide’s Washington D.C. office, makes some excellent points about how journalists use social media and how a PR pro can tap into this information pool to improve their pitching.
Here are some of the gems from the interview:
I think the press release is becoming completely irrelevant, because the information that people want is not specifically contained in a press release anymore. From a social media standpoint, people like information that they can find easily, share easily and understand easily.
There are better ways to deliver the information that a press release contains, which would resonate more with audiences, particularly if it is video or an infographic that could keep people more interested.
Twitter for example is great for news headlines and breaking stories, Instagram is great to visualize a piece of content, video is still really important, and a press release cannot do any of those things very well.
Takeaway? Tell your stories visually. Think of the visuals and the headline first. Post that to Twitter, YouTube, Instagram and Pinterest. Then if you are going to write a press release, have it be the back up to the visuals, not the other way around.
Read the full interview>>
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