Is the media release dead in the age of social media?
Well, one would wonder why companies or organisations issue media or news release, let me tell you the whole trust behind it, its because they want issue information or get the message across. Yes, media release is dead or should I say its been long dead before even a lot of people get to understand or know its purposes. don't get me wrong, there were times where it was really considered as one of the best medium of communication to reach the gab of the organisation with its targeted audiences. Funny enough the introduction of social media changed all that and it brought a new sense or ways of reaching out to the people as soon as possible rather than sitting the whole day trying to send media releases to journalist and then also waiting for confirmation.
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Yes, there are times when they are a necessary evil. Earnings releases come to mind as they contain legally binding statements. But the traditional news release is a dreadful animal–read by few–and should be put out of its misery, http://goo.gl/hib5jB. In the 21st century, especially when it comes to football clubs or teams (both national and international) neglect or avoid using media release instant they prefer social media as it fast, consistence and trustworthy, i.e. they usually use it to announce new signings and accomplishments. for instance, Real Madrid used social media to announce their new signing which will instantly show their supporters and fans around the world about their accomplishment, if it was back in the old days of relying to media release, their fans would have had to wait for the following day just to hear the news.
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In
an age where established corporations are challenged by Internet start-ups and
consumers order dinner on their smartphones, every industry is learning to
adapt to modern advances in digital technology. In fact, industries are finding
ways to harness these developments and capitalize on them. the truth is, whether you
like or not, that social media have created a global village in relation to
reach the gab information transmitted to people. social media is the
opportunity to tell the people stories and get straight to the point, which is
what people want to hear compared to media release. Media releases
are long and sometimes people want to hear the news only instant
of including the why, where, when, what, which and how (called the
5w's and H). In conclusion, the truth is, no matter what you call it or what form it takes as digital and social media will continues to evolve and grow faster than you expected.
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I would like to disagree with you on the points you've made about the media release being dead. I do not think that it is dead, why am I saying this, it is because I know that PRPs has come up with a way to fit the media release in the social media, they have created a digital media release that it being distributed to various social media channels, and it is still so powerful and useful as it now includes digital features that allows the targeted publics to interact and engage with the organisation. So, it is not dead, it has been transformed.
ReplyDeletewell funny enough, transformation does not necessary mean success, the nice thing about social media is that, it is not distributed to people, every one can access it instantly on the go.
DeleteI would like to add on Ivy... yes it is true media releases are now converted to digital media release. Digital age has took over, things are no longer done traditionally, companies now load information on their websites instead of issuing press releases.
ReplyDeletetrue that, but bear in mind that not all people make use of the company`s official website, some people can share or see information through their friends pages, for instance, on facebook or twitter, and people wont constantly check the company`s website for new information while they dont know whats new. Social media gives them whats new.
DeleteI disagree too. Regardless of how powerful social media is, media releases are very important. Good point Thulani. Digital media releases are now playing huge roles in organisations.
ReplyDeleteBack then it was very appropriate but compared to social media now in the 21st century, it has no comparising and social media have created a huge platform to engage with people and their companies.
DeleteThere's no need to send out media releases anymore. For what? For who? Just go straight to your social networks/make use of social media to communicate your message straight out of the horse's mouth and right to your audience. It's simple and fast.
ReplyDelete"For who, For what", interesting, yes social media tells it straight and it gives credibility because its coming from the horse's mouth.
DeleteI am really sorry guys to reply on your comments a bit late, but i value your opinions a lot and they also teaching me something, you know what they say, you learn something new everyday and its part of growing.
ReplyDeleteI also agree that its been long dead because for me even before i understanded what is media release it was little used
ReplyDeleteIm glad we on the same page, its very difficult to understand media releases, because of the content it contains, you have to read the whole informnation or page just to get an idea of what its talking about and its also distrubed to few people or should i say few people have limited access to it.
ReplyDeleteI also agree with you that this things of media release have been long dead, as organisations these days prefers communicating to their audiences via social media, and media releases takes an big effort for people to understand them, anyway wonderful blog you posted khoza and ive learnt something from your blog
ReplyDeletethanks for the complement, and it also takes time to draft media releases and distribute them around.
DeleteI am afraid i have to disagree with you Mr khoza organizations still do send media realease electronically included in the digital media kit.
ReplyDeleteI truely know that but the question still remains, does it reach a vast number of people, huh!!!!!!!!!!, is it accurate and consistent enough, well i dought my freind.
ReplyDelete