This is an exclusive blog post by Rich Tanklsey. "…Well, besides being a relic from the ancient past, the boring copy of your press conference that runs identically on all media platforms will get almost no views…"
Press conferences originated in the early 1900’s when there was no way to get information quickly to the press except to call everyone into a room and talk to them. There was no e-mail, no SMS blasts, no Facebook, no Web sites, no mobile phones. So really the only way to get information to anyone besides writing a letter was to tell them in person.
Fortunately, in the 1980s e-mail was invented and gave everyone a faster, cheaper, easier way to get information to a lot of media outlets at once.
Now with digital media dominating news distribution the paradigm has changed even more. Gone are the days when each news outlet ran their own story about an event or press release. Now media outlets just copy or curate the same information that everyone else is running.
So why is your press conference a waste of money? Well, besides being a relic from the ancient past, the boring copy of your press conference that runs identically on all media platforms will get almost no views. Why? Well, most news sites put up so much content that your press conference, no mater how riveting you think it was, gets pushed down on the page so quickly that only a few people actually get the chance to engage with it.
So what is the solution? Drop the press conference completely. Take the money you would spend on cookies, coffee, the room, etc. and give some of it to your favorite media outlet and work with them to promote your news.
You see, if you work directly with just one media outlet, now you are providing them something of value: an exclusive. In exchange for this value the media outlet will discount things that they would normally charge a premium for, like amplifying your post on social media, including it in their e-mail newsletter, or running a banner on the home page driving people to your post.
Now instead of getting 10 views on 10 different web sites for your story, you get 10,000 views on one site. Then the magic of modern digital media happens: all the other sites now copy the news and run it anyway. So your news gets everywhere, but the outlet that you gave it to first got you 1000 times more views on your news than if you had had your expensive press conference
Written by Rich Tanksley.
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