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Rethinking Press Release Tactics & Objectives

Evolving media and information environments require communicators to refresh and update their tactical approaches and campaign outcomes

Nov 13, 2013, 14:00 ET from PR Newswire Association LLC

NEW YORK, Nov. 13, 2013 /PRNewswire/ -- Today's new media and marketing environments require communications pros to constantly evaluate their tactics.  The right tactical mix is fundamental to developing successful PR and marketing campaigns.  However, the digital and attention markets we operate in today also require communicators to rethink and refresh how they use tried-and-true tactics. 

Today, for example, organizations are issuing news releases to achieve a variety of objectives, including:

  • Increasing traffic to a web site or landing page;
  • Promoting direct audience actions, such as event registration, downloads of an app or white paper and product purchases;
  • Seed the social web with key messaging;
  • Positioning the organization or one of its experts as a thought leader or industry source; and
  • Distributing or driving attention to marketing content, such as infographics, blog posts and videos, to acquire new qualified audiences.

To deliver these goals, the press release has undergone a transformation.  We discuss this evolution on the Beyond PR blog, in a post titled "Ditch the Press Release? Not so Fast," which you can read here: .

PR Newswire ( is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 59 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content — from rich media to online video to multimedia — and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world's largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world's enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.


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