TROY – I have come a long way with PR, from hand delivered press releases to mass e-mails; we have both been changed by technology, writes John Bailey, founder of John Bailey & Associates public relations, in his latest blog entry.
In fact, a colleague recently told me that I was ?old school?, but have the openness and receptivity of the ?new school?. I was – and am-flattered by the comment.
However, delivering media releases is not the only tactic that has been or will be affected by new technology. I see standard press kits becoming a thing of the past. Journalists already do not have enough time to read through all of the materials included in a press kit, and they usually get tossed into a pile of press kits from other companies.
These will be replaced by totally digital press kits on CD-ROM?s. Sound bytes, video clips and images can be included on these press kits as well as the written documents. This gives the journalist freedom to browse at their leisure, as well as a small, compact kit for all the materials that would have to fit in a folder or binder. It also lets them be journalists and allows them multimedia at their fingertips to get information from.
To stretch this idea even further, advanced technologies have made it possible for press kits to be interactive. Journalists click through the press kit materials as if it were a Power Point presentation or a type of trivia game.
New ways to reach media are always being tested. Coming up with innovative ways to reach media is always being thought of. So, what is the next tactic to reach the media, what will be done to grab their attention now? We will soon find out.
John Bailey is CEO of John Bailey & Associates public relations in Troy. This column was posted to his blog. To read Bailey blog, click on BaileyBlog.Com
