Every year businesses in the United States pay billions of dollars to agencies to create colorful, clever, attention-grabbing marketing and advertising campaigns.[1] Although these expenditures are essential to success in the modern business environment, the most trusted forms of advertising are far less elaborate; namely, recommendations from personal acquaintances and opinions posted by customers online. According to the “2012 Nielsen Global Online Consumer Survey,” 92% of consumers surveyed … [Read more...]
Archives for December 2012
Chapter 6 – The Press Release
The workhorse of public relations is the press release. Written in the form of a conventional news story, a press release alerts the media to an organization’s news and presents it in that organization’s point of view. Newspaper editors and reporters use facts, quotes, and other information contained in releases to flesh out their stories. Given the importance of the press release and the process of creating and disseminating a good one, we’ve dedicated an entire chapter to the topic. We begin … [Read more...]
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