Читать книгу The New Rules of Marketing and PR - David Meerman Scott, Kevin Nalty, Steve Garfield - Страница 25

In the old days, a press release was actually a release to the press, so these documents evolved as an esoteric and stylized way for companies to issue their “news” to reporters and editors. Because it was assumed that nobody saw the actual press release except a handful of reporters and editors, these documents were written with the media’s existing understanding in mind.

In a typical case, a tiny audience of several dozen media people got a steady stream of product releases from a company. The reporters and editors were already well versed on the niche market, so the company supplied very little background information. Jargon was rampant. What’s the news? journalists would think as they perused the release. Oh, here it is—the company just announced the Super Techno Widget Plus with a New Scalable and Robust Architecture. While this might mean something to a trade magazine journalist, it is just plain gobbledygook to the rest of the world. Since press releases are now seen by millions of people who are searching the web for solutions to their problems, these old rules are obsolete.