The press release has been a staple of modern public relations since the 1920s. It has served as the ultimate binding agent between journalist and PR professional. However, it now appears its future is uncertain and Twitter may be what’s taking its place.
Twitter has been changing the PR world since its inception in March 2006. It’s changed the way brands, leaders, celebrities connect with their fans and customers, causing Twitter to race into one of the top spots on the social media leaderboard. So, we shouldn’t be surprised that Twitter is taking hold of the press release too.
Big brands are choosing Twitter-sized press releases over the traditional version, including Amazon. On Sept 24, they posted 14 updates via their official @AmazonKindle account to introduce the new Kindle Fire HDX, including the three below.
This trend might just be the result of eager PR reps and busy journalists who both might prefer the quick and easy. But either way, if you want to continue to survive in the industry, you might want to learn how to create good Twitter-sized press releases.
According to a blog by AllTwitter, there are three things you can do to execute this properly.
- Distill your information into bite-sized chunks in order to get your Twitter audience interested in your press release, without misleading them. Remember, you only have 140 characters to work with.
- Take four or five core ideas from the release and condense it into one tweet, leaving room for a link to the actual release.
- Spread out each press release tweet throughout the day, so your followers aren’t overwhelmed. Staggering them will increase the number of total followers who see them.
Are mass media ready to embrace Twitter as the new press release? Or do you think there is still a place for the original?