All the blather about Social Media and the Social Media News Release assumes that our clients aren't looking for coverage from traditional media sources. Wrong.
With the exception of tech and major media, most of the media outlets to which we distribute alerts and releases (and the information isn't unsolicited) aren't even going to visit the client's web site. What's more, they don't like to click on links to download photos or obtain additional information. As for blogs, forget it. Many newsrooms, especially at the smaller community papers, have outdated and slow computer systems. Some TV stations still want faxes, for heaven's sake.
So until cash-strapped newspapers get some major technology upgrades, and until the non-tech-oriented reporters/producers get comfortable with social media, we'll be talking amongst ourselves. In the meantime, there's no substitute in traditional media for a well-written, well-timed and targeted pitch.
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