The Web has rocked the world of PR.  The rules of the game have changed.  Because now instead of needing reporters to tell the story of your business, your product, your book… you can use online press releases to reach your target audience directly.  So it begs the question:  Reporters, do your really need them?  I’ll answer that question shortly.

With top press release distribution companies like PRNewsChannel reaching hundreds of Web sites and search engines like Google, Google News, Yahoo!, MSN, AOL and those like it directly, any press release you send will appear to consumers like an article–especially if it’s written like one (which it should be).

This is PR 2.0, built on the power of Web 2.0.  Social networking sites like Twitter, Facebook, Linkedin and others make it easier to proliferate your message online.  This direct to consumer strategy enables companies and savvy marketers to bypass reporters and reach their target market directly similar to what advertising has done–but this method is measurable, much less expensive and more effective.

So, now that question:  Reporters, do you really need them anymore?

The short answer is yes.  Any PR strategy is most effective when you can land a feature story in the New York Times, a cover story in BusinessWeek or a segment on NBC’s powerhouse program TODAY.  But we are no longer totally dependent on reporters to get messages to own target audience.  And that is great! 

Journalists always need a good story.  And if you’ve got one, they will want to tell it.  If they offer do yourself a favor… jump at the chance.  It’s free publicity. You may not need them.  But take it if you can get it.  But also know your can succeed without them, too.

How to Write an Online Press Release, online press release