Press Release, Die?

In Chapter 7 of PR2.0, Deirdre Breakenridge talks about the social media release. At the beginning of this chapter, Breakenridge mentions there are three main schools of thoughts about the future way of the traditional news release.

According to Tom Foremski, there should be a drastic change in the traditional news release. He even wrote an article named "Die! Press Release! Die! Die! Die!" to argue that we need break down the traditional release to set up a better communication tool. Well, on the opposite side, some others think the traditional news release still has the value to spread news. It is not the right to change. Of course, there are some people holding the ideas between these two opposite sides: yes, it is the time for traditional news release to change, but this change is not that drastic argued by Foremski. And I am one of them.

From my point of view, the development of internet, especially the growth of Web2.0, gives a big challenge to the traditional news release which makes them have to change. The traditional news release has to find ways to adapt to the developing of social media for their surviving. But these changes should be manipulated step by step. It is a mild transfer from 1.0 to 2.0, not a drastic one.

Actually my undergraduate dissertation is about the new strategies for newspapers to survive in this new media circumstance. I think I’m lucky to have the chance to watch this epochal change.

resource:
PR2.0 New media, New tools, New audiences  by Deirdre Breakenridge, Chapter 7