News Releases: Dead or Alive?

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As PR legend has it, early pitchman Ivy Lee pioneered the news release when he sent the story of a train wreck to the New York Times, and the newspaper printed it. Little did he know that millions more news releases would be issued by those that followed in his footsteps. It’s this crushing volume of digital paper that, today, more than a hundred years later, has many journalists crying “enough!”

Is the news release dead or alive? If more and more reporters don’t want them, does it make sense to write and send them anyway? Robert talks with PR pro Shalon Roth, an agency veteran who runs her own shop in London, called PR-it, to get her take on the past, present, and future of the humble, but loveable, news release.


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