‘Why the blog post is killing the press release’ – Marketing Land
Patrick Armitage says, “Now that we’ve established how social and mobile are completely changing the traditional desktop, website and content experience, it’s time to rethink the press release.
We are now in a post-gatekeeper era of publicity and PR.
The gatekeepers are no longer the editors and reporters of magazines and newspapers. The “gatekeeper” doesn’t exist anymore.
The brand is the gatekeeper. No longer does a new product launch require a pitch letter and an intern to reach out to a list of editorial contacts — spraying and praying for a response.
Companies and key influencers with an established online presence often have more reach than the publications they pitch
Take Jason Fried, founder and CEO of Basecamp. His Twitter followers outnumber readers of many industry publications. That’s one data point. But when you add his Twitter followers to the 91K following him on Medium and the 24K following his company’s blog, he’s built up quite the distribution network for his company and its product updates”.
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