Mailbox vs. inbox: Where should your pitch land?

Circumstances dictate whether a paper press release or an email is the better option. The author offers six scenarios for each approach.

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The philosophy among many PR experts is that the traditional press release is dead, and I tend to agree. In the age of tweets, Facebook status updates, LinkedIn requests, text messages, and rapid-fire email pitches, a formal press release with a boilerplate, quote from a brand representative, and dateline is not typically what gets the attention of editors.

With so many PR people distributing pitches, the desire to have “need to know” information condensed into a pithy email is paramount.

Still, there are still occasions when brands should have the full, formal press release in their pocket. These press releases continue to serve an important purpose of having an announcement/statement on the company letterhead that looks/sounds official. Consider using such announcements for:

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