Fast-forward 100 years—to 2006—and a famous blog post from Tom Foremski commanded, “Die! Press release! Die! Die! Die!” He wrote:
“Press releases are nearly useless. They typically start with a tremendous amount of top-spin, they contain pat-on-the-back phrases and meaningless quotes.… This madness has to end. It is wasted time and effort by hundreds of thousands of professionals.”
Instead, Foremski proposed that companies “deconstruct the press release” into factual, valuable parts—with plenty of links, quotes, and visual content that journalists and bloggers can assemble into stories that their readers will actually want to read.
Enter the online newsroom
Online newsrooms—or “social media newsrooms” as some have called them—help to address the criticisms raised by Foremski.
By bringing together all of an organization’s news, content, social channels, and multimedia assets in one space—with everything tagged, related, and optimized for search engines—the newsroom can be the hub of an organization’s communications strategy.