How many people really pay attention to press releases? Answer this question: Which has a better chance of getting a story?

A standard press release for a new biography done in the typical fashion or an online documentary series featuring the author and an on-location, behind-the-scenes look at the making of the book? (read: foreshadowing for the second part follow up to this post)

The answer is as old as time. Everyone loves a great story. From the day of the caveman to the modern day movie it is a form of communication written into our very DNA. Journalists have a need to create compelling stories and the easier we make it for them to accomplish the better chance of success our topic has of becoming news. Ford Kanzler, managing partner of Marketing/PR Savvy in El Granada, CA, believes

“gaining effective publicity value often comes from bringing something new, fresh, newsworthy and interesting to an interest group or online network, while subverting the brand marketing message in favor of ‘sponsor or contributor identification only. The promotional benefits accrue from the fact that your organization or company is the one that made or helped make the story come to be seen. Too many marketers and sponsors don’t get this.”

This is precisely where social media, PR2 and content marketing converge.

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Tags: Brian Solis, journalist, Marketing/PR Savvy, media agency, media outlet, media relations programs, online documentary series, online network, online newsroom, Social Media Group, social media newsroom, Todd Defren