Press releases are press releases, and blog are blogs. Never the twain shall meet? That depends…
More than half (60%) of PR executives said they have not used blog type news releases without a formal news release, according to an exclusive study conducted by marketing communications agency MWW.
Among those PR executives who are using a blog style release without the accompaniment of a formal news release, 44% of the respondents said they plan to use more blog style releases in the future while only 6% said they would use them less.
â€œItâ€™s not blogs versus news releases, thatâ€™s the wrong discussion,â€ said Ephraim Cohen, executive VP of technology and digital content at MWW. â€œThe discussion should be around formats, and when to use one, or the other, or both.â€
The online study, which was conducted in December and January, garnered a total of 42 responses. Nearly 80% of the respondents work in communications for a company or PR agency, with 42% in a management or supervisory role.
Despite the tremendous growth in social platforms, formal press releases still hold sway with stakeholders, according to the survey.
â€œItâ€™s a formal documentation of the news, whereas a blog is a place to further the dialogue to whatâ€™s in the news release, and then, if itâ€™s appropriate, extending to other mediums such as video,â€ Cohen said.
He stressed that traditiional and new media outlets alike still expect a formal press release for news and information. â€œAs expectations change our delivery of news will change, as well.â€ PRN
Ephraim Cohen, email@example.com.