Do you really need a Press Office in the digital age?
We live in a digital world. Companies have at their disposal several channels to communicate and interact with their- segmented and different- audiences. Do they really need to keep their press office? Is it still part of the basic corporate communication function?
My answer is yes, they should keep it. Media are still powerful. Their input is reproduced from a wide variety of networks and platforms, in too many ways, reaching “news consumers” and setting the agenda. So, you still need to build and cultivate relationships with them, stand out and enhance your brand credibility and reputation. Especially if you need to be viewed as an opinion leader or expert. Networking and continuous communication with key journalists will always be a corporate need.
What you really need to consider changing is its operation.
In the era of digital transformation, the press office is not an exception. Its function is vital but it should follow the new rules.
A press release, for example, even if it contains shocking news, should be digitalized. Its creation should not follow the codes of traditional Public Relations. Of course, it needs to be interesting, well-written, and clear to gain attention. But this is not enough anymore. Now your content for media dissemination should be optimized. It needs to be produced in different versions for each channel. The press office will not just e-mail it to journalists. It will also upload it to your owned Media (website, social media) and you need a customized version for each channel.
Optimized content is also a necessity so that your media content will become an asset for SEO. It does not matter if this is a native content piece for the media, a press release, or a blog post on your website. Your press office must take care of this.
You also need the right copy for each social network, which is not always a copywriter’s job when it comes to corporate news or maybe crisis management. Press Office and Corporate Communication are still on top of this.
Multimedia have become a “must have”.
While consuming the media news, 80% of people remember what they see, while 30% of people remember what they read. Also 71% of journalists “always or often” use HD images and HD videos when working on an article. According to PR Newswire’s data, 68% of the 100 most visited press releases contain a multimedia component (61% included images and 7% included videos), 1.4 times more views noted by press releases containing images, and 2.8 times more views for press releases containing videos.
Digitalized press content is more probable to reach your target audiences. It is also more helpful if you not just seek awareness but also for engagement (journalists are also an audience that you will really love to see engaged). It goes without saying that a digitalized newsroom within your website containing multimedia and all necessary information is an essential tool.
This multimedia production should also follow the specs and trends of each social network. You need to be algorithm-friendly if you want to stand out and be visible! But it should mainly follow your news story (yes, this means that the Press Office is the arranger).
If the Press Office is not just used as an advertising tool, it can do a lot for your business.
It can boost its credibility and its earned publicity and visibility. By using digital tools wisely, you can amplify the impact of your media content, measure its effectiveness, and obtain many positive benefits.
The digital press office is certainly not something you need to get rid of but an opportunity to exploit!
