In a casual conversational exchange I overheard last week at DVCon (which reminded me of what Steve Jobs said to John Scully – “Do you want to sell sugared water for the rest of your life or do you want to…change the world?” – someone asked if the other’s company wanted to dink out press releases forever or if the company wanted to tell a story that mattered to its audiences.
This conversation got me thinking……There’s nothing wrong with sending out press releases but companies get optimal effect and value when they issue press releases for more than mere information distribution.
What would that be? To reinforce, substantiate or bolster the company’s story. Sending out press releases (or saying, writing or doing any outbound efforts) ought to convey at least one of the company’s message points.