I spotted a headline in today’s PRWeek “Breakfast Briefing” email and reminded me of a point I make often — if you think today’s new social media PR strategies have put an end to traditional tactics like news releases, think again. The case that was made by the author was that news releases are enjoying a new life because of the Web — unlike the “old days” news releases can live on forever, adding to the archive of information we come across when searching the Web. There are still other points to consider: as in days gone by, we’re finding that releases still add some weight when we’re doing traditional media outreach. And finally, given the ability to repurpose material — blog posts repurposed as releases, releases repurposed as podcasts — there’s even more reason to keep this PR channel going. There no doubt many of us still need to get more social media active — but that doesn’t mean we should abandon traditional PR tactics like news releases when they can still pay dividends.

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