by Monika Maeckle, Vice President of New Media
“I think now, more than ever, traditional press releases matter and that wire services like Business Wire are worth the expense – or rather – the investment.”–Alan Weinkrantz
We don’t pretend to be objective about press releases, and indeed a quote from our boss Warren Buffett, seems appropriate here: “Don’t ask the barber if you need a haircut.”
That said, it’s refreshing to see a PR practitioner who’s been embracing social media for five years laud the attributes of the “traditional” press release as well as those of the ”paid wire services”–in this case, yours truly: Business Wire.
Alan Weinkrantz, a high tech PR consultant in San Antonio, is a contributing business columnist for the San Antonio Express-News and a peripatetic poster on Facebook, Twitter, Posterous, LinkedIn, Flickr, his own blog and elsewhere. I often wonder if the guy ever sleeps. As he details in a blog post , Alan used Business Wire to issue this press release for his client, DenimGroup, a San Antonio-based IT consultancy and security software firm.
Typically Alan pitches stories via email to a targeted list of media, bloggers and industry analysts and points to the release on social platforms like Twitter and Facebook after it’s been disseminated by Business Wire.
“Business Wire is our core distribution platform for reaching journalists, analysts and bloggers who search for key words in their area of interest. We also use social sites to supplement our efforts and hashtags on Twitter so we can be found this way,” says Alan. “Business Wire provides confidence that we’re helping the client populate the Internet, major search engines and industry sites that we can’t reach on our own, no matter how many pitches and phone calls we make.”
Alan’s Business Wire distribution hit a homerun for his client with an application story in RFID Journal.
He’s quick to point out that the release itself did not carry the story. ”It led to the opportunity,” he said, adding that when the lead came in, he followed up to coordinate story development with the client and the PR teams involved. “It was a great story that brought attention to an industry looking for innovative and secure ways to integrate RFID.”
And that’s how it can work. Thanks for sharing the story, Alan. We agree with you: “Long live the press release. Viva wire services (paid ones I might add) like Business Wire.”