Is your media release Twitter ready?
(by Creative Territory)

If you’ve ever played a game of "Telephone", you know how easy it is for a simple message to lose its meaning.

Sending out a media release is like playing this childhood game. Very few journalists will ever replay it the way you want and the essential message can be lost as people reword and rework your beautifully crafted prose into just a few short sentences.

This guide provides a great source of ideas for communicators in addressing the challenges of promoting ideas and causes in a press environment upended by technological and social change.  It provides a general overview of the evolving nature of media relations, bluntly addressing the comparative benefits of traditional and nontraditional media sources and distinguishing between those tactics that have been rendered obsolete and those that continue to hold relevance.

As the title indicates, this article focuses on the distribution rather than the actual drafting of a press release. It describes strategies to reach journalists, consumers, news outlets, social networks and newsrooms. Informative statistics, such as the fact that the average time spent by consumers on social networking sites like MySpace, Facebook and Bebo is 3 times longer than news and media sites, help to add substance to the general advice offered in this guide. This quick read contains insights even for those already savvy with press release distribution.