Press Release Battle Groups: Lessons Learned from the USS Midway

The PRSA’s International Conference held its opening ceremonies on the deck of the USS Midway last night.

From 1945 to 1992, the USS Midway patrolled the world’s oceans with an entourage of support vessels. Destroyers, submarines, shipsanti-aircraft & anti-sub ships, tankers, and supply ships were all part of a battle group designed to support the success and well-being of the Midway and her crew.

In today’s PR world, social media is an unavoidable reality. But it must be viewed as one of many tools that work in concert to satisfy an overall communications plan.

Imagine a press release playing the part of the USS Midway. The Midway has gone through many overhauls to bring it up to speed with emerging technology and to satisfy the demands of modern warfare.

Press releases have also evolved (they are NOT dead, contrary to the beliefs of many). They have moved away from being plain-jane text documents and have literally become mini-web pages that can, with creative and audience appropriate formatting & layouts, provide readers with a visual & interactive entity designed to satisfy the needs of modern information consumption..

As the “carrier” of content, the press release alone is a powerful tool. But in today’s ever changing communications world it is not enough.

Enter the press release battle group – Twitter, Digg, Facebook, etc. All have vital roles to play in today’s b2b and b2c corporate communications environment. They support the success & well-being of the release by expanding the reach, stickiness, and visibility of the content.

As formidable as they are, aircraft carriers need their battle group to maximize their full potential. Social media offers up similar support for the press release.

What do you think?

-Malcolm Atherton, Account Executive/New Media Specialist, Business Wire Phoenix

Follow Malcolm at PRSA 09 on Twitter: @businesswire

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