Web 2011 Conference at Penn State

Back in the day, if you worked in a university public relations office, you spent a good deal of your time writing or editing news releases about the great things your school was up to, and then distributing those releases -- in envelopes, with stamps! -- to reporters. So what happens now that the humble news release has broken out of its envelope to live a long and full life online? As traditional reporting on sciences and the arts shrinks, do we even know who our audience is when it comes to press releases? Does the "press release" as an editorial form make sense anymore? This session will present a model for thinking about the press release that goes beyond its traditional role. We'll discuss content strategy, internal audiences, social media implications, measuring success, and "building buzz" by telling our own stories.
Level:  Introductory - Assumes no prior knowledge of topic
Prerequisite knowledge:  Knowledge various social media platforms would be helpful, but not necessary.
Attendees will learn how to measure the impact of an online press release, how to write for a larger online audience beyond mainstream reporters.
PRESENTATION SLIDES: http://www.slideshare.net/lpacker/rethinking-the-humble-press-release