6. Breaking Past the “Press Release” Goal

Admit it. As marketers, we love it when a customer agrees to participate in a press release. We are thrilled when customers put their name close to ours—and they confirm in print that they like us! It doesn’t seem to matter if the customer can only share a benign statement such as “We’ve done business with them.” For some reason, we hang on to a need to share our relationship with the world through a press release—and here’s the irony—that may never get picked up by anyone other than a search engine.

Marketers need an intervention that forces them to reevaluate the value of press releases and reassess how they are used through media properties and their audiences to spread a message. It is then a short ...

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