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March 19, 2010
Moving Toward Mobile News Releases

As more present and prospective PR clients start relying on mobile communications, PR practitioners will have to be familiar with mobile tools and techniques. Some are already. Others will have to start writing press releases and other materials for reception on the go.

Inspired by the recent Mobile World Congress in Barcelona, PR Week worked with CC Group, a PR and integrated communications consultancy specializing in mobile, to get a sense of where things are heading. They surveyed 28 journalists from tech and business media and found, first off, that mobile currently isn't especially helpful for PR purposes. But it needs to be, starting with shorter, tighter news releases.

"Many PROs still write for a bygone age when their press releases were consumed on a 15-inch screen by someone who sat at a desk," said Richard Fogg, CC Group managing director. "The reality is that nearly three-quarters of the early-adopting media audience will read your materials on a three-inch screen on the tube."

With that in mind, one respondent noted: "As more reporters rely upon mobile email, PROs need to change the way they write releases. They must be shorter, with bullet points rather than long descriptions. Pictures must be stored on the web."

The PR Week piece includes other insights indicating that while the trend toward mobile business messaging is still in an early phase, it's gaining headway. Time to start paying it heed. We thank Ragan Communication PR Daily feed for bring the PR Week report to our attention. 


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Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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