I really thought that chapter 5 "The New Rules of News Releases" was an interesting chapter. Press releases are such a big part of public relations. With press releases having such a big role in the profession it only makes sense that they would evolve from releases from a pr practitioner to a media source to being posted online for all of the public to see. As I'm sure everyone knows just recently Steve Jobs resigned from Apple. Had this happened say 20 years ago the general public like you and I would not have been able to simply go to apple's website and view it. The release would've gone from Apple to a media source and we would have eventually found out via the media.
With a direct line from the company to the public I think that public relations can be more effective in their goal of two way communication. The press release is now referred to as the news release according to the author David Scott. This name better implies that that the release is sent out as it's basic form, news. The news release is sent out all the time instead of just when big things are happening. I think this is a great idea because if the public is investing in your company they want to know what is going on all the time. The public doesn't want to just hear from you when something great has happened or even worse, when something terrible has happened. With these new ideas developing everyday I think pr is becoming one of the most progressive careers of my generation. We are taking the old ideas of brilliant people and making them even better.
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