A recent article in PRWeb discusses the survey results fielded from approximately 600 PR professionals regarding the use of news releases.

According to the results, a news release’s primary audience still remains the media at 64% while prospects and customers are at 24%. However, the news release’s delivery method has shifted from just the traditional newswire (11%) to the use of online distribution (15%) and the use of both methods (46.2%). There is increasing interest in driving media and investors to company Web sites where they can have access to more information and develop a better understanding about a company’s technology and prospects.  Since the universe of media is also shrinking, PR professionals are utilizing a more targeted approach when pitching a story to journalists.

At Russo Partners we strongly believe in distributing major company news through the traditional newswires and targeted e-mailing.  With second tier news we may recommend the use of an online distribution which is more cost effective while reaching the desired audience.  We always recommend targeting a selected group of journalists with interest in specific company news.