Contrary to belief, the news release is not dead. In fact, in Asia Pacific, the news release is STILL one of the most considered communication materials for the media. Cision’s Global State of the Media Report 2021 concurred that 78% of journalists prefer news releases and announcements compared to other content types. In Asia Pacific, the news release is still seen as an authoritative information source that is ranked higher than bylines and commentaries. So, what would make a useful news release that may find more traction with the media?
I was a teenage coder in the 1970s, and learned BASIC, COBOL and Fortran, and of course, embraced a whole slew of other languages along the way until today. But I did not ever envisage a career in coding. When I faced the worst recession in 1980s, I was hoping for a job in chemistry. But a laboratory job with a quasi-government lab ended my interest, and I went on to pursue a career in marketing, business development and consulting. That direction paid off, even today, and will easily carry me forward to retirement. I always had the knack of foresight, thankfully.
Yes, a movie can have revelations for business, entrepreneurship, marketing, branding, and leadership. The latest craze is Top Gun Maverick, featuring the long-awaited return of Tom Cruise reprising his role as Captain Pete “Maverick” Mitchell, a test pilot and then Top Gun instructor for a suicidal stealth mission. It is a great adrenaline rush for many of us aviators, and many who aren’t. So, what did I connect the film with in terms of business and leadership?
If you are trying to gain ink or screen with a media in Asia Pacific, the BEST way is to work with the experts – PR agencies which do this for a living day in, day out, and thoroughly battle-tested.