Reaching Buyers Directly: The New Rules Of News Releases

David Meerman Scott By David Meerman Scott

Editor's Note: The following article is an excerpt from David Meerman Scott's upcoming book, The New Rules Of Marketing & PR: How To Use News Releases, Blogs, Podcasts, Viral Marketing And Online Media To Reach Your Buyers Directly, which Wiley will publish this spring.

Guess what? Press releases have never been exclusively for the press.

[S]ince about 1995, the wide availability of the Web has meant that press releases have been available for free to anyone with an Internet connection and Web browser.

Millions of people read press releases directly, unfiltered by the media. You need to be speaking directly to them!

Obviously, the first word of the term press release throws off some people, particularly PR professionals.

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