Are News Releases a Thing of the Past? (Part Two)

David Estok, Vice President, Communications, University of Toronto
David Estok, Vice President, Communications, University of Toronto

 

In our previous article we talked about how one of our long-term clients, the University of Toronto, stopped issuing press releases in favour of authentic storytelling. They created a content hub that looks very much like a media newsroom.

Below is a transcript of John McKay’s interview with David Estok, Vice President, Communications at the U of T as they discuss how this approach has produced results. The conversation has been lightly edited for length.

JM: How and when do you provide U of T News stories to the reporter?

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Are News Releases a Thing of the Past? (Part One)

The University of Toronto doesn’t do the news release thing anymore. They now produce real stories and use RMA to prepare their spokespersons. How do you engage with media in a post-news release world?Typewriter with the words "Press Release" on the paper

Let’s say you have a great story to tell. It’s a story that is interesting, relevant and even exciting. As with all good stories, it reveals something about you as the author or the teller. You want a lot of people to hear it.

Way back in the 1900s it was a routine practice to put your story in a news release and pay a big company to send it out to all of the relevant news outlets.

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What Might Have Been: Project Communications Part 2

In this follow-up to Economic Development Communications 101: How to Effectively Communicate Your Project to Your Audiences, we take a closer look at some of the biggest risks to project communications.

Wind turbine against clear blue skyRenewable energy projects that weren’t built. Much needed power plants that never came online. Improved food production stopped in its tracks. Vaccinations that were never administered. All of these are examples of how extremely competent subject matter experts and leaders of technical industries had the carpet yanked out from under them because of poor or absent communication and public engagement.

You can also see it at play on a smaller scale within organizations when new projects or initiatives are derailed because staff, customers, stakeholders or the public were not engaged in the process.

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Who do you prove yourself to be?

A tradition is only a tradition if you keep on doing it.

Mars spacecraftThe “way the world works” only works that way if everyone agrees that’s the way it does. “Playing the game” is only effective if everyone agrees that’s how the game is played.

This is all self-evident but it comes with a proviso. It is unwise to keep using the same traditions, ways and games long after the context in which they operate changes in fundamental ways.

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