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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