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?
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.