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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