Please, communications and marketing people, start more loudly disrupting the usual practices. When your corporation looks at its long -stablished strategy for announcing news, the boring old press release should be an aside, if that. Instead, those organizations that have been steadily building social capital and creating consistent, targeted sector leadership content – even if not as frequently as you’d hope – WIN.
Do not leave this “disruptive” idea to an outside consultant, who frankly can have a tough time getting in front of the right decision-makers even when he or she is being paid for such expertise.
Traditional press release approaches (hopes and dreams) will not help your organization be seen.
I do not mean to disrespect internal or consulting PR professionals, because the best of you all know this. I am simply asking that somebody in your midst say – out loud – the phrase your decision-makers do not hear enough: “Why are we doing this again?”
(Need it be said, I would love to help?)