Social media has changed the game for public relations. Blogs have become a powerful channel for content distribution, if not more powerful than newspapers, and Twitter accounts provide a direct connection between company and customer.
We don’t think press releases have gone the way of the dinosaurs yet, but we are seeing new and innovative ways for companies to circulate news. For example, Muck Rack now offers a Twitter press release service.
Muck Rack is an aggregator site, streaming Twitter accounts from top journalists and bloggers (the Associated Press, ABC News, CNN, Fox News, Hufifngton Post, NPR, Reuters, The Washington Post, and more) to provide an “inside the newsroom” feel for media junkies. The idea behind their new press release service is to put your content – your press release – in front of all those journalists, while capitalizing on the brevity of the Twitter tweet.
Submitting a press release to Muck Rack is a pretty straight forward process. You don’t need a personal Twitter account either. Just type a 130-character message in Muck Rack’s online form and hit submit. This will most likely be your press release title or a good lead-in, plus the URL to the full press release. We recommend using a service like bit.ly to shorten the URL, which supplies click-through rates for each URL tweeted.
Muck Rack charges $1 per character with a $50 minimum, which you pay through Paypal. After payment is received, your press release goes out immediately, i.e. it’s tweeted by the @MuckRack Twitter account, added to Muck Rack’s PR page, and featured in the sidebar of the homepage.
Muck Rack averages around 30,000 site visitors/month and has 3,600 followers on Twitter. Not too shabby, but again, it’s the audience we’re zeroing in on here. If you’re trying to target journalists, reporters, publishers, and news junkies, which is the goal with any press release, Muck Rack may be the perfect venue.