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Press releases are an incredibly valuable form of PR. In fact, we surveyed over 3,000 journalists for our State of the Media report and found that press releases are a journalist's favorite form of content to receive from PR pros. One example of a brand using press releases well is fast food chain Wendy’s, who announced their pumpkin spiced frosty just in time for fall - and it went down a treat. The press release featuring the announcement was distributed via PR Newswire, and picked up by 394 publications including USA Today, iHeart Radio, and Live5News. Public relations definition guides tend to over-focus on traditional PR activities (e.g. press releases) and overlook opportunities brought about by new media (e.g. newsjacking). But a reactive PR strategy can give brands a unique opportunity to insert themselves into breaking news and cultural moments, earning them incremental coverage. While the practice of newsjacking has been around for centuries, the concept was only coined back in 2011, by marketing and PR strategist David Meerman Scott.
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