I had the opportunity to participate in a podcast yesterday with David McInnis, CEO of PRWeb, and David Meerman Scott, who you will recall is the author of The New Rules of PR from the How to Use the Modern Press Release update to Viral Copy.
The chat was all about how press releases are now direct-to-prospect communications for businesses. You write a release as if you’re telling a story to your target audience, because that’s the whole point. Much of the discussion demonstrated how this is a good thing for journalists too, because the quality of the press release must be “article ready,” and it can’t be filled with egocentric hype.
David Meerman Scott was excellent. It’s easy to understand why he is a frequent speaker at tradeshows and conferences around the world.
As for me, I’m probably better off sticking with writing. 
I don’t think I said anything terribly dumb, but it’s always a shock to listen to oneself on playback.
I actually will do more podcasting in the future, but likely in a more scripted “tutorial” environment. Copywriting is fundamental to making great audio, video and live presentations, and connecting with people via your “real voice” can really make a difference in your sales.
Here’s a link to the mp3 if you’d like to listen (it’s about 30 minutes long). Other audio options are available here under the PRWeb Online Public Relations Podcast entry for March 21.
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Regarding ‘copywriting is fundamental to making great audio, video and live presentations…’: This is true much of the time, of course, but to me, some of the most powerful moments are unrehearsed and unscripted. I’m evolving a belief that we can achieve more potent viral messages only when we are willing to let others speak about us. There are complications and dangers to this approach, but if your product or service — whatever you’re offering — is true and authentic, then those concerns should be minimal.
Rolf, I agree with you. In fact, I have much more fun “winging it,” but it’s not always appropriate. In interview contexts like the PRWeb podcast, it was perfect. However, I’ve heard too many podcasts and teleseminars where you had a one-person dialogue that was a complete mess.
Winging it in those situations just sounds bad!
Nice podcast. It even seemed for second you knew what you were talking about!
Just Kidding.
Nice work.
Thanks Char. I have my moments (although perhaps few and far between).
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