There's an interesting post over at the Journalism.co.uk blog where they are trying to crowd source the perfect press release.
The post offers some great press release-writing tips for people new to the industry and even acts as a reminder to those more seasoned PR professionals about what journalists really want to know about a story.
But what's interesting about the results is the inclusion of social mediia elements which are being specifically requested by journalists.
Maybe I'm wrong to be surprised, but when journalists are asking for "a headline have crossed over into … short enough for a Twitter update including a link." then it seems we really have gotten over the online vs offline; 'real media' vs social media divide.
The only thing is…. while journalists are adapting quickly to a new, more real-time media environment have PR professionals? I still see a lot of "no-one really reads blogs" or "Yes, but what's the reach of that Tweet?" from PROs.
So here's the real incentive: even if you want to ignore that the media landscape and infrastructure is changing around you….. the journalists you are pitching stories to already get it and if you don't adapt accordingly then you'll be less effective at doing your job. Simples!