Paper or disk?

Paper or disk?
Not so very long ago the press centres at large trade shows, such as Fespa, where I am at the moment, used to feature row upon row of racks with paper press releases. Nowadays most PR agencies have switched to digital formats, which does make it a lot easier to cut and paste information directly into stories, even though we all frown upon this as bad journalistic practice, and absolutely never do such a thing. Well, not often.
But the plethora of digital options brings its own problems – there really is no one size fits all. Let’s face it, who brings a CD drive with them these days? USB sticks aren’t much better, at least not if you’ve got an iPad. QR codes are a bit hit and miss – I’ve used one to download a URL to my phone, which won’t pick up the wifi in the press office.
The best option is to email the press release, preferably before the show. Fortunately, most people have done that this time around, which probably explains why most journalists are now complaining that the press conferences are boring, with no new information. Then again, this might be why so many people leave PR to become primary school teachers.


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