And, it got scrubbed. So, we headed home, disappointed and exhausted.
|The successful launch of the Orion crew vehicle on a Delta IV Heavy|
At the end of the four-hour flight, the Orion oriented itself for re-entry, and after a fiery burn, the capsule parachuted gently into the tropical Pacific Ocean, just west of Baja California.
|The splashdown of Apollo 17|
I find this step backwards to be fascinating, especially when it comes to the field of emergency public relations in the day and age of social media, instant messaging and direct community engagement. What role does the lowly press release play in today's day and age?
|An honest to goodness paper press release|
I beg to differ. In my experience, I have found that even in the age of social media, the news release is still a valid form to use, and it can help get the exposure your story needs.
First, it gives you the opportunity to write a complete thought. Unlike Twitter's rigid 140 character limit, you can expound on your idea to put a little bit more meat on the bones. You can build your story out in a more complete form, which gives reporters a little bit more to work with.
You can also ensure that the reporters have your contact information when you e-mail the release to the editors. This way, they know exactly who to contact, instead of guessing.
If the release is written in Associated Press Style, and you can include a few photos to illustrate the main points of the release, there's a good chance that some reporters will pick the story up and run it as is.
|News releases and your online presence can help push your message out|
No, I'm not encouraging you to give up on social media for your organization. In fact, I think that the press release and social media work together closely, hand in hand, to give you the best exposure possible.
You see, those NASA engineers were really on to something after all!
Tom Iovino, Public Information Specialist
Pinellas County, Florida