The Institute of Public Relations has issued guidance about whether press
releases count as electronic marketing. The full document is at:
http://www.ipr.org.uk/e-letter/policy.htm but the key element is:
"There is no clear definition of a press release relating to this
legislation. The new Directive specifically targets Direct Marketing. As a
press release should be factual information, aimed at notifying a
journalist of a service, product or news, and not directly selling to the
journalist, it appears that press information is not covered by the
legislation."
It seem to me that they are whistling in the dark to keep their spirits
up. One person's press release with factual information is someone else's
junk mail. For many organisations the point of a press release is to
market their product (whether that is information, government propaganda
or widgets).
Any thoughts from anyone else?
Christmas wishes to all.
Jim Whitaker
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