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Is the press release dead? Sarah Bartlett ponders the question du jour.
“Is the press release dead?” is a question that we’ve heard a few times recently, and for good reason. The media landscape, and way we consume media, is continuing to evolve – impacting how we as communications professionals operate.
The “downsizing” of newsrooms is still endemic, squeezing journalists’ time. According to Press Gazette, at least 8,000 journalism jobs were lost in the UK, US and Canada in 2023, a trend which followed through into 2024. In this context, it’s harder to secure coverage than in years gone by – the bar for a good media story is higher for both journalists and PRs.
Meanwhile, the multiplication of digital channels and content opportunities is changing the way we consume news and information, and only heightening the already-fierce competition for attention.
This means the content we share with journalists, and with our online audiences, has to be that much more topical and engaging to get cut through.
The press release is not dead. In fact, Cision’s 2024 State of Media report found that 3 in 4 journalists cite press releases and news announcements as the content they most want to receive from PR professionals (74%). And 68% say its most useful for generating content or ideas, followed by 47% that cite direct pitches.
From that pulse check, it’s evident that press releases are showing clear vital signs. But we need to be crystal clear on the purpose and value press releases serve for both brands and journalists, and be honest on whether it’s the best form of communication.
The best way to think of a press release is as a “one to many” piece of communication – a way to share newsworthy updates, announcements, or stories with media, with the end goal of media coverage.
Of course, they can also live on a company’s website. Here, interested audiences, whether journalists, stakeholders or customers, can quickly find company news – while supporting SEO.
When the intention is to ensure a clear understanding of an announcement and its key messages, this is often best suited to a press release. And to merit the press release treatment, we also need to answer the question: what’s new and why does this matter for people across the world/ country/ region/ industry?
However, where a company update is targeted at customers or employees, for instance, or we want to convey something complex, owned channels like social media, blogs or email are often a better choice. Here, the communication can also be created in a style that better suits that audience – e.g. more personable, or educational writing, or a video rather than an article.
Something I’ve seen a few journalists talk about recently on social media is the value of a great pitch, with a brilliant story.
Indeed, a great PR programme supplements those bigger news moments (fuelled by “one to many” press releases) with “one to one” bespoke content – in the form of interviews, comments and bylines, potentially on an exclusive basis.
Here is where we can deep dive into specific topics that individual journalists or outlets are interested in. This is also when we build the strongest relationships with media. The best part? We don’t need a whole press release; it all starts with a great story, packaged up in a brilliant pitch.
The press release is not dead. But it’s true that, more than ever, we have to be smart about when we do or don’t use them.
Ultimately, with so many types of content and channels at our disposal, there are lots of other creative ways to reach our target audiences. And when a topical news announcement does come around, the press release can be the perfect way to package it up, ensure it tells a great story, and share it with media.
This is the way we love to work – delivering smart advice for our clients, making sure we give them the best chances of success, whatever the channel.