Are press releases outdated?

So much of the work we do as PR professionals is preparation. Long before any media outreach, we are compiling fact sheets, photography, video, biographies, and so forth so that when it's time to pitch, we're prepared with the assets that we know journalists will want to help them with their editorial decisions, researching for an interview, and developing the story itself.

A press release – and moreso a press kit – is often part of this preparatory step. The purpose of the press release is to communicate the details of a special announcement from the source. Press releases are therefore valuable in sharing that information in a quick and concise manner. 

However, the practice of press release distribution can be considered outdated. There are six publicists for every journalist, and each of those journalists is receiving an abundance of sterile press releases to their inboxes every day. Rather than relying on mass distribution to get the word out, we suggest (and practice!) focusing more on personalized pitches to a journalist we know covers the beat. It's absolutely more time consuming, but because relationships are so important in this business, investing the time to build those relationships is of the most importance. Including a link to a press release or an EPK in that personal pitch to learn more makes sure your bases are covered: you've taken the time to develop and suggest a great story angle to the journalist as well as did some of that homework for them by supplying a press release and supplementary information should they need it.

If your end-goal is a story about your business and not just a news brief, I would suggest pitching a journalist a story idea – not just about the brand itself – instead of crafting and disseminating a press release. If you want to create an announcement and share it, use it as part of your pitch; or, create a video announcement and include it in your pitch. That strategy is two-fold: you'll be able to float at the top of an ocean of "For Immediate Release" emails, and you can also use that media on your owned channels, such as your blog, social media, and e-newsletter. 

Want to learn more about how our personal approach to PR can help your earn your brand recognition? Contact us!