Are press releases outdated?

are press releases outdated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However, the practice of press release distribution can be considered outdated.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!

FACTEUR PR recognized by PR Couture

Homepage of PRcouture.com

Homepage of PRcouture.com

For as much publicizing as us publicists do on behalf of our clients, one would think we would devote the same amount of time and energy to promoting ourselves, but that simply is not the case. PR and marketing are such behind-the-scenes careers where the primary responsibility is to make others look and sound really good. That's just one reason why being publicly recognized for the work that you do is such an honor. 

I've been a big fan of PRcouture.com, which is a wonderful resource for public relations and media professionals who are focused mainly on lifestyle communications. Therefore, you can imagine my excitement when selected and featured for PR Girls We Love! I did a Q&A covering the highs and lows of PR, my career journey so far, as well as some industry trends. You can read the full post here. 

A very special thank you to the amazing ever so valuable PR Couture for this opportunity, and to Suzuran Photography for the accompanying photos! And a HUGE thank you to our clients and friends, too; without you, there would be no story to tell.

Cheers,
Reena