Are News Releases Dead?

Reports of the death of the press release have been greatly exaggerated.

It's become a bit of a cliche to boldly state that press releases are pointless and only the most inexperienced PR reps use them. I couldn't disagree more. Used wisely, press releases are an important tool in your tool box.

Wath the video here: https://www.instagram.com/p/DH9-T_hsVkN/

While the days of reporters simply writing up press releases are long gone, press releases are useful for:

✅ Influencing the conversation

✅ Getting on reporters' radars

✅ Building a drumbeat of news

And yes, if you have a well curated press list, releases can lead to coverage. 

Provided you're not spamming people with useless information, just showing up in reporters' inboxes can be hugely important. 

I can't tell you how many times I've heard "oh yeah, I get your releases" from a reporter I've just met. Press releases help build awareness so that, when you do more targeted outreach, people have some baseline familiarity with your brand.

Make sure what you're sending is timely, interesting, and relevant — but don't abandon press releases just yet.