The Press Release is Not Dead

As many people consider using social media in support of their public relations campaign or in some cases, in place of their PR campaign, we wanted to offer some insight as to why the press release is not dead.

The growing popularity of social networking sites, such as Twitter, Facebook, LinkedIn and blogs, has taken away most of the spotlight from the press release.  Among communications professionals in Jacksonville, be it marketers, public relations practitioners and journalists, the explosion of social networking has emphasized that it is truly about who, and not necessarily what, you know that will get your story in the news.  However, the very essence of public relations is found in the press release.

Yes, the press release is dead in the sense that putting it in a fax machine and pushing a button isn’t going to get you the results it once did. However, we believe we still have to have press releases to guide stories and provide the reporters with the necessary information. Furthermore, almost every time a story is pitched, the first thing out of a reporter/editor’s mouth is: “Do you have something to send me?” This is when the release steps in as the place marker for the story. The release makes it memorable and real.

Social media may be the culprit for causing the original uses of the press releases to dwindle.  However, with emergence of new technology, there will always be adaptation that must take place. This is a fact the press release must face.  It will just have to adapt to the new technological world of PR, while retaining it’s strong sense of character and unwavering loyalty to the PR practitioners of the world.

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