The Role of Press Releases in Today’s Digital-Driven PR Strategy

With this Status of Press Release Report, we intend to provide a comprehensive analysis of the current state of press releases, focusing on various factors that impact its functioning, reach, and effectiveness.

Recent Changes and How This Will Affect Business as Usual

Before 2020, press releases were a primary method for brands to share authentic and reliable company information, serving as a tool for writers to pick up and incorporate into their stories and segments. While this remains true today, the rise of media pitching has transformed the landscape. Rather than relying solely on platforms like Newswire, PR professionals have taken a more proactive approach, targeting specific media outlets and journalists they want to collaborate with. The result? Building personal relationships with writers through consistent, strategic pitching efforts and obtaining organic engagement through social media efforts.

With this shift in how PR professionals engage with media, a question arises: How effective are paid press releases in today’s environment? Are they still relevant, or have new evolvements proven to be more impactful?

1:1 Pitching

Since COVID-19, a new approach to pitching earned media has emerged: 1:1 pitching. By crafting pitches tailored to a writer's style or interests, PR professionals can position their product or brand in a way that aligns with existing stories or even sparks inspiration for a new segment featuring their product. While this personalized method has proven highly effective, it has also become increasingly competitive, with PR professionals competing to capture the attention of sought-after writers along with paid coverage in outlets. 

The Social Media Takeover

The rise of social media during this period has empowered brands to control their own narrative, using platforms to showcase, highlight, and distribute brand news directly to their audience. A significant shift has been noted, with the percentage of adults getting their news from TikTok increasing fivefold, as found by Pew Research Centre, underscoring the platform’s growing influence in news dissemination. PR News Wire tells us that brands have adapted to this trend, with 83% of PR professionals now using social media to promote their releases rather than posting on press release platforms. 

Advancements in AI

AI now equips professionals with powerful tools to effectively target specific audiences with their messaging in their press releases. By identifying the right media contacts, they can tailor press releases to outlets that are more likely to publish, increasing the chances of engagement and media coverage. While AI's capabilities are expanding to include the creation of press releases for brands, this also raises concerns about the potential for errors in news and information, posing a greater risk to accuracy.

The Effects:

• Posting a press release on platforms no longer offers the same ease and reliability in securing earned media, especially with the rise of competition and 1:1 media pitching. Furthermore with the influx of outlets businesses are using to share news, there is no longer confirmation that your intended audience is circling sources like Cision that they may have previously. 

• Social media has emerged as a double-edged sword in this respect. While it offers a powerful medium for brands to share their message, it also requires companies to maintain credibility and consistency in how they communicate with the public. In this shifting landscape, press releases remain useful for communicating significant company updates, but they now work best as part of a larger, multifaceted PR strategy.

• 1:1 pitching is a long-term strategy. While some pitches may gain traction quickly, others may go unanswered. This silence can result from the overwhelming number of pitches writers receive daily, coupled with heightened competition in the earned media landscape, or it may be due to the pitch not reaching the right writer. Regardless, 1:1 pitching is primarily about building enduring relationships with the media without the growing price tag of paid press releases. Even if you don’t receive immediate feedback, a writer may remember your brand or agency and reach out when an opportunity arises that aligns with your products or services.

Moving forward:

Expand Your Strategy Beyond Press Releases

Relying solely on platforms  for posting press releases is no longer sufficient for securing earned media coverage. Press releases should be integrated into a broader strategy that includes direct outreach to writers and other pitching avenues. Simply posting may not yield significant results; promoting the press release and leveraging additional channels, such as your company’s social media pages, email newsletters or pitches, is crucial for maximizing its impact.

Maintain Consistency with 1:1 Pitching

Customizing pitches to align with each writer’s unique interests and past work significantly improves the chances of gaining relevant and impactful media coverage. We recommend a steady cadence of 1-2 targeted pitches per month to maximize outreach and cultivate lasting media relationships. This approach should be both proactive and responsive—leveraging timely trends, seasonal events, and promptly addressing journalists’ call-outs for sources or story ideas.

Incorporate Press Release Content into Your Social Strategy

Establish your brand as a reliable source of information by integrating the core messages of your press releases into your social media strategy. This approach ensures that your audience receives accurate and direct information from your company. Consider launching a company blog to create a dedicated space for sharing news and updates. You can then leverage social media to direct consumers and media outlets to your blog, reinforcing your brand's authenticity and reliability—qualities traditionally associated with press releases.

Final Thoughts

With the rising costs associated with traditional press release distribution, brands can achieve similar or greater value through their own channels and partnerships with PR agencies focused on targeted media pitching. This approach allows companies to optimize their marketing budgets, focusing on high-ROI strategies in today’s attention-driven economy.

Amy Newediuk, Account Coordinator