For the most part, the media likes brief pitches via email that get to the point. A well-crafted press release offers the “for more information” part of the pitch. It provides more details that will help a journalist report with accuracy. Press releases are often utilized by the media (like local newspapers that don’t have enough staff to write a complete new story) to edit and publish. There are many online sites that also provide a place to post a press release along with visuals. As a PR practitioner in today’s world, I often play the role of “content provider” and not just the source that pitches a good story idea for the media to pick up.

Another good use of a press release is to post on the website. Most of our clients do this. They also may distribute the press releases to their databases to share the news.

I like to write press releases because it is a great process that helps develop the key messages used in a campaign. Also, since we only send out a press release after the client has approved it,  it helps ensure the accuracy of information sent out on behalf of my client. As we all know, being truthful, honest and ethical in your communications is key.

Those are just a few examples of why the press release is not dead. It is alive and well!