The press release debate: Is it still relevant?

Public relations is changing. This is a fact that is not lost on PR companies, bloggers or the press. It’s often lost on companies with news to release however. I get queries from a lot of clients still looking for a more traditional approach and who try to rebuff efforts to take a more contemporary approach, e.g, blog posts, social media, collaborative events, or guerilla marketing. They want a traditional press release–on paper and physically mailed in a media kit–thank you very much.

Then I read this post in Mashable by Jonathan Rick about rethinking the press release. While he admits the press release isn’t dead, he perhaps places too much emphasis on using social media to get the word out. It’s an interesting read because he’s right in so many ways about using social media as part of an effective PR campaign to brand a business and connect with customers–and even reporters. However, I think it diminishes the importance of the press release and as a journalist for nearly 20 years that makes me bristle.

The press release in its traditional, formal, unexciting form still has a place in any media campaign. Breaking news in a blog post or on Twitter is great if you are a large established brand with hundreds of thousands of followers. If you are a company trying to make your way, you aren’t going to be heard beyond the people who are already fans.

Just like the press release is not yet dead neither is traditional media–yet. The fact of the matter is unless you are already on a journo’s radar no one is going to be checking your blog for news on a regular basis. You still need to be proactive in trying to get coverage. The best way to do that is to reach out to reporters directly. With a press release that cuts the fluff and drives straight to the facts. And people do, in fact, still read/watch traditional media.

That said, a press release sent to traditional media should only be one part of your campaign. An important one, but not the only one. Breaking news on your blog first is a great way to connect with loyal customers by giving them “the inside scoop” and giving them the feeling that they are valued. Announcing your news online, to bloggers and via social media reaches bloggers and potential customers who like to get their news online.

The bottom line is, social media is a great way to connect in a more personable way with your customers. Press releases have one main intent and that is to break news. Use both methods for the most effective campaign. The argument about whether the press release is dead should stop. The real question should be “What is the best way to make the press release and social media work together to get the most from my public relations campaign?”