Why the press release is very much alive

The press release is still the most important part of a PR campaign. It generates the most coverage of any of the tactics at the PR person’s disposal and its an essential part of any news-based media pitches. If you are working on generating coverage that uses a news, rather than features, archetype, you need a press release.

So, why do so many people say its dead so often? Well, the main reason is they just want attention. There are others, often on the fringes of the wide church we call PR, who are simply not very good at writing them. And one thing that is definitely dead is the bad press release.

The technical, technology and scientific media relies on structure to communicate complex announcements. The press release gives shape to information that needs to be clear from the start

Journalists have never had time to read every line of a press release in detail. They move quickly, scanning for headlines that stand out and looking for clear signals that a story is worth pursuing. A release that understands this doesn’t rely on format alone. It brings the most important information to the surface early and trims anything that distracts from the message to ultimately make it easier for the journalist to shape the story in a way that suits their audience.

Read the full article on the Stone Junction website