The Press Release is Dead, Long Live the Press Release

Published on October 18, 2024

Snapshot: Press releases, once the backbone of corporate communications, are losing relevance in today’s fast-changing media landscape. The increasing use of fluffy language like "cutting-edge" and "industry-leading" has diluted their impact, with many releases serving more as record-keeping tools than news drivers.

Experts suggest that the traditional press release needs a makeover, with AI and new media platforms like Substack or Medium offering fresh ways to connect with key audiences. AI-powered tools are already helping teams repurpose press releases into videos, podcasts, or customized content for specific channels, improving both reach and engagement. But despite their current inefficiencies, press releases can still offer value if approached with creativity and modern tactics.

Key Quote: “The core AP style press release is dead. But with just a little bit of imagination, the press release could be an energizing and impactful comms tactic." Caitlin Kelly, Founder, EZ Newswire.

Full story: AXIOS

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