At one time, news releases reigned supreme in the PR world. They were the fastest, easiest way to get important information out to the media – like product announcements, new hires, and what event your company just sponsored – which in turn got your message out to your audience. News releases were the cornerstone of every public relations plan’s content strategy. Oftentimes, releases were distributed two to four times a month, depending on what your company had to say. But as technology changed, so has the way companies reach their audiences. It isn’t that the news release has gone completely by the wayside, but they have taken a bit of a backseat to a variety of different ways that companies reach their target market.
The Purpose of Public Relations
Public relations focuses on managing the reputation of an organization. It used to be that this was accomplished through media relations and the distribution of news releases since industry publications were one of the only channels to your target audience outside of direct sales contact (whether over the phone or in person) and events. The ultimate goal was to develop relationships with editors and journalists, learn about a publication’s readership and identify stories and angles you could use to secure positive media coverage for your company or client. This used to be a way for a brand to control what was being said about them and ensure that their company’s message was getting out to the public in an effective way.
Things don’t really work this way anymore, and PR has had to change with this shift. Companies now have a variety of mediums through which they can communicate. Mediums that are more targeted, allowing for direct dialogue with the customer, getting information to them faster and more directly in the places they spend their time…online.
Today’s Content Distribution Tactics
Companies still use news releases, but several other tactics have been developed as a result of technological advancements. The birth of digital media and social media platforms, without a doubt, has changed the way companies distribute information and how that information is consumed. Companies now use not only their websites, but also social media platforms to share news and information directly with their audience. Many of these new tactics go hand in hand and have fueled the self-guided buyer journey.
- Websites and email marketing were the first major disruptors to the traditional press release’s reign. They allow companies to reach audiences directly, with the ease and convenience of 24/7 availability. As a distribution channel, they began the era of timely, personalized information right at your customer’s fingertips whenever they needed it. Emails are sent to exactly who you intend to reach – as long as you have their email address – and can direct people back to your own website, where you are wholly in control of the content. No longer do companies need to wait for news to be printed by an outside source and be distributed to their readership.
- Social media networking has had a significant impact on the way that companies distribute information and relay their messages. In many ways, social media is the evolution of websites and email marketing as the next step in immediate information distribution and personalization. Platforms like X/Twitter, LinkedIn, Facebook, Instagram, YouTube and TikTok allow brands to interact directly with their audience, by engaging with customers in real time and keeping them informed. It allows organizations to bypass traditional media gatekeepers, allowing for more control over the information they are sending out. It also grants instant feedback. Social media has the potential to go viral very quickly and reach an even larger audience than a traditional news release that has a much slower turnaround time.
- Podcasts are another format in which you can engage your audience and reach new listeners. The conversational tone of podcasts helps to create a deeper connection with the audience and position you as a thought leader in your field. Podcasts are accessible, convenient, diverse and easy to create. In the B2B world, niche podcasts are an extremely effective marketing tool because they discuss very specific topics and target a very specific audience. They also offer the flexibility of creating your own podcast or being part of someone else’s, such as a partner company, trade publication or industry association.
- Digital advertising can compound the effect of these organic distribution channels. By placing advertising dollars behind these tactics, your website can rank higher on search engine results pages (SERPs), your email can be delivered to more inboxes, your social media post can land in more feeds, your podcast can be heard by more listeners.
Modern Content Marketing Formats
In addition to new distribution channels, the format of news and thought leadership pieces has evolved over the years as well. The digital revolution also brought with it the ease of distribution of more visual and audio-based content. The written word is still highly important, but video, images and sound bites quickly capture attention in today’s era of short attention spans.
The accessibility of all content types means news doesn’t need to fall into one format category. The news release has its place, but so do whitepapers, case studies, blogs, videos, interviews, infographics, newsletters and more.
News Releases Aren’t Completely Dead
There is still a place for the news release, especially with digital distribution. These online press releases are optimized for search engines (SEO), helping companies improve their visibility online. SEO is one of the main reasons why companies have not totally thrown news releases out the window.
Digital news releases are also cost-effective and can reach a global audience. They can include things like videos, images and links, making them more engaging and informative than the traditional news release.
Like everything else in life, nothing ever stays the same. This holds true for the traditional news release. The shift in how information is disseminated and consumed now dictates what tactics are used. It isn’t that the news release has gone completely away, there is just a wide range of tools that can be used now to share information faster and more precisely.