The Continued Relevance of the PR Press Release
The world of public relations is restless. Companies must always be ready to mediate between the press and the people, to announce new products and research, and to get ahead of potentially damaging news stories. Despite an increasingly interconnected and media-saturated world, an old tool still comes in handy: the PR press release.
The core nature of press releases has not changed, though its means of distribution has. With each new technological advancement and social media platform, public relations professionals can utilize these developments to extend the impact of press releases.
With so many new options for presentation and distribution, it’s instructive to take a close look at the PR press release to explain its continued relevance.
The History of the PR Press Release
To understand the future of the press release, one must also understand its history. The first press release was issued on October 30, 1906. The Pennsylvania Railroad company had recently suffered a tragic rail accident.
Keeping a keen eye on the situation was public relations pioneer Ivy Lee. Lee understood that Pennsylvania Railroad stood on the precipice of what could be a public relations disaster, an outcome that could jeopardize the organization’s future.
Breaking from convention, Lee decided that the best course of action was to pre-empt the backlash by getting out ahead of the story. He distributed an article detailing the events which had transpired from the perspective of the Pennsylvania Railroad Company. Crucially, his article was truthful and informative一so much so that it was later republished verbatim by the New York Times.
Thus the first press release was born. Lee had successfully steered the company through this potential public relations crisis and, in doing so, invented a tool that is still in use today.
It soon became apparent that press releases were ideal for announcing new products since companies can provide journalists with details unavailable elsewhere.
Then and Now
Over the last century, the role of press releases has remained largely the same. The goal is to create and maintain a favorable public image for the individuals, groups, or organizations they represent. The means to this goal is providing journalists with information they couldn’t have gotten another way.
With the advent of the internet and social media, PR professionals can work faster and reach a wider audience than Lee could have imagined. Despite all these advancements, the press release remains a cornerstone of the public relations world. It is used by companies around the world every day for a variety of reasons.
While PR professionals make judicious use of social media, good old-fashioned email is still by far the most preferred method of getting in touch with journalists.
Even more impressive is that the structure of the press release has barely been altered over its 116-year history. It follows the structure of a headline, a lead paragraph containing the most critical information, two or three auxiliary paragraphs, and a final paragraph containing background information.
Why is the Press Release Still Relevant?
But what makes the press release so relevant today? Why hasn’t it been edged out by other forms of public relations, such as social media?
PR press releases are ever-present; they feel like they have always been a part of journalism and public relations. This timeless importance is easy to explain - while the world has changed a lot since 1906, businesses still need favorable coverage, and journalists still need information for stories.
Sure, there have been advancements in how news is distributed. But these advancements have tended to be synergistic rather than disruptive as they relate to the press release. The basic interaction between PR professionals and journalists hasn’t changed much, even if the means of distributing news stories informed by press releases has been progressively digitized.
This is why today, the press release is most likely to be a part of a larger promotional or marketing strategy within an organization. The use of a press release within an organization-wide campaign allows for synergy and likewise allows for multichannel strategies to be utilized. With the weight and support of the organization behind it, the press release is amplified and fine-tuned through every step of the process. This process allows all involved to ensure that they are on the same page and that by the time the release is sent to the media, it’s consistent with the brand the company wants to convey.
Why Use a PR Press Release?
According to Rebecca Kowalewicz, VP at Clearbridge Branding Agency, press releases still have a crucial role. They help control the narrative, drive SEO traffic, and can reinforce and publicize your company strategy.
“Whether announcing your company’s expansion or handling a PR crisis, press releases remain an effective way to steer the narrative around your brand.”
— Rebecca Kowalewicz, Clearbridge Branding Agency.
Remember when the word “metaverse” suddenly caught on? You can thank the 2021 press release in which the company formerly known as Facebook rebranded as Meta. While Meta didn’t invent the term “metaverse,” it certainly popularized it. Suddenly, people started to use the word “metaverse” as much or more than the older term “virtual reality.” This is an excellent example of the enduring power of press releases to shift public discourse.
Journalism and Press Releases
The press release contains all the pertinent information that a journalist could ask for – the who, what, when, where, and why of it all. Since journalists face a rapidly changing and cluttered landscape, the press release makes their life a little easier.
There’s a challenge, however. The ratio of PR professionals in the U.S. has increased over time. It was 1:1 in 1980, but in 2014 there were 4.6 PR professionals per journalist. Today, the ratio is even more lopsided, with an average of 6.2 PR professionals per journalist.
This trend can make things tricky for both PR professionals and journalists. PR professionals may have difficulty getting the attention of news writers, whereas journalists are bombarded with up to 300 irrelevant emails daily.
Where there’s a will, there’s a way, however, and PR professionals need to work smarter to stand out.
The Ideal Press Release Process
Since press releases are often relatively short, much of the effort goes into planning.
Step zero: know what you want out of your PR press release. The point is to shift the narrative surrounding your company and its products, so you need to clearly understand what you want that narrative to be.
Next, figure out a catchy headline and lead paragraph. Follow it up with two or three concise and illuminating auxiliary sections, and tie everything up with brief background information.
The best press releases are well-timed and well-targeted. Know which news outlet to target, and determine which reporter will most likely respond. Strategize the day and time of your pitch - stats suggest that 10 am-2 pm is the best time to email news editors.
The Future of the PR Press Release
Much of the news has moved online, but it’s still the news. When you make a PR press release, you bring new tools to an old game.
While the high ratio of PR professionals to journalists can make pitches a challenge, the press release is still a key component in public relations. It takes careful planning and timing to get right, but it plays a crucial role in crafting narratives surrounding your business when the release is picked up.
