Press Release is one of the most important Public Relations tools. It consists of information about a particular matter which is published in newspapers. Press release is a traditional format. Every story or news does not need press release these days. A lot of new mediums or platforms are highly active these days. These mediums or platforms can help us to reach out to a larger group of audience in order to circulate our news or information. All digital media platforms like twitter, facebook, youtube, Instagram etc can help us to reach larger set of audiences.
It was founded in a survey that, globally only 3% of journalists depend upon the Press releases (https://www.prdaily.com/report-journalists-are-ditching-the-press-release/). Instead of press releases, storytelling or video content can be used to deliver the information. But explaining this to your client is the real challenge. Your client expects a new press release from you for every necessary or unnecessary information. For your client any information related to its brand or organization is important but being a communication professional it’s your responsibility to explain to your client that everything does not need a press release, different tools can be used to convey the information to the target audience. You need to tell your clients that what is buzzworthy and which piece of information deserves to be converted into a press release. Sometimes sending a lot of press releases can ruin your relationship with the journalists. As a PR professional maintaining good media relations is essential. If you do not maintain good relation s with the journalists then it might become very difficult as a Public Relations professional to survive. So avoiding overuse of press releases can help in protecting your relationship with the journalists.
There are some brands that are successful today by using effective storytelling methods instead of using a traditional format press release. Airbnb, Goodlife Fitness, Nike are some of the successful brands which use different creative ways to connect with their audience (https://sujanpatel.com/marketing/7-companies-killing-brand-driven-storytelling/).
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