Here’s a fun exercise to do sometime. Go into a Google search bar and type, “Is the press release dead?”

You’ll get between 25 and 30 results, most of which insist that, even in these changing times, the press release serves as a useful and meaningful tool in the media relations process.

The bottom line is that the news release is not dead. But, its days as a ”do all things to generate media coverage tool” are over and have been for some time.

A Customized Approach to Securing Coverage

At AKCG – Public Relations Counselors, we constantly adjust our media relations approach when it comes to securing coverage for clients, many of whom are in the education or senior living space.

Sometimes, we use a press release to accomplish our goals. Other times, we generate shorter, more focused e-mails to pitch our stories in a way that hooks a reporter’s interest.

Indeed, even a strategically placed item on a social media platform, such as a LinkedIn post or an Instagram story, can drive media coverage.

The truth is that a team should customize an approach according to the nature of the story, the media outlets being targeted, and the business result you hope media coverage influences.

The last sentence is paramount to the type of strategic recommendation we would offer to a client. AKCG doesn’t believe in publicity for publicity’s sake.

Flashy coverage is fun, but media coverage that helps move the needle on your business goals is even better.

Occasionally, a client asks about the efficacy of placing a news release on a pay wire.

In most cases, we counsel against it – mass-distributed media materials seldom drive real results. They just increase your costs with little return on investment.

When a News Release Makes Sense

So, when exactly should a news release be used?

Here are some instances when a traditional news release makes sense.

• If the press release announces a significant change to your company, such as a high-level executive appointment, the opening of a new location, or the introduction of a new technological tool.
• When there are a lot of details that have to be shared, a news release can make sure the facts and figures are laid out logically and in such a way that inaccuracies are less likely to occur.
• When you want 25 to 50 media outlets to get the exact news item at the same time.
• When media may not cover your news and you want something to recap the key facts and figures on a website post.

In other situations, you may choose to adopt a different approach – such as a direct e-mail to an individual reporter or even a well-placed phone call to a media contact (journalists frequently lament receiving too much email. The telephone is often, with apologies to Robert Frost, the road less taken).

Still, even when a story opportunity results from one-on-one outreach, a news release can be a valuable supporting tool.

A well-crafted news release can present facts and figures in an easily digestible way.

You can include a pre-approved quote, add context to a story, and even present a photo, rendering or other visual.

So, to answer the Google search I initiated at the beginning of this blog, the news release is alive and well. Indeed, I can’t ever foresee a time when it wouldn’t be an important part of any earned media strategy.