No, the Press Release Is Not Dead

We’ve recently noticed a good deal of dialogue about the future of the press release. Some seem to feel that the press release–with its self-lauding and company-specific spin–is, for all intents and purposes, irrelevant in a media world that runs on in-the-minute social media. Others, however, feel that PR professionals may simply need to tweak the way they approach both the releases themselves and the journalists they pitch. We tend to find ourselves in the second camp.