• Loading stock data...
Friday, February 23, 2024

The Press Release is Dead: Long Live the Tweet

Article presented to you by Maximus. Strategic Consulting.

By: Michael Ehrlich, @MichaelEhrlich

This is an exciting time for brand storytellers with the rise of social media as the go-to news-making platform, expanding and diversifying the communications industry as a whole.

The media landscape in general and the editorial news cycle in particular has evolved from a focus on long-lead and daily print opportunities to instantaneous news that breaks with a thumb click on a button.

To be successful today, public relations professionals must embrace this evolution and in turn, question traditional communication strategies and tactics, specifically the form and function of the press release.

The first press release was printed in the New York Times some 110 years ago but unfortunately the antiquated format is reflected in many versions still used today. In certain corporate brand instances a press release is indeed appropriate, but storytellers should focus on creating and utilizing unique PR assets to break through the crowded space of the 24/7/365 news cycle.

Media today simply do not have time to read through a long corporate press release to determine if a story is worth exploring and ultimately covering. The editorial cycle is rapid and reporters now compete against anyone and everyone with a cell phone and WIFI service to break news, 140 characters at a time. This storytelling competition grows stronger by the day; consequently PR professionals must adapt to guarantee their stories stand out and ultimately garner editorial coverage.

So what are some easy initial steps for PR pros today? First, don’t consider your PR and social media teams separate entities. They should work and act as one storytelling unit by building communication plans in unison. Leverage your brand social platforms as PR tools, plain and simple.

Instead of leading with a formal press release to announce your news, explore using social as your main storytelling vehicle, driving media eyes to your interactive content on those spaces. Mirroring your brand’s social voice and vernacular within your PR communication will only help your key messaging stick. Additionally, using your brand’s social accounts as story launchpad will ultimately lead to media and consumers alike viewing the brand overall as its own newsmaker. That would be a huge win in the crowded storytelling space.

Throw out the old press release format and look toward the future of communications by drafting snackable and sharable PR copy that efficiently highlights your brand’s message, while giving reporters the opportunity to quickly review, digest and post on their channels.

The fusion of traditional editorial and social media will continue to grow each day, so be proactive in exploring new ways to communicate your stories to media and consumers. The opportunities for unique PR strategy, asset creation and execution are endless once you look outside the traditional communication school of thought and align with your social counterparts. Be bold, take risks, make mistakes, learn from them, and evolve as a seasoned storyteller.

Copy Link
Link Copied
Link Copied

What to Read

The Athlete First Person Piece is the New Press Conference

Article presented to you by Maximus. Strategic Consulting. [caption id=”” align=”alignnone” width=”681.0"]…
podcast thumbnail mobile
Front Office Sports Today

How the Negro Leagues Are Staying in the Game


Featured Today

Sabrina-Steph Wasn’t the ‘Battle of the Sexes’—But It Was Part of the Bigger War

The competition could play a factor in increasing the WNBA’s media value.
NASCAR Cup Series driver Bubba Wallace (23), in a Star Wars rebel alliance X-wing fighter pilot-inspired race suit, motions to the crowd to get louder during the driver introductions for the Cup Series Championship race at Phoenix Raceway in Avondale on Nov. 5, 2023.
February 17, 2024

Celebrity Owners, International Ambitions, and $7B Media Deals: Welcome to the New NASCAR

NASCAR boldly keeps pace with the increasingly competitive sports and entertainment world.
February 16, 2024

Wilson Introduced an Airless Basketball for $2,500. We Had Questions

The black, 3D-printed ball appeared in last year’s Slam Dunk Contest.
Emily Henegar, a baker and content creator, made a batch of NFL-inspired cookies featuring Taylor Swift and Travis Kelce.
February 11, 2024

The ‘Life-Changing’ Economy of Taylor Swift’s NFL Outfits

Appearing in Swift’s game-day wardrobe has been “life-changing” for small businesses.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Finance Manager
New York, NY
Senior Technical Artist - Sports Technology
EA Sports
Orlando, FL
Assistant Manager, Affiliate Operations
Portland, OR

Top Sports Business Jobs This Week (February 2024)

Each week, our staff combs through the thousands of job listings from…
August 10, 2022

PGA Tour Touts Projected Earnings to Keep Players

The PGA Tour is asking its players to consider their potential futures.
October 3, 2022

Real Madrid President Renews Call for Super League

Real Madrid’s president believes that soccer is losing ground.

Live Sports Are Now High-Tech Experiences

Oracle is leading the technology revolution happening in stadiums across the world.
August 10, 2022

Bayern Munich to Make Growth Push in U.S. Market

Bayern Munich is looking to expand its reach in the U.S.
August 3, 2022

Nintendo Profits Underwhelm, Switch Sales Decline

Nintendo failed to meet expectations in the company’s latest earnings report.
August 19, 2021

MLB Owners Propose $100M Salary Floor

Major League Baseball owners have proposed a $100 million payroll minimum for MLB’s 30 teams and a lower luxury tax threshold.
July 23, 2021

NFL to Players: Get Vaccinated or Pay the Price

The NFL’s threatening to drop the financial hammer on un-vaccinated players and teams that cause forfeited games in 2021, according to memo.