The press release is dead.
“Blasphemy!” shouts the dogged PR pro at their six hundred dollar double pedestal desk. “The press release is the tireless work horse of media relations! How dare you, sir. How very dare you!”
This statement is then followed by copious gulps of black coffee, two Pepto tablets and an onslaught of press release mailings that no journalist on earth has time to read.
For Immediate Release:
Contact: Dogged PR Pro
PLEASE TAKE TIME TO READ THIS POINTLESS RELEASE
Here is more boring stuff to read.
Boring text here.
Keep reading! It doesn’t get better!
SEND! SEND! SEND!
For most PR professionals, the death of the press release is a foregone conclusion.
In my college PR class, part of our homework was to write these things and I admit, I enjoyed doing them. This was way back in 2011, Twitter was only five years old and things were just starting to change.
I imagine if I went back through my notebook for the class I would be disappointed to see how much of it is now obsolete.
So, what is the new Tireless Work Horse of Media Relations?
To really get people interested in what you’re offering, you need to engage them in one of the oldest forms of communication known to man.
By using photos, video, blogs, social media and your website you can create an informative and entertaining piece of public relations that will outshine even the most thorough press release. And it will be a hell of a lot more interesting.
When you weave great storytelling into your branded channels, you start seeing interest in your content grow. Your efforts are more engaging and your audience will reward you.
For a fantastic example of successful storytelling in PR (and some tips), have a look at this article from Cision, The Power of Storytelling in PR.
Learn about the 12 steps of The Hero’s Journey, which offers deep insight into the structure of storytelling. The Hero’s Journey is ancient and is used today in business, fiction and in dramatic and comedic storytelling on stage and screen.