Press Releases Are Dead: What Killed Them?

I’ve been in the PR game for over 15 years, and I’ve seen a lot of changes. But nothing has been as dramatic as the slow, painful death of the press release. You might be thinking, “Wait, what? Press releases are dead?” Well, not entirely, but they’re on life support, and it’s time we had a serious conversation about why they no longer work like they used to.

Why Press Releases No Longer Work

Let’s face it: the media landscape has changed—dramatically. There was a time when sending out a press release meant journalists would actually read it, maybe even write a story about it. But those days are long gone. Now, your carefully crafted press release is more likely to end up in the digital trash bin than on the front page of a publication.

So, what happened? What killed the press release? It’s not just one thing but rather a perfect storm of changes in technology, media consumption habits, and audience expectations that have rendered this once indispensable tool nearly obsolete.

The Autopsy of a Once-Mighty PR Tool

Let’s break down the primary reasons why press releases have lost their effectiveness:

1. Content Overload

Journalists are drowning in emails, social media notifications, and—yes—press releases. Your meticulously written announcement is just one drop in an ocean of content. The sheer volume of information out there makes it almost impossible for your press release to stand out.

2. The Rise of Social Media

Why wait for a journalist to pick up your story when you can tweet it out to thousands (or even millions) of followers instantly? Companies are becoming their own media outlets, bypassing traditional gatekeepers entirely. Social media allows brands to control their messaging, engage with audiences directly, and generate real-time conversations—something a static press release simply can’t do.

3. Press Releases Are Boring

Let’s be honest: most press releases aren’t exactly riveting reading material. They’re formulaic, filled with corporate jargon, and about as exciting as watching paint dry. In today’s fast-paced digital world, audiences demand engaging, dynamic content. A dry, text-heavy press release just doesn’t cut it anymore.

4. Journalists Prefer Other Sources

The data doesn’t lie. A recent study found that 93% of journalists prefer sources other than press releases when researching stories. That means the very people we’re targeting with these releases are actively avoiding them.

Another study showed that the average journalist receives over 100 press releases per week. How many do they actually read? I’ll give you a hint: it’s a number that rhymes with “hero.”

5. Press Releases Can Harm Your Brand

Press releases don’t just get ignored—they can actually hurt your brand. In an era where authenticity and engagement are king, press releases come across as stiff, inauthentic, and disconnected. They scream “corporate propaganda” at a time when consumers crave genuine, meaningful connections with brands.

I once had a client who insisted on sending out a press release for every minor company update. Guess what happened? Journalists started seeing their name and automatically hitting delete. Instead of building relationships, they were burning bridges.

The New Rules of PR: What Works Now

Now, I’m not saying you should never write a press release again. There are still instances where they can be useful—like regulatory disclosures or major company news. But for most announcements, it’s time to think outside the box.

Here are a few PR strategies that actually work in today’s media landscape:

1. Social Media Storytelling

Instead of a dry press release, why not tell your story through a series of tweets, an Instagram carousel, or a LinkedIn post? This approach is more engaging and shareable and allows real-time audience interaction.

2. Video Content

A short, well-produced video can convey your message far more effectively than a written release. Plus, videos are highly shareable and perform well on platforms like Instagram, TikTok, and YouTube.

3. Personalized Pitches to Journalists

Instead of blasting out a generic press release to hundreds of journalists, craft personalized pitches to a select few who are most likely to be interested in your story. A well-researched, customized pitch will always stand out more than a mass-distributed press release.

4. Influencer & Thought Leadership Partnerships

Collaborating with influencers, industry experts, and thought leaders can help get your message out in a more authentic, relatable way. Influencers have built-in audiences who trust them, making them powerful allies in PR.

5. Interactive & Engaging Content

Think beyond the written word. Create infographics, quizzes, or even simple interactive experiences that communicate your message in an engaging, memorable way.

Real-World Examples: PR Without Press Releases

Meta’s launch of the Threads app in July 2023. Instead of relying on traditional press releases, Meta utilized its existing platforms to announce the app, leading to over 10 million sign-ups within the first seven hours. This approach garnered extensive media coverage across major tech publications, demonstrating the effectiveness of leveraging modern communication channels over traditional press releases. No press release required.

Odd Muse, founded by Aimee Smale during the COVID-19 lockdowns, an “affordable luxury” women’s clothing brand leveraged platforms like TikTok to showcase their products. Smale’s personal modeling and posting efforts led to rapid online traction, resulting in £22.5 million in sales and £3 million in pre-tax profits in 2024, without external investment.

Then there was Stay Wild. Co-founded by Natalie Glaze in 2018, this sustainable swimwear brand utilized social media to grow their presence, at one point gaining 10,000 followers daily. Their online success attracted the attention of major retailer Selfridges, which supported the brand’s launch within four weeks.

These examples demonstrate the potential of engaging, behind-the-scenes content on social media platforms to significantly boost brand visibility and attract major industry attention. 

The Future of PR: It’s All About Engagement

The death of the press release doesn’t mean the death of PR. Far from it. It’s just forcing us to evolve and get creative. The future of PR is about engagement, authenticity, and storytelling that resonates with your audience.

So, are you still clinging to the press release like it’s a life raft in the stormy seas of modern PR? It’s time to let go. Dive into the new world of PR. It might feel scary at first, but I promise you, the water’s fine.

The Bottom Line on Press Releases

Press releases aren’t just dying—they’re dragging down the effectiveness of your PR strategy. It’s time to evolve, to think beyond the press release, and to start creating content that truly connects with your audience.

Remember, PR isn’t about pushing out information—it’s about telling your story in a way that matters. And let’s be honest, when was the last time a press release made you feel anything other than bored?

So, are you ready to leave the press release behind and embrace the future of PR? Your brand (and your audience) will thank you for it.

Mark Kaley is the author of the book “From Pennies to Millions” and the PR Manager with Otter Public Relations. He has been featured in Forbes, Fox Business, Authority Magazine, Modern Marketing Today, PR Pioneer, Market Daily, O’Dwyer PR, DKoding, and Consumer Affairs. Mark is also a contributor with Hackernoon, you can view his contributor profile here. Learn more here.