THE Press Release

The Press Release. This has been a key component in the public relations industry for decades. But in a recent article on Forbes, John Hall wrote, “The traditional press release is no more.”

Is this true? What does this mean for our industry? Here’s one Generation Z professional’s take on it.

Traditionally, PR professionals would send out press releases on news and events going on in their organizations to multiple media outlets. However, with the evolution of social media and the creation of “press rooms” on many company websites, Hall may be on the right track with this one.

Now don’t get me wrong, press releases are fantastic. I realized the difficulty for journalists in my Intro to Journalism course when attempting to get the “full story” or even just decent quotes from valid sources on a deadline.

The beauty of the press release is that you can shine the best light on your company while making the media’s life much easier. I’d say it’s a win-win. They create an ease of communication between companies and the media, but you better not forget to write those bad-boys in AP Style.

 If anything, the traditional press release has evolved into the press room, which is a press release published on the company’s website essentially. However, there are still some key elements that need to be included besides AP Style.

Make sure you have a KILLER headline. It’s still your first impression, and if you used a press room it will be forever listed on your website. Including photos will never do you wrong either. It will make your release more appealing to the eye and have the potential to be published as well. With press rooms, it is not only media outlets checking them out: ANYONE can. And always, always, always include contact information and social media info. Ease of access is key.

Social media has made it easier than ever to publish your own news or your company’s news, and these avenues will continue to grow and gain value. But don’t count out the press release just yet, these guys aren’t going anywhere, except maybe online.

To check out the Forbes article, click here: http://www.forbes.com/sites/johnhall/2015/12/13/7-pr-trends-you-need-to-know-in-2016/#7278dd6d1b6b