I believe press releases are just a part of a well-rounded campaign, especially in smaller communities. Social media announcements can be great and have the opportunity to go viral; however, press releases will go to not just your local papers, but also your radio stations and any other news sources in your community. This will not only encourage them to share your press release but also inspire other news outlets to feature stories about your organization, as well as potentially invite you to participate in any radio or multimedia coverage they offer. The more eyes you can get on your news, the better. In short, yes, they still hold value. However, they can't be the only plan of attack when it comes to any campaign.
Official press releases are often still used as a record, and this is important for regulatory purposes and so that journalists have a credible reference point. However, this method of getting your news out does not effectively capture current attention or may have never captured much in terms of attention. To be effective today, you need to build on the documentation provided by the press release by including storytelling that shows how the news impacts real people. Founder created content will typically perform better, since audiences recognize when something has been reviewed by multiple layers prior to being released versus when someone is simply providing their true viewpoint. The multi-media pieces and social media posts provide a way to reach people at the place they currently spend most of their time, while many companies continue to believe that everyone reads formal announcements. I have found that PR professionals who include experiences of stakeholders as opposed to boilerplate corporate speak, experience greater levels of engagement from their audience. The use of a human-centered approach provides credibility, which can extend far past a single news cycle.
While traditional press releases are still relevant, their function has changed quite a bit over time. In a media environment driven by instant engagement and algorithmic sharing, today's press releases are less about delivering breaking news and more about building credibility, validation, and SEO-friendly context. However, it remains a key element of official communication, particularly in the B2B tech sector, where getting the facts right and being a reliable source is crucial. That being said, the ways we present information have really expanded. At Cambridge Tech, we frequently pair a formal press release with social media stories, bite-sized videos, and interactive visuals that help us expand our reach and engage our audience. These innovative formats serve a distinct purpose. They turn intricate tech narratives into digestible, shareable experiences that resonate well on digital platforms. It has never really been a question of the physical replacing the digital; it's about finding the phygital—it's about integration. An effective communication strategy arranges structured press material with multimedia-driven storytelling narratives that together present a front of not just legitimacy but credibility in a fast-moving digital ecosystem.
Our opinion at Beacon Administrative Consulting is that the traditional press releases are still worthwhile but can no longer be the focus of the communication strategies but they have to be a component of the wider communication strategy. A properly written release is credible and is a source of official record- something which the journalists, partners and the clients still use to get the verified information. Nevertheless, the announcements presented by social media and multimedia materials have re-invented the ways people interact with those tales. We tend to release press releases in parallel with visual summaries, short-term videos, or carousel posts, which refer to vital conclusions. This multi-layered solution reaches further and maintains channel consistency of messaging. This is not intended to substitute the press release but rather make it relevant to today's media, where each medium is used to enforce authority and they go where audiences already go. As it happened to us, a mixture of conventional structure and contemporary narration produces the best results.
Both formats matter. Press releases remain relevant for official, discoverable news — but they work best when paired with multimedia formats that move people to engage. Press releases are machine-readable records: indexable, picked up by newswires, aggregators, and AI engines that feed search results. For geo-targeted announcements (local offices, market launches) they improve local SEO and feed local news services. Press releases are also useful for compliance or investor communications and often earn backlinks and placements that help long-term discoverability. However, people today prefer video, short reels, podcasts, and interactive visuals — formats that drive engagement, shares, and conversations. So, multimedia builds awareness and emotional connection in ways press releases rarely do alone. How to combine them effectively? Use the press release as the canonical source: publish it on your newsroom with schema markup and a clear canonical URL. And then amplify: turn key facts into short videos, social posts, blog stories, and an SEO-optimized landing page or gated report. Embed images, short intro videos, and downloadable assets, so both humans and AI get rich signals.
Traditional press releases still hold indispensable value, but their function has shifted entirely. They are no longer a primary delivery mechanism; they are the Mandatory Operational Verification Document. New formats like social media announcements and multimedia content excel at achieving velocity and immediate engagement. They are the initial alert system—the dashboard warning light on a heavy duty trucks unit. However, they lack the legal and structural authority required for serious B2B communication. The traditional press release serves as the Single Source of Truth Protocol. It is the official, verifiable, time-stamped record that details the non-abstract facts—the technical specifications of an OEM Cummins component, the acquisition of a new facility, or the guarantee of a 12-month warranty. Its enduring value is its commitment to the OEM quality of information. The press release is necessary for securing high-value, high-authority backlinks and for fulfilling regulatory and financial disclosure requirements. It is the final reference point for journalists and investors who require auditable facts, not ephemeral content. We use new formats for market activation, but the press release remains the non-negotiable legal and operational foundation for every critical announcement.
Conventional press releases are no longer irrelevant, as long as they are crafted such that they do not simply represent dead text. We have also made press releases more of an interactive asset at FreeQRCode.ai by adding dynamic QR codes, which redirected to live demos, video statements, and changing campaign data. The mere layer can be turned into a living document which is updated as the story develops. Readers are no longer interested in reading about innovation, they can experience innovation at the moment. Multimedia releases with the stimulated QR engagement fill that gap. They provide the authoritativeness of official communication and the immediacy of social media, providing journalists, partners and readers with a first-line to first-hand contact.
Hi, I'm Lachlan Brown, founder of Hack Spirit and co-founder of The Considered Man. I am not a PR agency lead, but I run our launches in house and pitch national outlets several times a year. Here are my insights for your article in YFS Magazine: The traditional press release still has value as the single source of record that legal, partners, and journalists can cite, but it only works when it is the hub of a larger package. We treat the release as the canonical FAQ and then layer formats that travel. A short founder video for context, a social thread with two data points people can quote, a clean media kit with screenshots and captions, and a newsroom post that lives forever. The result is clarity for reporters and shareability for audiences. What no longer works is blasting a wire and calling it a day. What consistently works is sending a tight note to five reporters who actually cover your beat, linking to the same canonical release, and giving them one fresh angle or dataset they can own. My advice is to write the release last. Build the story, assets, and proof first, then distill a single North Star sentence and five answerable questions. That way, your release becomes credible, your outreach becomes human, and your coverage rate climbs. Thank you!
I believe traditional press releases still hold value, but their purpose has shifted. They are no longer the main tool for breaking news, but remain a reliable and credible source for journalists, partners, and investors. Recent industry surveys show that nearly 70 percent of journalists still use press releases as a primary source for verifying company information, which proves their continued relevance. However, the way audiences consume information has changed significantly. Social media announcements and multimedia content often generate faster engagement and broader reach. For instance, studies have shown that campaigns combining press releases with visual or interactive content receive up to three times more audience engagement than text-only announcements. Press releases continue to matter, but their impact grows when they are integrated with modern communication formats that emphasize speed, authenticity, and audience interaction.
The old press releases are not useless, but their effectiveness will be determined by the way they are combined with new mediums. In the case of us Alpine Roofing and Solar, press releases build credibility and leave an indelible mark of major milestones such as safety awards, major projects, or community affiliations. Nevertheless, such releases accompanied by visuals, short video clips, and social updates can be distributed to a larger audience much further than the industry publications. People who own homes are more responsive to actual narration rather than official titles and therefore a mixture of both would be best. The authority is bought by a successful release; the multimedia content makes the story live. They reinforce brand trust when put together and keep abreast with the current consumption patterns of people.
Press releases are still relevant, though not as standalone tools. They are great as a means of establishing expertise and a record of communication, but as a means of sparking engagement activities, they're becoming obsolete. Your audience is consuming the story as it happens, not from a press release. Your story is happening in social media posts, videos, and interactive graphics that communicate much faster and more organically. The best approach isn't to ditch press releases, but to pair them with content people actually share. A press release establishes authority, social media spreads the story. The future of PR is hybrid, where formal credibility meets fast connection.
Traditional press releases are still essential for providing in depth information to convey accurate and credible content - we remain very mindful of our journalist, industry professional or stakeholder target audience when doing this. They offer a more formal way of presenting information, which is why they are frequently used for official announcements. But in today's content-rich social media world, issuing 'multimedia' statements works far better toward reaching wider viewers. With the likes of Instagram, X (formerly Twitter), and LinkedIn these provide an opportunity for real-time updates with videos, imagery et al capturing attention and engagement. These formats reflect how people now consume information fast, visual and bite-size. The best approach might be to combine the two. Press releases can be used to develop your credibility and communicate in a more detail, social media and multimedia content can amplify that message, engage audiences and create buzz. Combined, they get your message not just right but read.
Traditional press releases definitely still have their place, but have evolved. They are great for sharing finely calibrated and detailed news with journalists. Social media and multimedia are a better fit for quick & engaging updates, like video or infographics. You can expand your reach quickly with services like Instagram and LinkedIn. Combining both methods works best. Use a press release for the details and social media interaction more generally.
Traditional press releases still hold value as a trusted and formal way to share news, especially for major announcements or when targeting journalists who rely on structured information. However, the media landscape has shifted, and new formats like social media posts and multimedia content are becoming increasingly effective for engaging broader audiences. The key is to integrate both—using press releases for credibility and detail, while leveraging social media and visuals to amplify reach and capture attention in a fast-paced, digital-first world.
I've managed reputation crises for over 30 years, first as a licensed PI and now running Reputation911 since 2010. Traditional press releases still absolutely matter--but only when paired with modern distribution. Here's what we've seen work: When Johnson & Johnson handled the Tylenol crisis in 1982, they used press releases to halt production and issue safety warnings to thousands of healthcare facilities. That formula still works today, but now those same messages need to hit social media, YouTube, and Google Perspectives simultaneously. We've had clients facing false allegations where a single press release removed from Google's index made their crisis worse--but that same statement distributed across owned channels, social platforms, and multimedia formats controlled the narrative within 48 hours. The mistake most executives make is treating it as either/or. Press releases give you credibility and SEO authority that social posts alone can't match. But social media and video content move faster and reach people where they actually consume information. In a crisis, you need both--the press release establishes your official position while social channels let you respond in real-time and show human accountability. From what I've seen helping thousands of clients reclaim their online presence: use press releases to anchor your message with search engines and media outlets, then amplify that same content through social media, video updates, and direct stakeholder communication. One without the other leaves gaps that your critics will fill for you.
Video and social posts grab attention fast, but a traditional press release still makes you look legit. When we launched Magic Hour, we paired video testimonials with a formal release. That combination got way more pickup from journalists and creators than either approach alone. The new formats by themselves didn't do much, but together they actually worked. I'd suggest experimenting with mixes and tracking what your specific audience, whether reporters or followers, responds to.
Press releases have a role to play but are not as effective as a lead story alone. While they are an important part of most communications plans, they are not the headline-grabbing star of the show anymore. Releases offer trustworthy ballast and support to the wider package with a well-written, factual, SEO-optimised story to share and which journalists and stakeholders can link back to when covering new products or services, regulations, or crisis communications. If a PR firm decides to only use a press release as their tactic then it is probably not considering how modern audiences discover information. Releases are best part of a much wider range of tools with traditional PR campaigns and multimedia storytelling now supported by short-form video and social media moments that can go viral. If you've been following along, you may have noticed that we at Reclaim247 have been big advocates for finding the balance in your crisis communication strategy between content that is trustworthy and accessible. A press release is authoritative and builds credibility, but social media posts and infographics help you get the most important information out there fast, while also making your messages easier to digest and more emotionally resonant. Crisis communication professionals should consider both formats not as rivals for your attention, but as allies with each serving a unique purpose at a different point in the communication process. But make sure to tell the same story.
Press releases may be old school, but they are not outdated in today's media world. They remain a trusted, official way to ensure that news is communicated out to reporters, investors and other interested parties especially when making any big announcement or reacting to a new regulation. However, new formats like social media posts and multimedia are better at reaching broader, younger and more digitally savvy audiences. Outlets like Instagram, X (nee: Twitter) and LinkedIn present an opportunity to tell more fascinating stories on the fly and do it with instantly captivating visual hooks - attention grabbers out of the gate. It is best to do both: press releases for validation and social media for reach and engagement - maximising your outcomes across universes.
Press releases still hold value, but not in isolation. At Reclaim247, we see them as the anchor for credibility: the official record that journalists, regulators, and customers can trust. What's changed is how they're distributed and repurposed. An unbranded press release won't cut through, but social storytelling, short-form video and thought-leadership commentary give it reach and authenticity. In today's media environment, people expect proof, not polish. Written releases give structure; digital formats give personality and speed. The future is about more than just traditional versus new formats. Knowing how to combine them to build trust and visibility is the key.
Operations Director (Sales & Team Development) at Reclaim247
Answered 5 months ago
Traditional press releases have value, but they have evolved in their function. We at Reclaim247 consider them anchors - a reliable, permanent record of a story - while social media and multimedia tell that story live. They both do best in partnership. A release creates trust and authority; digital formats create connection and conversation. Too many brands view press releases as one-off announcements instead of story foundations. The impact is when you use the release to set the narrative and then carry it across channels in a human way. It isn't about rewriting traditional formats. Combining them gives you credibility and keeps your story going beyond the first headline.