ARE PR AGENCY PRESS RELEASES DEAD IN 2024?

How will almost daily news of staff reductions at media agencies around the globe impact the work of PR agencies?

We are running into unchartered territories as consumers are controlling how they receive, share and even produce their own content.

Will this wild west kind of world spell the demise of the press release--a billable strategy, writing and distribution process that many PR firms rely on to keep the lights on.

About 20 years ago, I was hired as director of marketing for a broadcast technology company whose edgy slogan was:”Get wired or get fired.”?

That marketing mantra is more relevant today than it did way back they before social media and the explosion of alternative sources of news, information and education.

My boss had wild visions that his company would regularly pump out press releases that would magically lead to visibility and customer sales.

I misunderstood his drive for immediate action and took a slightly slower route of trying to build a process for automation of distribution that would free me up to execute more growth marketing efforts.

It did not end well for me, but not for a lack of experience, talent and trying as I had spent a dozen years in newsrooms.

I knew how, when and why news outlets wanted information, based on my time served in print and TV newsrooms.

My boss saw the news release as the golden ticket to sales and customer loyalty.?

Don’t get me wrong, I love news releases. When done well, they are a one-page snapshot of a story of value to a media outlet’s audience. Even more than that, they can be a foundational document that gets departments, companies and leaders behind a singular mission or call to action.

But, what happens when a venerable 100-year-old practice of pitching news releases to newspapers, radio, TV and even social media platforms isn’t always getting an effective return on investment? Everyone has to pivot sometime--even if it is ever so slightly.?

The media landscape is in flux. Consolidation has shrunk newsrooms, journalists are juggling ever-increasing workloads, and audiences are flocking to YouTube, consuming content directly on their devices and smart TVs. This leaves traditional PR firms, built on the foundation of sending press releases, facing a stark reality: adapt or risk becoming relics of a bygone era. I hate it when people prematurely declare an era, technology or practice as on the outs or end of life.?

News releases are key documents that can land coverage that gains independent evaluation, builds customer loyalty or brand awareness. But, the fact is, news releases alone may not be enough to move the needle in 2024.?

Another fact, many agencies sell what they know how to do best. Putting a culinary spin on the point: Chinese restaurants don’t often sell pizza.?

Clients seeking PR support need to be more proactive to make sure that their agency can do a broad spectrum of activities including content creation, event development, engaging social media content distribution as well as internal and external communications.

Clients, understandably, expect more than just press releases. They demand content creation, social media mastery, captivating events, and engaging audience interactions. But how can PR firms pivot amidst this media metamorphosis? Here are some key strategies:

1. Embrace Content is King: Ditch the press release-centric approach and become a content powerhouse. Create diverse, audience-specific content that resonates across platforms. This could include:

• Thought leadership blogs: Establish your expertise by publishing insightful articles, research reports, and white papers.
• Video storytelling: Capture attention with compelling video content like interviews, product demos, and explainers.
• Engaging social media posts: Go beyond bland announcements and craft interactive, informative, and entertaining social media content.
• Interactive infographics and reports: Use data visualization to tell compelling stories and make complex information easily digestible.

2. Master the Platform Powerhouse: The media landscape is no longer monolithic. Diversify your outreach beyond traditional journalists and target influencers, bloggers, podcasters, and social media personalities relevant to your audience. Build authentic relationships with these content creators and explore collaborations like interviews, sponsorships, or product placements.

3. Become Event Architects: Don't just organize press conferences, create experiences. Consider interactive workshops, immersive product launches, or virtual events that foster audience engagement and generate organic buzz.

4. Prioritize Paid Media Strategically: While press releases still have their place, paid media can amplify your reach and target specific audiences. Use platforms like LinkedIn Ads, Twitter Ads, and YouTube Ads to promote your content and connect with decision-makers.

5. Measure and Refine: Data is your friend. Track the performance of your content, campaigns, and events. Analyze what resonates with your audience and adjust your strategy accordingly.

6. Upskill Your Workforce: Traditional PR expertise alone won't suffice. Invest in training your team on content creation, social media management, data analysis, and video production. Consider hiring individuals with complementary skillsets, like content writers, social media strategists, and data analysts.

7. Partner with Specialists: Don't try to be everything to everyone. Partner with agencies or freelancers specializing in areas like video production, influencer marketing, or paid media campaigns.

8. Embrace Transparency and Authenticity: Consumers seek genuine connections with brands. Build trust by fostering open communication and showcasing your brand's values and purpose. Be transparent in your messaging and actively engage with your audience.

9. Think Outside the Box: Don't be afraid to experiment and explore new communication channels. Consider wildly popular platforms like TikTok or innovative formats like interactive quizzes or augmented reality experiences.

10. Become a Trusted Advisor: Shift your mindset from "pitching stories" to "providing strategic counsel." Understand your clients' business goals and develop communication strategies that align with them. Become a true partner in their success.

The media landscape is evolving at breakneck speed and end users control the flow and type of content that reaches them.

Today simply sending out news releases (most of which are actually marketing material) is not enough to elevate a brand’s visibility or profitability.

Developing a comprehensive content strategy is key--knowing how to create and distribute the content over multiple platforms to a wide-range of audiences requires visual storytelling skills that move customers to seek engagement.?

Agencies that cannot embrace and execute with a multitude of tools and platforms are at a distinct disadvantage to sustain client engagements. The truth is, knowing how to create content is as important as knowing how to distribute it.

It's not breaking news to report that the world responds more now more than ever to images, videos, infographics and audio.

Luckily, I have 20 year head start with this important lesson and know first-hand how to create content, public relations and marketing that goes beyond the news release.

Those who can’t get wired, will probably get fired.

#PR #PRAgency #NewsRelease #PressRelease #MediaRelations #ContentCreation #SocialMediaMarketing #GrowthMarketing #Visualbranding #Storytelling

Roger Rosenbaum is the head of Brand-News-Team--a full-service communications and PR consulting firm fully versed in traditional media relations and advanced content creation and social media campaigns. He is a former award-winning journalist who uses newsroom skills in PR, marketing and content creation. AI was used in the development of this article.?