The press release is fighting for its life in a world of spammed inboxes and 140-character tweets. Meanwhile the debate about the press release’s viability continues. Syracuse University professor Michael Meath argues, “The traditional press release is dead…many of us still use them, but if the intent is to gain the passionate interest of reporters and editors, we are going to be disappointed.”
The press release still has diehard supporters, however. Najeeullah Khan of InterloperInc.com says press releases “worked before the internet and they work just as well now.”
The odds, it seems, are stacked decidedly against releases, but they still serve as lures in the tackle box of PR pros and as such demand a deft approach. Below are tips for crafting compelling and effective releases.