Why B2B comms must move past the press release
Does the press release still have a place in modern communications?
In an era of ‘fake news’ and concerns that major outlets are deliberately manipulating information or suppressing narratives for their own end, we believe it firmly does. The press release communicates an event, product launch, opinion, or other significant development to the media in a professional, factual and official way.
But it’s also highly formulaic – which, as any reporter will tell you, makes it even easier to ignore. Attitudes toward the press release have been shifting. Cision’s 2024 State of the Media Report found that 74% of surveyed journalists still consider press releases the most valuable content they receive from PR professionals. However, there’s not too much daylight between that and original research reports (61%) – offering long-term searchability and often delivering more value for a brand.
The press release is still an important tool for driving coverage and raising awareness of breaking news, but the volume of coverage driven by press releases appears to have declined for many brands. A release may also put pressure on an editor to fact-check, rewrite, seek counter-opinions, and draw on additional insights to craft a quality article. With fewer editors having the time or resources to do this and, especially given the volume of daily releases received, cutting through the noise is more critical than ever.
What does going beyond the press release look like?
For greater efficiency, we suggest reserving the press release only for the most impactful news and reducing the sheer volume PR and comms teams share with journalists. According to the same Cision report, 74% of journalists receive as many as 100 pitches per week across various communication channels.
Crafting a bespoke strategy for each story helps position it for maximum impact. How a comms team deploys different tactics depends on the story, available spokespeople and partners, and the business objectives being served. These tactics can include:
- Interviews. If it’s big news – especially if it involves customers, a key source for verifying vendors’ claims – there’s likely more to the story than a press release can convey. Preparing spokespeople, customers, and partners for insightful, engaging interviews gives journalists an exclusive angle and a human touch, tailored to their audience.
- Content. Success in UK communications often hinges on a robust content delivery programme that balances competing priorities: what the brand wants to communicate, what an editor finds valuable and what the audience wants to learn. There’s no single formula for compelling content, but strong editorial assets – such as exclusive industry research, expert commentary on emerging trends, and unique data-driven analysis – are key.
- Data. Many, if not most, stories are underpinned by data, and announcements often require supporting facts and figures. Rather than simply inserting statistics into a press release, consider using data in more engaging ways: infographics for social media, in-depth reports, or talking points for a roundtable discussion.
- Exclusives. The right coverage in the best publication can reach your audience more effectively than multiple mentions in outlets with less relevant readership. A strategic comms approach should identify the most influential journalists or publications to tell your story. This requires relationship-building, but journalists appreciate brands that provide well-timed, valuable insights.
- Case studies. A well-crafted case study that brings the customer journey to life – focusing on challenges overcome rather than just the solution – makes for compelling storytelling. Third-party validation lends credibility and an influential customer may draw more attention than the brand itself.
- News hijacks. Rapid responses, media comments; these go by many names. News hijacking allows businesses to contribute timely perspectives on trending industry topics. Having pre-approved messaging and an efficient approval process enables quick responses to breaking news, industry developments, or relevant calendar events.
For B2B companies looking to stay competitive, success lies in developing a holistic communications strategy that leverages multiple channels, formats, and approaches. The most effective organisations treat press releases as just one tool in a broader storytelling strategy – complemented by thought leadership, social media engagement, and direct stakeholder communications.
At Archetype, we’re not shy about crafting a press release to share our clients’ stories with the world. Market-moving announcements, data-led narratives, or high-impact product launches all warrant a clear, well-written release that journalists can easily turn into news. The best press releases share something that a broad audience will find relevant – or should know about.
For more specialised stories, collaborating on alternative approaches can ensure they reach the right people in the right way.
After all, it’s about the impact, not the channel.
