"For years, my default move for any client milestone was the same: write a press release and distribute it through a wire service. But reach and results are two very different things."
"According to a State of the Media report from PR Newswire, one of the top challenges PR professionals face is that press releases simply aren't generating the media pickup they once did."
"The turning point came when a client's genuinely newsworthy funding round got buried because the journalist I pitched had already ignored three of our earlier non-newsworthy releases that quarter."
"I stopped sending press releases for anything that wasn't material news. Instead, I started pitching personalized story angles directly to three to five journalists who actually covered my clients."
Press releases have become less effective due to media saturation. Many PR professionals face challenges as journalists ignore non-newsworthy releases. A turning point occurred when a significant funding round was overlooked because of prior irrelevant pitches. To adapt, the focus shifted from mass press releases to personalized story angles directed at a select group of journalists. This approach aims to improve media engagement and ensure that only material news is communicated.
Read at Entrepreneur
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