Is The Press Release Dead?
When someone as influential as the top communications person for one of the “big four” banks tells a room full of PR people that the press release is dead you realise how much the world has changed.
As a journalist and editor for Fairfax Media and Bauer for 20 years before launching content agency Storyation, I must have received hundreds of thousands of press releases. Some of them were snappily written; others were turgid and riddled with grammatical errors. The vast majority were simply irrelevant to me and binned without being read.
In my first job as a daily newspaper reporter in which I mostly covered murders and asbestos spills, I once received a press release (and a follow up phone call from a perky PR person) about a new brand of vacumn cleaner with lots of helpful detail about its sucking power. I soon learned to never pick up my phone.
So when Paul Edwards, Group GM of Communications for ANZ, stood up in a windowless hotel meeting room at the Public Relations Institute of New Zealand conference in Auckland earlier this month and said that the press release was redundant because the way journalists want to consume information has changed, I just about burst into applause.
Edwards said that ANZ had launched its digital publication Blue Notes because the bank realised that to succeed in social media they needed brilliant content. But they have also found that Blue Notes has redefined the way that they deal with journalists. Instead of relying on press releases to get their message out they publish a story themselves which in turn gets picked up by media.
All of this was the ideal introduction to my session at the PRINZ conference the following day. I spoke about how PR professionals need to adapt in a rapidly changing world where content marketing is how brands are looking to connect with audiences who are switching off to traditional advertising.
I’m not convinced that the press release is dead yet but it’s almost certainly on life support. While brands continue to churn them out, under-resourced media teams have less time than ever to read them. Unless a press release delivers genuine news – an announcement that has real news value to the person it is delivered to (and does it in no more than a few paragraphs) it is unlikely to generate media coverage.
The bigger opportunity is for PR teams to start creating editorial stories to build audiences on a brand’s own platform that also get earned media. Those stories might inspire the media to do a “matcher” (their own version of the story as has happened with ANZ) or, in some markets, if the story is good enough, a growing number of publications will run it verbatim. My agency works with Tourism New Zealand’s Global PR team and they have seen some excellent results in a short period of time by sharpening their focus on content creation and relying less on media famils and traditional press releases.
What’s the difference between a press release and an actual story the media might run? The former is almost always focused on the product – and the latter is always focused on the audience and what they want to read. The PR professionals that can grasp the difference and find angles that align with the brand’s purpose without a hard sell have a bright future indeed.
Head of Content for Sydney agency Storyation Lauren Quaintance will be speaking at Travel Daze on June 6 about how travel PR is broken.
Latest News
ANZAC Battlefield travel on the 2025 bucketlist
As Anzac Day dawns, agents prepare for a surge in bookings for the 110th anniversary of the Anzac Cove landings.
Former Channel 9 Getaway host and founder of TRIBE Jules Lund to speak at Travel DAZE
From blond-tipped travel reporter to Travel DAZE speaker, Jules Lund cuts through the BS.
HX’s Roald Amundsen finds aliens in the Antarctic
Forget whales, HX's MS Roald Amundsen captures aliens in the Antarctic - and they're not pretty.
Mayhem in France as 70% of flights face cancellation
I mean it wouldn't be France if there wasn't at least one strike.
Etihad Airways launches double-decker service with world’s only in-air three-room suite
We imagine falling asleep in the three-room suite is superior to falling asleep on your neighbour's shoulder.
Norwegian Cruise Line launches 2024 Europe travel season
Europe certainly has a lot of ports. Its time for Australia to up its game.
“The power of travel for positive change” – Intrepid’s Jenny Gray hails controversial all-women Saudi Arabia trip
There is an awful lot to love about this tour from Intrepid. Where do we sign up?
Princess names the Sun, unveils Sanctuary Collection + Star Princess to Alaska in ’26
A huge bottle of Veuve was smashed into the side of the ship to make things official. So no, we couldn't snag a glass.
Collette special offers across peak northern summer season
If you are craving a trip to Europe then grab this deal with both of your grubby hands.
Air India and All Nippon codeshare between the two countries
Here at TW we agreed that the photo would have worked better if they had swapped planes.
A&K offers minimum 18 weeks paid parental leave
Contrary to what the photo suggests this benefit is only applicable for humans. Back to work Mrs Jumbo.
NH Hotel Group rebrands as Minor Hotels Europe & Americas
Hang around the bends of the hotels. We imagine they will be full of a lot of branded content.
Scenic Eclipse II – the business of creating unforgettable life-changing memories
These cruise brothers from another mother offer a view of cruising on Scenic Eclipse II that is poles apart.
MSC builds new hospital ship with Mercy Ships
If you want to read a story that puts a smile on your face then this is the one for you.
“I peed on myself watching this” – Social media users squirm at Royal Caribbean’s Harmony of The Seas 55ft dive video
TW is not responsible for any involuntary actions your body might have after watching this video.
FLIGHT REVIEW: Qantas Boeing 787 Dreamliner business class
The real bonus is you're unlikely to be around screaming children. Hoorah!
Traveltek offers travel agents new rapid deploy cruise website
As always, if you have any issue with the platform, just turn it off and on again.
Experience whale watching & classical music at the Australian Festival of Chamber Music in Townsville
Disappointedly, the whales do not start singing in tune with the orchestra. Opportunity missed.
Fond, very Fond. London hotel famed for James Bond link adds ‘Classic Comforts’ lunch menu
James Bond author Ian Fleming was so fond if this hotel, it inspired the legendary phrase ‘shaken, not stirred’.
What sets Eclipse Travel apart with Africa expert Hilary Dubyk: Travel Weekly TV
If you want to know more about Africa, then Hilary Dubyk is your person.
Surge in Australians visiting Japan
Feel like all of your friends have just returned from Europe? Now it's Japan.
Seabourn announces Western Kimberley Traditional Owners as Godparents of Seabourn Pursuit
Seabourn has named Western Kimberley Traditional Owners, the Wunambal Gaambera, as Godparents of the ultra-luxury purpose-built Seabourn Pursuit. It is the first cruise line to appoint Traditional Owners as godparents of a ship. Seabourn Pursuit embarks on its inaugural season in the Kimberley region this June. The naming ceremony will take place on Seabourn Pursuit’s […]
Sydney named 17th best place to work remotely
If you struggle to get a seat within Sydney's coffee shops, you now know why.
W Melbourne grows sales team
We appreciate the thought that has gone into this team photo.
Cunard welcomes new ship Queen Anne
This might be the most impressive ship handover in ship handover history.
Intrepid Travel appoints Yvette Thompson as general manager sales & marketing ANZ
It isn't end-of-day Monday and Yvette Thompson has already nabbed herself an impressive promotion.
Anna Fawcett re-joins Global Touring in newly-created APAC role
With such an impressive CV, Global Touring is no doubt thrilled to have Fawcett back.
“We know our response has been far from perfect” – Emirates’ open letter following Dubai flooding
If you also need to write an apology letter, then this is a pretty good template.
Malolo Island Resort opens brand new Spa
Fiji’s Malolo Island has added another string to its bow – opening its $1.3 million day spa on Thursday, 18th April 2024. (Lead Image: matriarch Rosie Whitton with spa staff) Located at the edge of the resort’s luscious patch of tropical rainforest, the new “Leilani’s Spa” adds another level of elevated experiences to Malolo’s already […]
Virgin Australia’s HILARIOUS second instalment of the ‘Bring on Wonderful’ campaign
We don't use the word 'hilarious' lightly, but this is worthy of the title.
Visit Sunshine Coast reveals new brand identity
If you were looking for another reason to visit the Sunshine Coast then this is it.
Sofitel launches brand campaign starring Sex Education’s Gillian Anderson
We can confirm the content of this video is less spicy than Sex Education.
Holland America Line gives agents the chance to visit Alaska on 11-day Famil
If you've ever wanted to see a Polar Bear (and who doesn't?), now is your time.
More than 65 luxury agents gather in Sydney for Best of the Best dinner
This looks like a fabulous do. We imagine there may be a few (or maybe 65) sore heads this morning!
Globally-renowned chefs gather for Vivid Food 2024
As a human, we agree that food is a fundamental part of the human experience. Some might say the most fundamental.
Air New Zealand returns to Hobart and Seoul
If you notice an uptick in Kiwis making their way through the Mona, you know why.