The press release is dead—or so we keep hearing.
But somebody forgot to tell Sarah Skerik, vice president of content marketing for PR Newswire.
“No one reads press releases?” she says. “I’m sorry, I have data otherwise. People read them by the millions.”
The thing is, press releases can be written well or handled badly. In a session titled “Proving the Value of PR Across the Organization,” she explains that press releases are content that can be widely shared—if you make it interesting and shareable.
“People are tweeting the daylights out of press releases,” she says.
Her comments come as many in public relations express doubt about the value of the press release. In a recent piece for the HubSpot blog, a former Newsweek reporter states that he deleted nearly every press release he received.
He quotes one industry pro who says: “The simple press release should have died years ago. In my mind, they’re dead already.”