38. Not Everything Deserves A Press Release

I am an aspiring public relations professional. According to my knowledge, press release is considered as an important subject in a PR professional’s life as our daily routine includes drafting press releases. Or is that what I thought so?  In the world of emerging technologies and emerging of different platforms where video content and short crisp content works, somewhere the value of press release is disappearing. The benefits of being a student at SCoRe are that I get to attend sessions that are conducted by PR professionals with several years of experience. One of my masterclasses was held by Rashmi Naik who works at IndiaSpend in the External communications and outreach department. She is a communication and public policy professional with over 15 years of experience. In her session she spoke about the decline in the importance of press release. She asked why write a press release? Who even has the time to read it? Press releases are not as relevant as they used to be. Press releases have become less preferred compared to other digital tactics that are measurable, scalable, and cheaper. There was a time when PR professionals would prepare and plan their strategy and simultaneously get started on publishing press releases as this was considered as the most efficient way to deliver our messages to our target audience.