THE DEATH OF THE PRESS RELEASE? WHY YOUR PR CAMPAIGN ISN’T GETTING THE RESULTS YOU WANT | TRIBERA
THE DEATH OF THE PRESS RELEASE? WHY YOUR PR CAMPAIGN ISN’T GETTING THE RESULTS YOU WANT
For decades, the press release has been PR’s most reliable tool - the backbone of brand communications. But as audiences evolve, algorithms dictate attention, and social-first storytelling dominates the feed, it’s time to ask: ‘has the press release reached the end of its relevance?’
We’re now operating in an environment where stories break on TikTok before breakfast, LinkedIn guru think pieces are driving more conversation than national columns, and memes move faster than the morning news cycle. Add AI-generated content to the mix, and even the sharpest announcement can be buried in minutes.
It’s time for PR to get honest with itself. The old rules don’t apply anymore. And the brands winning earned attention aren’t just sending press releases - they’re shaping narratives, fuelling culture, and engineering credibility in new ways.
We sat down with Sheridan Okey, Head of PR at Tribera, to unpack how PR strategies must evolve to cut through the noise and deliver impact that lasts.
“The good old days of firing out a press release and hoping for coverage are gone,” says Sheridan. “PR today needs to be smarter, faster, braver and more connected to where conversations actually happen.”
So, what does good PR look like now? Here are five ways brands can rethink their approach, and why the best digital PR agencies are already doing it.
1. THE BEST PR DOESN’T LOOK LIKE PR
The future of PR doesn’t start with a press release. It starts with an idea worth talking about.
Instead of templated announcements, leading PR teams are earning coverage through creative storytelling - think culturally relevant hooks, human stories or data-led insights that surprise both journalists and audiences.
“Journalists want stories, not statements,” says Sheridan. “A strong PR campaign gives them something irresistible - an unexpected insight, a cultural moment, or a narrative that sparks conversation.”
Try creating a mini-insight report, commissioning a short survey or poll, or analysing a trend or cultural shift in your sector. It’s not about adding noise; it’s about adding value.
2. FORGET COLD PITCHING, IT’S ALL ABOUT REAL RELATIONSHIPS
If your PR approach still revolves around mass outreach emails to 200 journalists, it’s time to stop. Newsrooms have changed and so has the way journalists want to connect.
Mass outreach emails don’t build credibility. Relationships do.
“Journalists live on X and LinkedIn, not in their inboxes,” Sheridan explains. “Engage with their work, comment on their posts, add to their conversations and be genuinely curious about what drives them. That’s how you move from being inbox clutter to a trusted contact.”
Offering exclusives or behind-the-scenes access creates value for journalists and brands. It’s slower, but it builds something far more powerful: trust.
And trust is the new reach.
3. REACT FAST OR MISS THE MOMENT
The story cycle isn’t 24-hour anymore – it’s 24 minutes! Stories now break and expire within hours. Reactive PR, or newsjacking, has become a vital part of PR strategy. It’s how brands insert themselves into the right conversations, at the right time, with relevance that feels organic – not opportunistic.
“Don’t just react for attention’s sake” Sheridan adds. “React when your brand has the authority, credibility or point of view to add something meaningful. That’s the difference between being part of the news or just chasing it.”
Proactivity is the new preparation. Build systems that allow you to respond - in minutes, not days. Set up Google Alerts, follow industry hashtags and stay plugged into what’s trending. Never miss a beat.
4. THINK NARRATIVE-FIRST, NOT FORMAT-FIRST
PR used to start with ‘how do we announce this?’. Now it starts with ‘why should anyone care?’.
Once you’ve nailed the narrative, then decide the format. Maybe it’s a TikTok series, a podcast cameo, a thought leadership or yes – a press release, but one that lives across multiple touchpoints.
“People scroll before they search. They follow people before brands,” Sheridan notes. “The best PR today blends storytelling across social, influencer, and editorial - meeting audiences where their attention already is.”
In other words, your story doesn’t live in one channel. It travels.
This shift reflects how audiences now discover and consume information. And as PR teams adapt, it’s clear that the strongest campaigns blend channels, from social storytelling to influencer partnerships and digital content that earns attention organically.
5. EARNED TRUST EQUALS EARNED MEDIA
If public relations used to be about earned coverage, it’s now about earned belief.
You can’t buy credibility - you earn it. Every PR campaign, quote, and partnership builds trust that journalists and audiences both recognise. And the brands winning coverage are the ones consistently showing up with substance and authenticity.
“When a brand leads with integrity and value, journalists take notice and remember,” Sheridan explains. “They remember who’s credible, who delivers value, and who isn’t just chasing headlines. That’s what converts relationships into results. You can’t fake that.”
PR isn’t about being seen. It’s about being believed.
Earned media isn’t just about visibility, it’s about validation. And the only way to achieve that is through consistency - being the brand people want to hear from, not the one flooding inboxes with commercial announcements.
SO, IS THE PRESS RELEASE REALLY DEAD?
Not quite – but it’s definitely being rewritten (pun intended). The press release still has a role to play - as a source of truth, a credibility anchor, and a searchable asset that fuels wider digital storytelling. What’s changing is how it’s built and where it lives.
Over the next year, the most successful digital PRs will accept the press release as one PR tactic within a bigger, more dynamic strategy. It’s still useful for clarity, quotes, and credibility, but the real impact comes from how that message is amplified through social, digital, and human storytelling. It is part of a content ecosystem that powers visibility, authority, and relevance - across both media and search.
“The future of PR is narrative-first,” Sheridan concludes. “It’s about crafting stories that live across channels, that people believe in, and that move conversations forward. The press release isn’t dead, it’s just evolving.”
READY TO RETHINK YOUR PR APPROACH?
The world of PR is changing. If your brand is still relying on press releases and mass distribution alone, it's time for a rethink.
At Tribera, our PR, digital, and creative teams work side by side to craft stories that earn attention, build trust, and drive real results. Whether it’s through social storytelling, reactive campaigns, or strategic media outreach, we help brands show up where it matters.
If you’re ready to generate press coverage with real business impact, get in touch today.
