In the fast-paced world of public relations, especially fast-paced for tech and startups, the relevance and efficacy of press releases are subjects of heated debate. Some argue that press releases have become archaic, lost in the noise of digital information overload. Others contend they remain an essential tool in a PR professional’s arsenal. Well, let’s once and for all (fingers crossed) demystify the role of press releases in modern PR, particularly for startups, and shed light on how they can be used effectively.
Why are some saying the press release is ‘dead’?
The notion that the press release is ‘dead’ stems from its apparent overuse and misuse in the industry. Startups, often eager to make their mark, sometimes send out press releases for events or updates that lack genuine newsworthiness. This misuse can lead to the inundation of journalists’ inboxes with irrelevant content, causing many valid stories to be overlooked or dismissed outright.
Misusing press releases for “spray and pray”
A common misuse of the press release in the startup (and actually also PR in general) world is treating them like email marketing tools. It’s a fatal mistake. The dynamics, rules and physics of email marketing are totally different from those of PR.
So what is the ‘spray and pray’ approach? Basically, blasting out press releases to a vast number of recipients in the hope that someone will publish the story. And it is a fundamental misunderstanding of the purpose and potential of a well-crafted press release. This tactic only irritates journalists. And it is so commonplace, such a predictable offense, that it gives PR professionals and press releases a bad name.
Let’s think about the meaning of a press release. What does it represent? When something happens that is of interest to communicate to the general public, an organisation can disseminate the information via the media, packaging the most important information about news into a press release. Here’s the important bit: it’s acknowledged that this information is of interest to the public, and therefore to media and journalists serving the public.
When startups should use press releases
Still, the press release are far from obsolete. In fact, press releases can be incredibly effective when used correctly. But they should be reserved for sharing genuinely newsworthy content. Meaning, news that is relevant, timely, and of interest to your target audience.
Newsworthy announcements for startups typically include:
- Significant fundraising rounds (the size needed for coverage depends on the outlet and the trends in the industry)
- Notable partnerships with other businesses
- Expansions into new countries
- Launch of innovative products or services
- Key executive hires or major client wins
These types of news provide valuable information to journalists and their audiences, making them ideal candidates for press releases. One comment we would make is: every vertical is different. Some have trade media that cover all the above, others don’t. Have a proper scan of the media relevant to you, and see which type of news they cover. Despite our best efforts to give you actionable advice relevant to most startups here – ALWAYS do the individual research on your targets.
When not to use a press release
Understanding when not to use a press release is crucial to avoid being blacklisted and hated by our target outlets. You may find yourself on a journalist’s bad side by sending press releases about:
- Website updates
- Small features and incremental product improvements
- Generic executive statements
- Minor rebranding or name changes
In these cases, alternative platforms like a corporate blog or social media channels may be more suitable for sharing such updates.
How journalists see press releases
Despite the criticism, most journalists still value press releases. They offer a structured and reliable source of information, especially when they are relevant, factual, and well-written. Countless journalists that we know have expressed their appreciation for press releases that align with their beat and provide substantial, newsworthy content.
Of course we are talking about journalists that cover news, and who can actually benefit from press releases. There are a lot of journalist specialisations that might never require a press release!
PR is NOT email marketing
We cannot stress enough that public relations and email marketing are two completely different things. While email marketing focuses on reaching a broad audience with the aim of driving consumer action, PR is about building relationships and reputation with key media. This involves carefully selecting the right journalists and outlets for each story and ensuring that the content is both relevant and newsworthy to them. Spamming a long list of contacts with irrelevant information is counterproductive and can harm a startup’s (or agency’s / PR professional’s) reputation in the long run.
Long live the press release!
In conclusion, the press release is far from dead. It remains a powerful tool for startups when used with intelligence and strategic intent. The key lies in understanding what constitutes newsworthy content, targeting the right audience, and making sure it’s of benefit to the media. In other words, don’t approach the press release like a headless chicken.
Want even more amazing startup PR advice? Check out our advice series, including:
How to choose the right PR agency for your startup
And lots more!
