Inside the Interactive Press Release

Today’s news distribution landscape has made media outreach more challenging than ever. With thousands of reporters, influencers, brands, and an ever-growing proliferation of platforms, audiences are constantly inundated with messages. Email, news feeds, voicemail, snail mail—there are millions of communications delivered every day that are instantly deleted or disregarded without a second thought. PR professionals have adapted to this new reality in various ways. 

Earn your audience’s attention with content they care about


This deluge of messaging brings about a hard reality for PR pros: the press release, although still very relevant, can no longer be the core medium for news distribution—at least not in its traditional form. We’re relying more on the amplification power of social media, optimizing our messages for short form communications, and adapting them to the specific audience on each platform. We’ve adopted video platforms and multimedia tools to diversify our communications tactics. We’re harnessing audience data in new ways to expand our reach and improve our relevance.

Most importantly, we’ve realized that while press releases can certainly deliver everything reporters need to cover their story, they don’t always need to be long, intimidating print assets. Social media has emphasized just how much impact a succinct message can have, while accessible video and multimedia resources make adding compelling elements to releases easier than ever. 

It’s understandable, then, that with thousands of competing messages vying for their attentions, readers might be too time-crunched to digest a 2,000-word release unless they’re particularly interested in the subject.

The communications professionals who are thriving in this digital-first world have learned to win that battle for attention. People are spending hours a day engaging with content. We know audiences want to engage. They want an experience, and, most importantly, they want to choose which messages they pick up with and which ones they leave behind. They want control.

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