Do Press Releases Still Matter?

The press release used to be the bread and butter of many public relations professionals. At its best, it could be an art form unto itself. At its worst, it could be… boring. Today the press release is another tool in a growing communications toolbox that includes things like social media, content marketing, company newsletters, live streaming video, influencer marketing and much, much more. Each of those channels, when used well, has the potential to reach far more people than a single press release, although few achieve all the same goals. Do press releases still matter today? Absolutely, but they have certainly changed.

What Is A Press Release Anyway?

Not too long ago, a reporter could stroll over to the newsroom fax machine (yes, fax machine) and pick up a stack of press releases to search for an interesting story that day. The fax machine may be gone (they’re gone, right?), but the press releases keep coming by email, wire service, LinkedIn notifications or press release distribution services. The delivery may have changed, but the format of a good press release has basically remained the same.

So what is a press release? For the most part, think of it as the formal voice of your organization to the outside world. It’s where you announce significant news and other developments, but it should also be where you continue to communicate your core values, mission and key messages throughout every communication. 

Announcing a new CEO? Sure, the press release is about them, but it’s even more about who your organization is or aspires to be. Celebrating an award? Great! Celebrate, but also make sure to communicate how that award connects to your other strategic goals. Sharing news about a new product, program or other initiative? The press release you share should also talk about how that next step moves you forward as a company toward achieving your vision.

Yes, there are standard press release styles, forms and formats, but the press release itself is a communication about your organization, your work and your goals at a given moment in time. You mark that time by putting it up on your Company News page, sharing on social media and sending out to possibly interested reporters and editors who might find what you’re doing interesting as well.

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Who’s Going to Read Your Press Release Today?

Let’s be clear. Press releases are not only written for reporters and news editors to read. In fact, early on in my public relations career I had a frantic conversation with a colleague who wanted to quickly send out a press release about an upcoming event. The thing is, they didn’t want the “press” to attend. That left me scratching my head for a moment and we ended up finding a better solution, but they were not entirely wrong. With so many layers of communication that can be included in a single press release and the nature of it being broadcast widely as a company communication, each press release must be written for a wide and very diverse audience.

In some cases, a company today may not even distribute a press release directly to the news media. They’ll post it to their news section, share on social media and email it to their core audiences. If a reporter picks it up too, great, but their main audience might be their customers,  employees, board members or even potential investors. 

Long after that press release goes out to the media, it will stand on your website as a chronological record or mile marker for others to see what you have accomplished. Consider that for a moment. When you think of a press release as a kind of historical document of your progress, it will begin to shape how you write each release, what you include and how you begin to measure your own growth and progress.

A Modern Press Release Strategy

Now that we have a broader perspective of what a press release is and the role it serves, let’s look at how it can fit into a modern press release strategy. Which audience is it written for and which goal does it hope to achieve? The answer is all of them. A successful press release strategy includes a great many different kinds of communications with different goals, but they are all integrated so each connects to the other. 

There are major press releases that mark significant moments in an organization’s growth. Then there are less significant releases that maybe serve as a way to stay on the radar of interested reporters, even if they’re unlikely to write a story about that specific topic. For a successful strategy, though, all of those different types of press releases should be identified, categorized and when possible, added to a calendar so you can begin to see how they all fit together with every other form of communication you’re creating. And most importantly, each and every press release should be seen as an opportunity to speak about the values and goals of your organization as well as where you are going.


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Are You the Next Rock Star on the Ghidotti Team?

The Ghidotti Team is overflowing with full-fledged rock stars. Sure – we’re looking for the best, brightest, most creative, most organized. You get the picture. But what we REALLY want is someone who we can laugh with, depend on, learn from and do great work together. Learn more about who we’re looking for and what you can expect.

In the Account Supervisor position, a staff member will be responsible for assisting and managing the public relations, content marketing, digital media, account services and/or creative/strategy for clients. This position requires fully developed specialty skills, a strong understanding of the industry landscape and an understanding of client priorities and objectives.
  • Serve as the account strategist/lead and oversee/play a clear leadership role on at least three clients.
  • Manage the implementation of work plans and ensure client deliverables are successfully met on deadline.
  • Play a leadership role in the sales process by identifying additional services to sell to existing clients and assisting with RFP responses, new business proposals, presentations, etc. with senior leadership or independently.
  • Display a strong understanding of and effectively communicate Ghidotti’s service offerings to existing clients.
  • Successfully supervise at least one junior staff member, including providing guidance on their professional growth.
  • Begin to play a role in the agency’s marketing efforts, guiding aspects of certain campaigns and/or helping to execute in their areas of expertise.

Account Services: 

  • Play a clear leadership role in the planning and execution of integrated marketing campaigns for clients.
  • Develop and write comprehensive strategic marketing plans for clients.
  • Handle vendor contracts and ensure proper billing.
  • Demonstrate a clear track record of successfully meeting deadlines and timelines.
  • Handle day-of logistics on behalf of clients, responding quickly and effectively.
  • Assist in providing leadership and professional development on client relations, helping team members improve their skills in managing conflict, presentations, sales, etc.

Client Strategy: 

  • Develop or oversee the visual content creation for client materials, including e-newsletters, website content, digital campaigns, marketing collateral, etc.
  • Oversee the development of marketing materials and branding campaigns.
  • Manage creative marketing campaigns on behalf of clients.
  • Demonstrate a clear track record of leading brainstorms, and providing and implementing creative ideas for proposals, presentations, etc.
  • Continually provide new and ‘fresh’ ideas for proposals, new business proposals and current clients’ marketing campaigns.

Apply for this open position by emailing Bethany Siems at

Experience in public relations, content marketing, digital media and influencer marketing is a must, but here is what we really want in a fellow Rock Star. Don’t let it scare ya – we just have high standards!

  • You anticipate every move of our clients and us.
  • You dream of ways to crack the Instagram gold mine in your sleep.
  • You are resourceful.
  • You are humble.
  • You know what needs to be done because it just comes naturally.
  • You are accurate. Every. Single. Time.
  • You take our vague guidance and get it done.
  • You are fast, yet error-free and awesome.
  • You care about every single, tiny, little detail.
  • You follow instructions.
  • You know you are extraawesome, and totally own that.
  • You meet deadlines even when you only have minutes to do it.
  • You can handle your own drama. Better yet, you don’t have any.
  • You have a life outside of work that you love and nurture.
  • You loathe micromanagers and don’t need one.
  • You love learning new things.
  • You sing karaoke and have “that song” when you really need to bring it.
  • You ask questions when appropriate. (Basically, you don’t ask us how to spell someone’s name because you know how to Google as if your life depends on it).
  • You treat our clients and your team members with respect.
  • You are funny.
  • You are caring.
  • You are a good friend and co-worker.
  • You are creative and think of winning marketing ideas in your sleep.
  • You love writing award entries. Like it’s your job!
  • You are resourceful. It’s so important that we’re mentioning it again.

Rock Star Environment

We strive to create a fun, engaging atmosphere where high fives, chicken minis, and celebrations are commonplace. We lift one another up, honor achievements and reward hard work.

  1. Professional Enrichment

    Whether instructor-led, web-based or sharing during Fireside Friday, we are always learning more!

  2. Community Engagement

    We love the state of Arkansas. Our team enjoys outings to locally-owned businesses and pride ourselves on community involvement. In addition, employees are often offered free tickets to community events to get out and enjoy life with friends and family.

  3. Team Building

    Quarterly adventures for the team!

  4. Winter Recess

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  5. Summer Fridays

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  6. Volunteer Time Off (VTO)

    Along with your PTO, you also get VTO to use to support your favorite charity or organization.

Does this describe you?

Apply for one of our open positions or just send us an email letting us know why you should be part of this Rock Star team. Email