The Demise of the Press Release Is Greatly Exaggerated

When Jim Miller, SVP/managing director of Dentsu Communications, heard a “PR expert” claim at an industry event in 2010 that the press release was dead, he thought to himself, “that’s ridiculous.” To announce the Siemens Competition in Math, Science & Technology’s 94 regional finalists, Miller and the Dentsu team wrote and distributed 25 customized state-by-state press releases. Here are some tips from Miller on how to make press releases pop:

• One Size Doesn’t Fit All: Write tailored news releases for each target, and give media in different regions strong local angles.

• Use Quotable Quotes: Well-written press releases require good quotes that aren’t just PR speak—they need to really say something.

• Avoid Embellishment: Don’t exaggerate—present the story in the strongest way possible, “but don’t over-tell your story with hyperbole,” advises Miller.

• Make It Self-Sufficient: Miller has found that a lot of newsrooms would use verbatim excerpts or run entire press releases. “They’ll use your material if it’s well done and customized to their needs,” he says.

PR News subscribers can read more about about how Dentsu Communications media trained the nation's brightest science students in the case study: Students Get Crash Course in Media Training to Help Spread Awareness of High School Science Competition

Comments Off

Deals of the Week

Get $150 Off PR News' Measurement Conference 

Media Relations ConferenceJoin PR News at the National Press Club on Dec. 11 for the Media Relations Conference, where you'll learn how to tie your media relations initiatives to business goals, use the right metrics to prove the success of your efforts, incorporate social media in a brand crisis and more.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook


Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription



Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.