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August 31, 2021 11 min

If you work in public relations, you know all about press releases.

Cambridge Dictionary defines a press release as a “public statement given to the press to publish if they wish.”

PR agencies and internal communications teams use these public statements to provide media contacts with useful information (in theory) — from proactive event announcements and product launches to reactionary comments.

And press releases are used often: Every year, PR professionals send out tens of thousands of press releases to a wide range of media contacts who may plug them into news coverage or not.

But just because press releases are sent often doesn’t make them effective. To the contrary, today’s PR professionals lean on generic press releases too much, when customized pitches are the way to go. By “customized,” I mean targeting the right media contacts and individualizing your pitches to suit their specific interests…

Continue reading here.


The article read in this episode originally appeared on the Forbes Agency Council CommunityVoice™ in April 2021.


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