Stop Sending Press Releases and Expecting Results

Press releases aren’t dead—but relying on them is. In this episode of The Fourth Draft, Erin Trafford unpacks why traditional press release strategies aren’t cutting it in today’s media landscape. From shrinking newsrooms to the rise of hyper-personalized storytelling, Erin explains what’s changed and how to adapt your approach for better results.This episode is packed with actionable advice for anyone frustrated with their press release performance, offering modern strategies to help your message cut through the noise and get noticed.

Key Takeaways:

• Press releases are a tool, not a strategy—they must pique curiosity, not tell the whole story.
• The media landscape has shifted dramatically, requiring more personalization and storytelling.
• Align your press release strategy with your owned media to measure results and build lasting impact.

Key Quotes:

1. [00:08:00]: “The press release isn’t the story—it’s the starting point. Its job is to pique curiosity, not communicate everything.”
2. [00:12:00]: “Your store opening or quarterly results aren’t a story—they’re noise. Lead with a narrative that shows impact.”
3. [00:20:00]: “The best way to get noticed isn’t by broadcasting louder—it’s by crafting a story and building a connection.”

Episode Highlights:

• [00:03:00] Why press releases aren’t working: shrinking newsrooms, decision fatigue, and the noise factor.
• [00:06:00] The mistake of using press releases as a strategy instead of a tool.
• [00:11:00] How to create stories that resonate with journalists and their audiences.
• [00:16:00] The importance of aligning earned media with owned media to drive measurable results.
• [00:19:00] Data-driven storytelling: Pair stats with human stories to make your message more compelling.

Call-to-Action:

• Ready to rethink your press release strategy? Book a call with Erin using the link in the show notes or connect with her on LinkedIn.
• Don’t miss future episodes! Subscribe to The Fourth Draft for more actionable insights.

Resources Mentioned:

• Story Studio Network: storystudionetwork.com
• For consulting inquiries, contact Erin directly.

Connect with Erin:

• LinkedIn: linkedin.com/in/erintrafford