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Press releases used to be one of the basic tools of the public relations profession, used by PR practitioners to communicate news directly to journalists. With the advent of new online communication channels, the goals, target audiences, and overall scope of press releases have evolved, transforming press releases themselves into a new communication tool used by public relations and marketing professionals alike. This report has a list of recommendations about the use and evaluation of online press releases and some observations about this evolving communications profession.
This report was originally published by the Society for New Communications Research, which officially merged with The Conference Board in January 2016.