Over the past few years, I’ve seen an ongoing debate about whether press releases still hold value or if storytelling is the more effective approach for getting your brand out there.
Some argue that press releases have lost relevance in the digital content space, while others say they still play a crucial role in gaining media exposure and establishing credibility. So, which approach works best when it comes to building brand awareness?
The answer isn’t as simple as choosing one over the other, it’s about knowing when and how to use each strategically. But firstly, for those asking, what is a press release?
Understanding Press Releases in Brand Awareness
A press release is an official statement intended for media distribution, commonly used to announce significant updates like product launches, business milestones or industry recognition. It offers journalists a clear, ready-to-publish story, making it a longstanding tool for conveying news, building credibility and maintaining control over messaging.
According to Cision’s ‘State of the Media Report 2024,’ press releases still hold significant value for journalists, with nearly three in four (74%) identifying them as the content they most want to receive from a public relations (PR) professional. However, in a crowded media landscape where journalists receive hundreds of pitches daily, simply sending out a press release doesn’t guarantee coverage.
Press releases work best when you are announcing a major achievement, such as a prominent acquisition, a noteworthy partnership or secured funding. They can also be effective when launching a product, service or event that has industry significance, as well as when sharing data or insights that are useful for journalists and media professionals.
That said, they require thoughtful targeting. Before you hit send, you need to do your due diligence. You need to make sure the journalist you’re pitching covers the topic you’re writing about.
Spray-and-pray pitching (an outdated method that PR pros should have retired long ago) damages your credibility and wastes everyone’s time. Press releases can fall flat when they’re sent to the wrong journalists, are purely self-promotional or lack a compelling narrative that should have resonated with the audience.
The Power of Storytelling in Brand Awareness
Storytelling, on the other hand, focuses on connection and relatability. Unlike press releases, storytelling is not about formal announcements, it’s about crafting narratives that resonate with your audience on an emotional level. The most powerful personal brands are built through engaging, authentic stories that make an impact.
Storytelling is powerful for personal branding because it humanises your message. Instead of polished corporate language, stories reveal the person behind the brand. They build trust by showing authenticity and vulnerability, making you more relatable. 68% of consumers say brand stories influence their purchasing decisions, according to The Brand Shop.
A compelling story makes you more memorable, sticking with people far more than a generic announcement. Additionally, storytelling is highly shareable, as great stories spread organically through social media and word of mouth.
Personal branding success stories often stem from individuals sharing personal challenges, career transitions, or behind-the-scenes moments that shape their journey. This approach helps create a deeper relationship with an audience compared to the structured nature of a press release.
Press Releases vs. Storytelling: Which Should You Use?
The choice between a press release and storytelling depends on your goals.
A press release is best used when you need formal media recognition for a business milestone. It is also effective when you want to provide structured information that journalists can quickly publish, when you’re aiming for SEO benefits from high-authority media links, and when you need to communicate a clear and factual update to a broad audience.
Storytelling, on the other hand, is ideal when you want to build a personal connection with your audience. It works well when you’re positioning yourself as a thought leader through blogs, articles and interviews.
It’s also effective when you need to make an emotional impact to increase engagement and shareability, and when you want to showcase your journey, values and mission in a way that resonates with others.
Moving Forward: The Best Personal Branding Strategy Combines Both
Rather than choosing between press releases and storytelling, the most effective approach is strategically using them together.
Leveraging storytelling helps to develop a strong personal brand that attracts attention, while press releases solidify credibility when making major announcements.
Transforming compelling stories into PR-worthy content ensures that media outlets find them valuable. A press release can provide awareness, but storytelling is what makes people care about your brand.
When used in tandem, they create a powerful personal branding strategy that balances credibility, engagement and long-term impact.
So, the next time you’re thinking about getting media attention, ask yourself: Are you delivering a message, or are you telling a story that truly connects?
See you next week!
