Public relations has changed significantly over the years. What worked even five years ago can now feel outdated, or simply ineffective.
In large part, these changes have been driven by the rise of digital media, social platforms, and shifting consumer expectations. Are you still sending out press releases for every product tweak?
Sticking with dated tactics won’t just waste your time, but it will also cost you credibility, and that is the last thing you can afford to lose. If your PR approach still relies heavily on press releases and mass email blasts, it’s time for a reset.
Here’s a breakdown of PR strategies that no longer deliver results, and smarter, modern alternatives to use instead.
1. Press Releases for Every Minor Update
Media outlets are flooded with press releases every day. When companies send one out for every internal milestone, a new hire, a minor product tweak, a partnership that hasn’t yet delivered results, they dilute their voice.
Save press releases for big, newsworthy announcements, product launches, funding rounds, significant partnerships, or data-driven stories.
Blog posts, newsletters, and social media are ideal for minor updates that still matter to your audience. You’ll maintain control over the narrative and avoid annoying reporters with non-news.
Newsletters, in particular, are an excellent medium for self-published PR, and you don’t have to worry about not having the technical expertise to get started. With newsletter templates, all you have to do is plug in your content and press publish.
2. Relying Solely on Traditional Media Outreach
The media as a field is fractured. Print is shrinking, and audiences are scattered across digital platforms, streaming content, and following niche creators.
Counting only on traditional media, such as newspapers and trade outlets, will mean you’ll be missing huge chunks of your target market.
According to Adrian Iorga, Founder & President at 617 Boston Movers, “Local businesses like ours must focus on building relationships in the community as this usually works far better than blasting out generic press releases. We focus on partnerships, local events, and being visible where it matters. That’s what moves the needle.”
The ideal approach to modern PR is to adopt a hybrid strategy that combines earned, owned, and paid media.
3. Using Generic Pitches or Mass Emails
Reporters get hundreds of pitches a week, and if the message looks like it was sent to everyone and not just them, they can usually tell right away.
Make your message relevant and offer something fresh, such as an exclusive angle, early access, or expert commentary. Personalized, relevant emails get read. Everything else gets deleted.
So do your homework by taking the time to find the right journalist for your story. Read their recent work and reference it in your pitch. This is the right way to get journalists to open your email.
4. Chasing Vanity Metrics (e.g., Impressions and Likes)
A million impressions look great on a slide deck, but they don’t necessarily mean anyone cared, clicked, or converted. The same goes for likes and superficial shares. These metrics can mislead more than they inform.
Laurence Bonicalzi Bridier, CEO at ArtMajeur by YourArt, suggests focusing on meaningful KPIs. Track brand sentiment (how people feel about your brand), placements in target outlets, backlinks, social engagement quality, and share of voice compared to competitors. Align your PR goals with business outcomes, such as lead generation, brand trust, or SEO improvements, rather than focusing on empty numbers.
5. Overusing Corporate Jargon and Buzzwords
Peter Čuček, Owner at Tuuli, emphasizes that if your press materials are packed with words like “synergy,” “innovation,” or “scalable solution,” you’re already losing people. Buzzwords create distance. They blur your message. And most of the time, they don’t mean much.
Talk like a human. Use clear, conversational language that shows personality and reflects your brand’s voice. Consider how real people speak and what resonates with them. Strip away the fluff and get to the point. Your message will land better and be more memorable.
6. Ignoring Owned Media Channels
Earned media plays a tremendous role in building brand reputation. That said, relying solely on earned media relinquishes control. If no one picks up your story, it dies. And even when they do, you don’t control the framing, the timing, or the tone.
John Grant, Founder & CEO at Premier Bidets, shares the following insight: “You can’t rely on journalists alone to tell your story the way you want it told. Instead, you should try publishing regular blog posts, creating short videos, and building a newsletter. By owning your content, you control the message and build trust with your audience. And when media coverage does come, it’ll just reinforce the narrative you’ve already established.”
Final Thoughts
The tactics that once dominated PR, such as blanket press releases, mass outreach, and buzzword-laden messaging, just don’t cut it in a world that values authenticity and relevance.
To stay ahead, you must evolve. Focus on targeted storytelling, integrated strategies, engagement, and consistent brand presence across your channels. For more PR tips, we recommend reading our guide to getting your CEO featured in the press.
