For decades, the press release has been the gold standard for public relations. It framed the way brands told their stories, communicated with journalists, built credibility and generated coverage. But in today’s media landscape, a single static announcement rarely carries the same weight. With the rise of social-driven news consumption, TikTok and influencer-driven narratives, storytelling has shifted from top-down messaging to dynamic, audience-first engagement that spans channels, touchpoints and more.
So how can PR professionals rethink their approach in the influencer era?
Integrated PR Is the New Standard
Traditional PR has evolved. Today, every campaign must be conceived with an integrated mindset: earned, owned, paid and influencer strategies working in sync. Clients expect measurable outcomes and audience impact, not just column inches or hyperlinks. Relying on earned media alone is no longer enough – because while headlines create visibility, integrated campaigns drive traceable ROI, deeper engagement and sustained brand loyalty.
From Control to Collaboration
Traditional press releases give organizations full control of their message. Influencer-led storytelling, however, thrives on authenticity. While both serve a purpose, this means letting go of some control and allowing creators to shape brand narratives in ways that feel natural to their audiences. The most effective partnerships happen when PR pros view influencers as co-creators rather than just distribution channels.
Short-Form, Snackable Storytelling
Long-form releases and statements still have their place, especially for regulatory or investor audiences. But consumers are increasingly drawn to content that entertains and informs in under 30 seconds. PR pros should translate their key messages into formats that work for influencer use and social engagement: soundbites, quick tutorials, or even memes that capture attention quickly.
Evolving the Press Release
This doesn’t mean the press release is obsolete, it’s advancing. Think of it as the foundation: a hub of accurate information that media, influencers, and stakeholders can reference. From there, PR pros should collaborate on developing a suite of accessible content – videos, infographics, social-first messaging – that extends the story into the spaces where people are already engaging.
The influencer era isn’t about abandoning PR’s roots. It’s about building upon them and the additional strategic thinking that goes into campaign development. Every campaign today must be built with an integrated approach. Relying on press releases and media hits alone isn’t just outdated, it leaves clients frustrated with less measurable ROI and limited traceable audience impact. Those who don’t evolve risk being left behind.
