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Is the press release dead, or just living on in a different form? In this episode hosts Jenny Scott and James Kirkup, both Partners at Apella Advisors, compare journalist habits and modern comms strategy. They discuss how AI, owned channels, and trusted relationships are reshaping story traction.
Jenny and James ask if press releases still have a meaningful role in modern communications. They discuss why mass distribution rarely works, and why a press release is more effective when it supports a relevant story and an established journalist relationship.
The conversation explores how press releases can function as briefing notes, sources of factual information and become part of a company’s searchable public record in the age of AI. The press release itself is only one element of a wider communications strategy.
They also consider the growing importance of owned channels, CEO communications, blogs, podcasts and direct audience engagement. They give examples from Octopus Energy, Relx, and Games Workshop to help illustrate different approaches to corporate storytelling and media relations.
The episode provides practical advice for comms teams: focus on the corporate narrative first, share concrete evidence rather than speculation, use clear facts and bullet points, and treat the press release as one tool within a broader communications toolbox.