A brief history of the death of the press release
Ok, we know. Not another blog about the death of the press release.
But here’s the thing: whether the press release is alive, dead, or clinging on in some kind of zombie state, the debate itself has been running for decades. Type “death of the press release” into Google and you’ll find millions of results, stretching back almost to the dawn of the internet. At this point, the argument has become a meme in its own right.
And yet, the conversation keeps coming back—fired up by journalists, PR professionals, and industry commentators alike. Our personal favourite headline on the subject? “Die! Press release! Die! Die! Die!” Subtle.
Why the Press Release Keeps Being Declared Dead
There’s no denying that the traditional press release has faced criticism:
Many PR professionals question its relevance in a world of instant publishing and social media.
Journalists are often inundated with poorly targeted, boilerplate announcements.
In 2016, Forbes even declared the press release officially dead, arguing it no longer added real value to a brand’s marketing strategy.
With the rise of real-time comms, multimedia content, and social storytelling, it’s easy to see why the press release might feel outdated.
What the Data Actually Says
Despite all the noise, surprisingly little research has been done into how effective press releases really are. That’s why, at Wildfire, we decided to put the debate under the microscope.
Our team analysed a broad set of campaigns and measured the tangible impact of press releases—from media coverage generated to referral traffic and engagement metrics. The results? Let’s just say the story isn’t quite as black-and-white as some headlines would have you believe.
In fact, press releases still play a role in:
B2B tech PR campaigns where credibility and authority matter.
SEO strategies, with optimised releases providing backlinks and visibility.
Media relations, when they’re targeted, newsworthy, and written with clarity.
You can see the full breakdown in our latest video, where we reveal the numbers behind the press release’s surprising resilience.
The Real Takeaway for B2B Brands
So, is the press release dead? Not really. But it has changed.
For B2B technology companies, the key isn’t whether to abandon the press release, but how to use it as part of an integrated PR strategy. On its own, it’s rarely enough. Combined with thought leadership, creative campaigns, and social engagement, however, it still has the potential to deliver results.
At Wildfire, we believe in challenging assumptions with evidence. The press release may not be the silver bullet it once was, but it’s far from buried.
