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Death of the press release

The humble press release still bags coverage, but does that coverage really translate into business results?

In July 2016, Forbes joined the chorus of commentators that have declared the press release “dead”. Rather than take their word for it, we thought we’d check the press release’s vitals ourselves ­– has it joined the choir invisible, or is it just pining for the fjords?

The Wildfire labs team reviewed coverage from over 100 press releases across five key technology sectors to find out how effective the releases were in getting a business’ message across. Coverage was scrutinised for whether it included some of the most important elements from the original press release: the company’s key message, a direct quote, and a link back to the company’s website.

The full results are revealed in our experiment video…

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Wildfire Labs explores intelligence, insights and trends from the world of tech marketing and PR. Articles and content by Alex Warren, Tim Richardson, Rebecca Quin and Paula Fifield. If you'd like to learn more about any of our trends or our team, contact