When press releases still matter

Press releases are still part of the PR toolkit – but not always for getting press.
Once the preeminent tool in every PR toolbox, the press release has fallen out of favor in recent years due to its perceived overuse – indiscriminately spamming reporters’ inboxes with every hiring update and piece of organizational information.
Despite that criticism, there’s still a significant place for a well-crafted, timely press release, especially if it’s sent to the right aud