I’ll be the first one to say that a press release is not a PR strategy. But, while reading an article by Mark Naples titled, “6 PR facts every marketer must know,” I was surprised to read that one media contact at a high-powered publication actually said that, “the press release is dead.”

I do agree that press releases alone do not make a PR campaign and they shouldn’t be blasted to every media contact on a list with the hope of landing a feature story. But, in my opinion, the press release isn’t dead; it’s the first step in helping a reporter or editor develop a story.

Press releases lay the foundation for stories and articles. But you can’t stop there. Press releases, combined with over-the-phone pitching, in-person meetings and becoming a resource to reporters and editors build relationships and creditability over time—and in turn lead to the development of stories and articles.

Meaningful PR doesn’t happen by simply clicking “send” on an e-mail, meaningful PR happens over time and with many steps—a press release is one of those steps.

Do you think press releases are still valuable PR tools?

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As someone who works in PR, I can firmly say that one of my biggest pet peeves is the misuse or ongoing battle between “it” or “its” and “they” or “their.” And, what’s scarier, I see these pronouns misused almost daily.

I can’t keep track of how many times I’ve read a sentence like this, “Company X is expanding their product offerings.” “Their” product offerings? No, “Company X is expanding its product offerings.”

When referring to a company or organization in your writing, pronouns that can replace the subject, or company name, in a sentence are “it” or “its,” not “they” or a “their.” “It” or “its” refers to a company or organization; whereas “they” or “their” are used when referring to people.

So, the next time you’re writing a press release, ad, Web page, e-blast or any other marketing communications piece, just remember to pay attention to your pronouns—“it” does make a difference!

What do you think? Do you cringe when you see “they” or “their” used incorrectly? Do you have any other pet peeves when it comes to writing?

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