Are Press Releases dead?
Press releases are pretty much dead in the tech press according to Chenda Ngak, the head of PR for Automattic.com a firm which owns names like Tumblr, WordPress.com and WooCommerce. Instead, it is now all about relationships.
Do they serve any purpose?
Chenda Ngak (Automattic.com) says that when she was a network news journalist she only ever used them for contact information for people. Plus occasionally they would be used to pull a quote from, providing the source was trusted. But press releases are only read if they come from someone journalists know or are keen to hear from.
Why do people still turn to press releases?
There can be a temptation to use them because management are asking for them. They are also easily quantified. When people ask, how well is the PR team doing, the PR team can say they sent out 6 press releases this month.
What are the alternatives?
Instead of press releases, write blog posts says Chenda Ngak (Automattic.com).
This is a view shared by Illyana Stareva (author of Inbound PR) too.