Putting Storytelling Back Into a News Release

The art of storytelling is celebrated today as one of the most effective ways to communicate. When I first started practicing public relations, the most effective news releases were the ones that told a story. They were called feature news releases. I’m not sure what happened to them, but over the years, that term has all but disappeared from the PR vernacular. In fact, Google yields a paltry 5,700 search results for the term, which makes me very sad, as it once was the most effective way to get a reporter or editor’s attention. It was a great way to [...]