No, but it’s certainly evolving, and if you push out releases, you need to make sure you are evolving with the medium.
1 – In this sector, press releases are not enticements to get editors to write stories. They are the stories. The formulaic corporate style of traditional press releases just annoy trade publication editors and bloggers. Remove most of the chest-beating hype and jargon and tell a story that interests them and their readers, and you’ll get play.
2 – Make it easy for them. Send the copy as text so they can copy and paste, and then edit. Include logos and web-ready images that help tell the story. If you have video, get it online so it can be embedded, easily, in the story. Do not send PDFs. Note: this is a visual business, but few companies use it to market their services.
3 – Be natural in your quotes and comments. We’ve all read quotes from executives in press releases that make you instantly think, “No one actually talks like that.” If you are manufacturing quotes, make them conversational and actually contributing to the story.
4 – Put things in context. Probably the biggest problem I see with press releases is the lack of context. I see countless releases hyping some new technical advance or doodad, but providing little or no clue as to why anyone should care. Think in terms of. “This new version of ___ will save time and money and …” THAT gets people interested.