How the Digitization of Media and Social Media Changed Press Releases

By Matylda Kramarz

I remember my days at Nintendo and how I was dreading the review of the traditional press releases. I always found them boring and thought we could achieve so much more with our products. After all, weren’t we supposed to be all about fun? (Our objective was to put a smile on every stakeholder face.) If I was catching myself snoozing a few times in the process, can you imagine the journalists or worst, the clients? A bit of storytelling or a conversational tone could have gone a long way! I wished we had understood the power of the Internet – this may have changed everything. This could have compelled us to create more engaging content for press releases knowing that gamers, influencers and journalists would be all over our content – reading it, sharing it and using it to decide to purchase our products or not.

Long are gone the days where the media were the sole owners of the conversation “who buys what”. With the Internet and Social Media, consumers, influencers and media hold the key to knowledge because they can all access, research and create information on the products and services they are interested in. This gives them power because they can, all of a sudden, convince more people of their point of view by leaving reviews, writing blogs, etc.

Press releases serve an important function for these stakeholders: it’s the way brands communicate the latest information about their company. Here’s how press releases have evolved[1] to adapt to the market:

  1. Traditional releases: The copy communicates the facts about the products. Think about something that sounds robotic – you got it!robot-icon
  2. Consumer-focused releases: Content tells the consumer why a product or service would benefit him or her. Storytelling gives it a more human approach. Adding keywords can also help consumers find the release on the Internet and obtain valid information on a product or service.
  3. Social Media releases: It acts as a complement to traditional and consumer-focused releases by mixing facts and social content all-in-one format. Allowing the consumers, journalists and influencers to share a conversation online and expand on their experience with the brand.

Companies can accomplish so much more on the Internet. With the digitization of media, their release could be the start of a conversation on social media. Since we know peer opinion is more trusted than media’s opinion[2], companies should target consumers and establish clearly the benefits for them. With so many companies competing for the user’s attention, the message must be trusted by the users and provide exactly what they need to know. With both the media and consumers as the audience, it’s important to make your release accessible and be ready for anyone to take it out on social media channels and pursue the discussion.


[1] The Evolution of the Press Release, Posted May 11, 2008 by Matt Hickey.

[2] Global advertising consumers trust real friends and virtual strangers the most, July 2009 by Neilson.

2 thoughts on “How the Digitization of Media and Social Media Changed Press Releases


    Great storytelling Mathilda. I loved reading your story about Nintendo and I think the sharing of your emotions & state of mind in the first paragraph makes it engaging. I have a question for you although : Would you consider Consumer-focused releases as part of the New school Media releases/ Social Media releases as well ? I would have regroup them together. Helene.


  2. Hi Helene, they’re definitely consumer-focused and part of the new school releases. I agree Social Media releases could have been put under “Consumer-focused releases” but I wanted to point out the differences. It was interesting for me to see how exactly those releases could look like (click on the link above it you haven’t and don’t hesitate to tell me your opinion! Thanks for your feedback!


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