The Evolution and Enduring Relevance of Press Releases in Crisis Communication

Introduction:

Nowadays, during transitional crises, effective communication becomes a crucial method to remain credible, prevent reputational issues, and clear up through difficult conditions, which organizations have to deal with those at the helm. Among the most often used eligible instruments in crisis communication is the press release, an information document that firms utilize to deliver the information to the media and the public. Although the press release is the eternal genius of the PR industry, its role and effectiveness have changed the storm of the digital age to some degree. This paper considers not only the essence and role of crisis communication but also the transformation of the press release and the state-of-the-art practices that facilitate effectively using this instrument in crisis cases,

Crisis Communication: Definition and Importance

Crisis communication is a term that stands for an information delivery process among the parties and the audience during difficulties and unforeseen situations that potentially affect the organization’s integrity and reputation, work policy, or public safety (Martic). Efficient crisis communication will allow the companies to address the issues, solve public perception problems better, and reduce the risk that the crisis can negatively impact the organization. In response to Khristina Martic, a crisis communication specialist, “The core reason for the importance of crisis communication is mostly in the aspect of building trust, guarding the organizational reputation, and delivery of appropriate and accurate information to stakeholders” (Martic). Active crisis communication and dissemination of any information is the management’s way of displaying leadership, taking responsibility for the turnaround, and showing that they prioritize finding a solution.

The Evolution of Press Releases

The press release, the dense pillar of modern public relations, has existed for over a century now and is used by organizations to communicate with the media and the general public. Nevertheless, the role of press releases remains significantly altered, along with their substructure, in the digital age. Back then, press releases were distributed mainly through old-fashioned and standardized channels like mail, fax, and hand-distribution to the newsrooms and journalists (The Pollack Group). Now, people witness the creation of places where stories and musical notes seem to come to life. Since the Internet made the search and distribution of press releases possible, online channels now replace digital interfaces and traditional print media. Nowadays, a media release can be sent through various mediums such as newswires, list services, social media networks, and the websites of an organization itself (The Pollack Group). The increased accessibility of this technology has helped organizations that significantly depend on it to meet a broader audience faster and more efficiently. Nevertheless, it should be noted that it has not only increased attention to competition in a market with many options.

Challenges and Best Practices for Press Releases in Crisis Communication

The effectiveness and the outcome of press releases in crisis communication rely on using universal practices and dealing with the hurdles of the current media environment. Whether a hurricane, terrorist attack, environmental disaster, or company scandal, it is unquestionable that press releases remain an indispensable component in crisis communication. It is essential to take into consideration the following significant difficulties and best practices:

1. Credibility and Transparency: A common challenge faced by press releases is the mistaken thinking that they are biased and have no credibility as information sources. Corporations increasingly express their intentions in press releases to enhance their standings. However, since journalists pay attention to material that appears favorable and removes aspects that are not important, corporations might shape the interpretation of the information. In the context of communication strategies, good companies should first put openness, accuracy, and ethics standards in place to increase credibility. In addition, try to follow ethical journalism, which is presenting facts impartially, referring to valid resources, and disclosing views fairly and conflicts of interest. That’s why they say: “ A stitch in time saves nine. Furthermore, inviting the media or requesting verification, just like owning a display, may help establish trust and show the willingness to open up.
2. Promptness and Timeliness: Speedy communication is more critical when the world is in crisis than ever. People must be advised; panic needs to be tamed; rumors must be stopped, and accurate news must be presented. In order to win in the market, information in the form of press releases has to be drafted and sent within the quickest time possible (Martic). The most effective measure would be to have those encompassing pre-approved communication templates and quick tracking processes. It is worth mentioning here that publications on digital media and newswires should also be exploited to get press releases to stakeholders and the media as soon as possible.
3. Providing Multiple Content Options for the Channels of Press Release. Due to technological development, current press releases must be tailored to fit several communication channels and their audiences. The old “one-size-fits-all” method may not provide a successful channel to communicate with all stakeholders and different outlets since it is a targeted population (The Pollack Group). Best Practice: Design and publish brief, attractive, and site-specific release notes for mass media, social media sites, and traditional media groups. Along with strategies such as pictures, clips, and visuals, the audience’s engagement and cognitive retention of information will be significantly enhanced.
4. During a crisis, the information exchange and public sentiments may be unpredictable. It is necessary to keep watching and react to the influence of this scenario. Media scrutiny mainly comes from media organizations, while social media scrutiny comes from discussions on social media platforms and stakeholders’ responses. An organization needs to be responsive to the changes that need to be made to its communication strategy. A robust recommendation application will involve robust media monitoring and social listening technologies to monitor any mentions, sentiments, and comments about that topic as best practices. As soon as possible, address the inquiries, irrespective of the nature of the issue or the information provided, and update the customer about the developments that will occur in the future.
5. For example, transparency being paramount is a pragmatic strategy, which is equally important but not as of prime concern. The strategic messaging would depend on the crisis of the situation. Experts, Thayer and Rosenthal assert that organizations carry a significant burden when reacting to the seriousness of the situation decisively and pursuing solutions and actions that can be successful. In times of crisis, the most efficient way is to adopt a pragmatic position by determining the obstacles, empathizing with the needs of stakeholders, and continuing with the most concrete plan to overcome the challenge. Be careful with dismissive, pejorative, or negative phrases, and listen rather than lead so your first communication is open and honest.

In conclusion, the press release may still be a great way for companies to communicate effectively during crises, even though the media environment is dynamically changing today. On the other hand, even though the conventional way of distribution and the dissemination mode have experienced significant transformations, something that has remained the same is that the purpose of press releases, which remains as before, has been the timely and dependable distribution of information. The media release is used to address crises or crises, maintain public trust, and do the play and reputational damage is the media release for enterprises. We do this by following the example of what great support should look like, including elements of openness, promptness, personalized content, active monitoring, and a pragmatic approach. Crisis communication via print media releases requires maintaining the rhythm of the strategic messaging while monitoring the ethical standards. There is a need to strike a balance that ensures this information is not solely based on being newsworthy in addition to being accurate and socially responsible.

Works Cited

Martic, Kristina. “Crisis Communication: Definition, Importance, and Best Practices.” Haiilo, 7 May 2021, haiilo.com/blog/crisis-communication-definition-importance-best-bractices/.

Thayer, H. S., and Sandra B. Rosenthal. “Pragmatism | Philosophy.” Encyclopædia Britannica, 15 June 2017, www.britannica.com/topic/pragmatism-philosophy.

The Pollack Group. “The Evolution of the Press Release: An Antiquated Practice or Timeless Necessity? | Episode 17.” The Pollack Group, 22 Nov. 2023, pollackgroup.com/the-evolution-of-the-press-release-an-antiquated-practice-or-timeless-necessity/. Accessed 25 Apr. 2024.