Beyond the Press Release: How Event Announcements Have Evolved

There was a time when the press release was the go-to method for announcing new events, special guests, and business milestones. Distributed to media outlets, industry editors, and newswires, press releases were the bridge between a brand and its audience—mediated by journalists and newsroom gatekeepers.

But today, the traditional press release has largely lost its influence. Why? And what’s replacing it?

1. The Digital Attention Shift

In the era of 24/7 content and social media saturation, audiences don’t wait for newsroom editors to tell them what’s important—they consume information in real time, through their phones. Social media, newsletters, and video content deliver faster, more dynamic, and direct engagement than the delayed, text-heavy format of a press release.

In short: we’ve moved from press time to real time.

2. Media Gatekeepers Have Changed

It’s not just newspapers and magazines anymore. Influencers, podcasters, YouTubers, and even savvy LinkedIn creators now have equal or greater reach than traditional outlets. Brands have realized they can generate buzz faster by speaking directly to these digital voices—or even to their audience directly—than waiting for a journalist to pick up a press release.

3. Press Releases Don’t Spark Conversations

The best event announcements today are shareable, visual, and interactive. They’re countdowns on Instagram Stories, speaker reveal videos on TikTok, LinkedIn posts with teaser clips, or live Q&As with special guests. These formats invite audience participation—likes, comments, shares—and that engagement drives visibility.

By contrast, a traditional press release is static. It doesn’t create conversation; it hopes for coverage.

So What’s Replacing Press Releases?

Here’s what smart event organizers and marketers are using instead:

Short-form video teasers (TikTok, Reels, YouTube Shorts)
Live announcements or reveals on Instagram Live, LinkedIn Live, or Facebook
Email newsletters with embedded video and call-to-actions
Branded social media posts with strong visuals and direct links
Collaborations with influencers and guest speakers to announce their own involvement
Podcasts and livestreams with behind-the-scenes or pre-event interviews

These tools don’t just announce—they build anticipation, create momentum, and give your audience a reason to care.

Final Thought

Press releases still have their place—especially for SEO or major corporate news—but for events and special guests, engagement now trumps formality. If you want to make a splash in today’s fast-moving world, skip the newswire and go where your audience already is—online, in motion, and ready to share.

Chris Sturges, Founder of Fired Up Events

Fired Up Events Ltd

Contact: chris@firedupevents.ca

Tags: #Media Strategy #Event Marketing #Langley Events #Content Creation #Brand Experience #Brand Visibility #Event Promotion #Modern PR