While press releases still have their place, solely relying on them can limit your reach and impact. Embracing more innovative PR tactics allows you to stand out in a crowded media landscape. 

Even in just the past few years, there have been a handful of cultural and technological shifts regarding the flow of information. In today's market, driving meaningful interactions with media and audiences requires leveraging social media campaigns, influencer partnerships, hyper-local media pitching, and live or experiential events. These tactics enable you to adapt to evolving consumer preferences and communicate your message more effectively. Here are some ideas for modern PR outreach methods that go beyond the traditional press release.

1. Influencer Partnerships

According to an article by the University of Southern California, social media advertising revenue is expected to surpass $252 billion in 2026. Influencer partnerships and brand ambassadorships are some of the most popular tactics in this space. 

When partnering with influencers, focus on authenticity and relevance. Identify influencers whose values align with your brand and whose audience matches your target demographic. Social media outreach is most effective when the content is generated intentionally for a precise demographic. Collaborate with the influencers and be open to their ideas. There's nothing worse than a promotional post that feels scripted; the sponsored content must be portrayed in a non-corporate manner, showcasing your brand in a natural, organic way. 

An influencer's audience is likelier to engage with content if it appears natural for the influencer to be promoting it. Encourage influencers to share their genuine experiences with your brand or showcase them using a product or attending an event. Based on advertising campaign performance, 31% of ads with emotional pull succeeded versus the 16% success of ads that focused on rational content (USC).

Whether through sponsored posts, product reviews, or influencer takeovers, provide the influencer with the tools and resources to represent your brand effectively. Additionally, track and measure the impact of the partnership through metrics like engagement, reach, and conversions to ensure a successful PR outreach campaign.

2. Community Partnerships

Community partnerships offer valuable opportunities for PR outreach. Start by identifying organizations or causes that align with your brand's values and target audience within your local and online communities. Sponsor or participate in events, volunteer initiatives, or online forums where your target audience congregates; your efforts can benefit the community while promoting your brand's mission. 

Leverage this partnership to garner media coverage through local news and social media platforms. A deeper impact can be fostered when consumers see a brand through a different lens, especially one that doesn't feel as buttoned-up as a press release.

3. Hyper-Local Media Pitching

Like community partnerships, executing a hyper-local media pitching strategy is an effective method for targeted outreach. Ditch the blanket press release and spend your time researching local journalists, bloggers, and influencers who cover topics relevant to your brand or industry.

Emily Reynolds-Bergh, Founder of R Public Relations, works closely with many clients to secure hyper-local media coverage, and she often leaves the press release at the door. "Forget about a press release and instead personalize media contact pitches to demonstrate your understanding of their beat and audience," she says. "It also helps to highlight the unique angle or story that makes your brand relevant and how that could work with the contact's publication." By focusing on hyper-local media outlets, you can generate impactful coverage that resonates with your target audience on a grassroots level.

4. Live Events

Live events are another great way to garner media attention sans press releases. Planning full-scale events that benefit causes, support the community, or exemplify a brand's mission uniquely and engagingly can draw live television reporters and local media alike, not to mention interested consumers! 

Reynolds-Bergh says live events are valuable in other ways, too. "Reporters are inundated with press releases. Sometimes, they crave some time away from their computers! Live events allow them to connect with their community and see what a new-to-them brand is about—without staring at a screen. It's a win-win."

After the event, Reynolds-Bergh recommends distributing content from it on your website, across social media channels, and via email newsletters to reach a wider audience over time. You might even consider sending a photo album to your media contacts to view or run as a feature!

Are You Ready to Pass on Press Releases?

Incorporating modern PR outreach tactics into your strategy can help you connect with your media targets, key audiences, and potential new customers. Forget about the press release and pursue curated influencer partnerships, community partnerships, hyper-local media connections, and live event activations and opportunities to generate quality media interest. You might also build a strong brand presence in today's competitive landscape while you're at it! Adapt and evolve your outreach approach based on shifting trends, audience preferences, and emerging technologies to stay ahead of the curve. The more creative your outreach channels, the more significant the impact.