5 elements of ‘old-school’ PR—and why they rule

There’s been much speculation over the longevity of “old school” methods and how social media will eventually replace the press release, the press conference, and good old “look’em in the eye” relationships.

I’ve embraced social networking, geo-locating, and Instagram as much as the average up-to-date PR pro, but the more I look at the practice of public relations, the more I realize how much the old tried and true methods are the ones that still resonate and work.

Here are five elements of old-school PR, and why they continue to rule:

1. The press release

Oh, yes, you’ve heard the same thing I have: “The press release is dead! Nobody reads them anymore!”

Well, I’m here to tell you the press release is alive and well and useful. I’ve yet to be engaged in a media relations campaign when a reporter doesn’t ask for “the press release.” It’s one-stop shopping for all the information a busy reporter needs when filing a story, and it becomes the foundational document for developing key messages and crisis questions and answers.

2. The press conference