Is the press release dead, or just living on in a different form? In this episode of The Little Questions, hosts Jenny Scott and James Kirkup, both Partners at Apella Advisors, compare journalist habits and modern comms strategy. They discuss how AI, owned channels, and trusted relationships are reshaping story traction.
Jenny and James ask if press releases still have a meaningful role in modern communications. They discuss why mass distribution rarely works, and why a press release is more effective when it supports a relevant story and an established journalist relationship.
The conversation explores how press releases can function as briefing notes, sources of factual information and become part of a company's searchable public record in the age of AI. The press release itself is only one element of a wider communications strategy.
They also consider the growing importance of owned channels, CEO communications, blogs, podcasts and direct audience engagement. They give examples from Octopus Energy, Relx, and Games Workshop to help illustrate different approaches to corporate storytelling and media relations.
The episode provides practical advice for comms teams: focus on the corporate narrative first, share concrete evidence rather than speculation, use clear facts and bullet points, and treat the press release as one tool within a broader communications toolbox.
This podcast is hosted by James Kirkup and Jenny Scott.
James has over 20 years in high-profile Westminster roles including Political Editor of the Daily Telegraph and Director of the Social Market Foundation. Extensive experience of thought leadership and advocacy work, with a particular focus on the relationship between business, politics and public policy. Continues to contribute regularly to national media outlets as a columnist at the Times and Spectator.
Jenny Scott; Former Executive Director of Communications at the Bank of England and co-lead for Bank wide strategy. Advisor to the Governor, sat on the Bank's executive committee and risk committee. Formerly economics and politics correspondent for the BBC and presenter of the Daily Politics. Trustee of Pro Bono Economics.
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This episode was produced by The Podcast Coach.
