Modern PR tactics that generate attention, credibility, and coverage beyond traditional press releases.
Tahura Khan
Modern PR tactics that generate attention, credibility, and coverage beyond traditional press releases.
The days of PR being done by just spray and pray are gone. Although press releases were once the dominant medium for communicating with corporate entities, their reign ended in 2026 due to the prevalence of product advertisements by email and a growing apathy on the part of potential readers or viewers toward corporate jargon. Today’s companies should focus on starting as many relevant conversations as possible rather than hitting as many wires as possible. In a time when distribution methods are determined primarily by the readers’ needs, it is essential for brands today to develop authentic and strategically placed communications rather than send mass emails containing PDFs that no one requested.
The end of the traditional press release can be attributed to a structural shift in the way information travels.
Founders are people, so their followers are individuals – not logos. Position your founder as a visionary creator through LinkedIn, receive guest spots on industry podcasts and write opinion pieces for industry publications; thus, you are addressing the ‘Executive Equity’ built by your founder’s authority, ultimately creating a greater level of trust in your company than an anonymous corporate press release will.
Rather than simply telling a journalist what your company has done, tell them why it is relevant to the industry in general and use statistical, fact-based opinion statements (POVs) to create a new barometer of what exists and what is possible. Journalists are always searching for subject matter experts who can educate them as they sort through trends, but they do not want someone simply providing a platform for the new product launches of companies.
The Niche = New Mass (in 2026). As a guest on an ultra-targeted industry podcast, you can be on that podcast for 30 to 45 minutes without interruption from anything else passed along to your core audience. Therefore, you are developing “long-form trust” with your audience that cannot be achieved by simply sending out a 400-word news release.
The majority of high-level conversations within an industry take place behind closed doors within private communities. If you participate in an active and conversation-based manner, in private community channels like Slack or Discord, you can create direct interaction with decision makers within an organisation as well as promote your brand. You can bypass ‘gatekeepers’ to gain visibility.
Original insight will always capture headlines. If you create a survey or release a report based on your own original data, you’re creating a linkable asset for yourself, which will create a high authority backlink to your own site while also allowing for press releases, media reactions, and so on to be based on your data.
Gone are the days of simply “tweeting” about current events to get noticed. The era of newsjacking requires some element of commentary or analysis that can be provided by the author on the current events, which often means explaining the way in which the event will force your industry to pivot or change direction.
Today’s modern journalist is the B2B Creator. By partnering with a respected micro influencer who has an established, devoted following, you’re able to create immediate credibility and visibility for your brand. The endorsement provided by an influencer carries more weight than a wire placement in a thousand publications.
The biggest opportunities available to you are when you control the narrative on your own channels (blog, LinkedIn newsletter, email list). The more you leverage these owned assets, the more compounded SEO value you have, and the more direct access you have to your audience, one that cannot be taken away from you by any third-party algorithm.
The best way to position your brand as an educator rather than just a vendor is to secure a regular byline in a top-tier trade publication. This is an example of “brand-safe” visibility that creates long-term authority for your brand and keeps you top-of-mind with clients and prospects.
Today’s PR is about being found when someone is looking for a solution. By focusing on keywords that demonstrate high intent and obtaining visibility on sites that already rank for these keywords, you can grow both your reputation and your rankings at the same time.
Public relations has transformed into a strong strategy beyond just creating awareness. Each year, Google will continue to prioritize E-E-A-T – Experience, Expertise, Authoritativeness, and Trustworthiness – as a determining factor in its search algorithm.
PR can create a strong brand through high-quality votes of confidence (backlinks and brand mentions) in the eyes of search engines, signalling that your brand is a leader within its industry. Integrating PR and SEO teams makes every media mention an optimized opportunity for exposure and can create lead generation over several years using this media.
Learn more about How to write press releases like a PR Professional
We believe at Trivium Media Group that all forms of communication should work together as one entity. By creating a synergy between PR, SEO and content, we can ensure your brand not only gets the attention of the media but also has a better chance of being found and recognized by search engines.
Although they are not the primary strategy, in certain situations, a press release can still be utilized in the following ways:
The public relations industry’s view of the world will be altered significantly over the next two years, from 2025 to 2026. The new view will stop the practice of shouting at the larger public audience and focus on a more intimate method of communicating with the smaller group of individuals who truly matter to an organization or business. Today’s visibility will be focused not on volume but on value. If a brand relies upon one monthly press release distribution service to communicate with the masses, that brand is kicking the can down the road for what its reputation will be down the road. Organizations and businesses need to look at how the world is viewing them.
