Is the press release dead? Should it be?

Diane Schwartz, group publisher of PR News, believes the press release is alive and well. “I think it’s misunderstood,” she says. “It’s an easy punching bag, an easy target.”

Schwartz and Mark Ragan, CEO of Ragan Communications, discuss why the press release doesn’t deserve to die just yet, and how it should adapt to better attract attention—PR’s ultimate goal.