Is the classic media release dead?
Some big tech journalists (for example Mike Butcher of TechCrunch) are ranting about the classic media release and proclaim it to be dead. Instead, they request to receive the info in very specific ways (do this/don't do that), and while we can do that for a few journalists – it is not scalable for PR teams as we can't write dozens or hundreds of individual story pitches for every single PR outreach. Opinions? I'm interested in hearing how others approach the media with a news update (if you're not sending out a classic press release)?