Well, the media of course. That’s why they are called “press releases.” Wrong. 50% of today’s news releases are now read by the public. At least according to this advertisement for a PR University class on writing and distributing news releases.
Will that percentage decline? No. An important point for communicators today is you are no longer writing just for a reporter. Think about the implications. I saw an ad recently for a writing seminar by PR expert Ann Wylie saying the inverted pyramid style is dead, and the narrative or feature style is now or should be commonplace for press releases. Here’s why–it’s for the public, the general reader, not the professional journalist. The post media world is here to stay–and communication styles and methods have got to change to meet that new reality.