When announcements stop working
By Hezron Ochiel
Not too long ago, a leading company launched a multimillion-dollar project, but without inviting the media. Hours later, they dispatched a press release to over 20 newsrooms. The next morning, not a single headline mentioned it.
This scene plays out in many institutions. For years, the press release has been the primary means of communication between organizations and the media. It carried authority, structure, and facts. But in today’s world of endless information, it frequently lands flat.
The truth is that the press release has not vanished; instead, it has simply lost its power to persuade on its own. The world has changed, audiences have changed, and so must our approach.
Why the traditional press release is losing grip
When I worked in a newsroom years ago, a good press release could become a story within minutes. Some reporters depended on them as their primary source of news. But that beat no longer holds.
Here’s why.
1. Newsrooms are shrinking
Journalists today are stretched to the limit as fewer reporters are expected to cover more stories with tighter deadlines. In 2025, the Reuters Institute reported that more than half of global journalists handle over five beats. To ease the burden, reporters now favor stories that already feel alive; press releases requiring heavy editing rarely catch their attention.
2. The audience has moved
Driven by technology and changing lifestyles, today’s audiences increasingly turn to digital platforms, short videos, and social media updates instead of traditional news formats, transforming how information is consumed and shared. A 2024 Pew study found that just over half of U.S. adults (54%) report getting news from social media at least sometimes. If your press release ends up in an inbox, your audience may never see it.
3. The attention economy rewards emotion
Press releases speak in facts while stories speak in feelings. When a brand’s message triggers curiosity or empathy, it travels farther. Emotional hooks make content shareable.
4. Internal approvals slow everything down
I once worked for a local company that spent several days approving a release about a product launch. By the time it was published, the news had already gone viral on social media. What the institution needed was a human story shared in real time.
When communication relies on speed, authenticity, and emotion, a traditional release often feels too slow and stilted.
What the modern audience really wants
Modern audiences crave connection. They want to see themselves in your message. They care less about what you do and more about why it matters.
Think about your own habits. When was the last time you opened a press release just to read it? Yet you’ll likely watch a short video about a nurse saving a child or a young innovator changing lives in a village. That is storytelling.
Storytelling draws readers in before facts appear. It begins with a face, a feeling, or a relatable moment. The best communicators understand that people respond more easily to individuals than to institutions.
When the old meets the new
Let’s compare two ways of sharing the same message.
Old way:
“ABC College launched a new digital lab to enhance e-learning and student innovation.”
Storytelling way:
“When Faith lost her assignment because her old laptop froze, she almost gave up. Today, ABC College’s new digital lab allows her to save her work automatically and continue coding with confidence.”
Both statements are accurate. The second one feels real as it connects emotion to information. That is the new PR in action.
Globally, companies are embracing this shift. Coca-Cola replaced most of its press releases with online storytelling through Coca-Cola Journey, a digital magazine that highlights the people behind their campaigns. Locally, Safaricom Kenya uses impact stories to communicate projects instead of plain bulletins. These examples show that stories outlive statistics.
What the data shows
The numbers back this up.
A 2025 survey by PRWeek found that 88 percent of communication leaders view storytelling as the most important skill in modern PR.
Campaigns that feature personal stories record 40 percent higher media pickup compared to plain announcements, according to PRLab.
Brands that use storytelling on digital platforms achieve up to three times more engagement than those relying on one-way communication.
These figures reveal that audiences are drawn to connection and authenticity rather than formality.
How to turn announcements into stories
Here are steps you can use to transform your next press release into a story that travels.
1. Begin with the person before introducing the product
Find one individual whose experience represents your message. If it’s a health program, feature a nurse or a patient. If it’s a new course, highlight a student whose life has been changed.
2. Write for readers before thinking about editors
Journalists recognize marketing language instantly. Replace formal introductions with stories that show real impact through people and moments.
3. Use clear, short quotes
Long corporate quotes lose readers quickly. Keep them short, human, and purposeful.
4. Add visuals
Photos, infographics, and short clips increase attention and make a story easier to digest. Research by HubSpot shows that posts with visuals attract 94 percent more views.
5. Treat the press release as a reference point
A release should serve as the factual anchor of your story. Let the narrative convey the emotion, while the release presents the facts. Pair it with social posts, blogs, and short videos.
6. Move fast and stay credible
Speed matters, and so does accuracy. Build quick sign-off systems and ready-to-use templates to ensure you don’t lose time or trust.
Building a story-first culture
Many institutions still equate communication with distribution. They count success by the number of releases sent or mentions received. But today, the measure of success is depth and resonance.
A story-first culture relies on curiosity, empathy, and evidence.
- Curiosity keeps you asking who is affected, why it matters, and what emotion sits beneath the data.
- Empathy helps you write as if you’re speaking to one listener instead of a crowd.
- Evidence gives your story weight. Track readership, engagement, and sentiment rather than raw mentions.
This mindset transforms the communication office from an information desk into a dynamic storytelling hub.
Real Examples of storytelling in action
1. The KMTC Facebook experience
At Kenya Medical Training College, posts that show student life, graduation stories, and community outreach consistently outperform announcements. A 2024 communication audit found that social media is now the top preferred source of updates among stakeholders.
2. Airbnb
When Airbnb faced criticism during the pandemic, the company spotlighted stories of hosts and guests helping each other. These stories rebuilt trust much faster than official statements.
3. Amref Health Africa
Amref’s Stories of Impact feature individuals whose lives changed through its programs. These pieces inspired partnerships and funding because they proved results through people.
Each example reinforces a single idea: storytelling is a deliberate communication strategy that strengthens credibility and trust.
What experts are saying
Leading communication thinkers continue to affirm this shift.
- Richard Edelman, CEO of Edelman PR, remarked during the 2024 Trust Barometer launch that people now trust relatable voices over institutions.
- Ann Wylie, a seasoned communication trainer, noted that journalists often ignore generic releases because they fail to answer the question, “Why should I care?”
- Casey Weldon, writing for PR Daily, explained that data-driven storytelling combines emotion and proof, thereby building credibility.
These perspectives show that modern PR thrives on empathy, creativity, and clarity.
What this means for African communicators
In Africa, the change is even more urgent. Many local newsrooms operate with small teams and limited resources. They rely on pre-written stories. A compelling human story gives them both substance and heart.
African audiences also love stories of resilience and progress. A hospital introducing a new wing can highlight a patient whose care will improve. A university launching a new program can feature a student whose ambition inspired it.
Storytelling restores dignity, showcases humanity, and brings purpose to institutional messages. It gives organizations a voice that feels alive.
A framework for modern press communication
To make this approach practical, use this framework for your next campaign:
1. Narrative pitch – Begin with a short human story that reflects the broader impact.
2. Mini-release – Keep it under 400 words with one quote and verified facts.
3. Media kit – Include photos, data sheets, and a short video clip.
4. Personal outreach – Target journalists who are likely to care about your story.
5. Social version – Repackage it for Facebook, LinkedIn, and other digital platforms.
6. Tracking – Measure reach, engagement, and audience reactions.
This approach keeps the professionalism of a release while adding the warmth of a story.
Why storytelling wins
Stories activate both logic and emotion. Harvard Business Review found that narratives are twenty-two times more memorable than facts alone. People forget data, but they remember feelings.
Stories evoke emotion, emotion shapes memory, memory builds trust, and trust sustains reputation.
In a digital age where everyone can publish, the distinction between noise and influence lies in the meaning conveyed. Storytelling gives brands meaning.
Final thoughts
The press release served its purpose for decades. It gave communication structure and credibility. That purpose remains, but its role has evolved.
Today’s communicator blends journalistic discipline with emotional intelligence. They craft messages that sound human, look alive, and feel authentic.
Write for people first, letting every story reveal purpose while using press releases as anchors that support authentic communication.
When people connect with your message, they remember your mission because a well-told story invites, inspires, and endures, transforming information into emotion and emotion into lasting impact.
The future belongs to communicators who can evoke emotions in others.
The writer is a Strategic Communications Expert, a best-selling author, and the Founder of Hezron Insights.