Press Releases Are Back: Optimizing Storytelling for Web, Search, Social, and AI Discovery
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Hi! In recent years, communicators have invested more heavily in owned channels, social, executive voices, and earned media, while the press release started to feel more like an obligatory staple than a strategic asset. Now, as LLMs and answer-based search increasingly rely on authoritative, on-domain information, the release is having a renaissance. It still needs to work for journalists and to satisfy disclosure requirements, but it also has to be discoverable, structured, credible, and useful across search, social, corporate websites, and AI platforms. Most of us know this shift is happening. At our next Digital & Social Media Roundtable event, weβre getting into what we should do differently because of it. Q4 Digital & Social Media Roundtable: Press Releases Are Backπ
Tuesday, October 20th @ 12-1 p.m. ET / 9-10 a.m. PT / 5-6 p.m. BST Featured speakers:π¬ Tom Baker, Co-Founder, Reportable β bringing the perspective of someone rethinking what the modern press release and distribution model can look like, informed by his own corporate comms and IR background in our industry π¬ Jennifer Saragosa, Customer Success Account Manager, Business Wire β bringing a view across companies on how distribution, publishing practices, and expectations for the press release are changing π¬ Eli Schwartz, Author, Product-Led SEO β bringing the technical SEO/GEO perspective on how search engines and AI platforms find, understand, and determine authority π¬ Alex Nicholson, Senior Director, Digital Strategy, AstraZeneca and Alexion + T2B Digital & Social Media Roundtable chair (Moderator) β grounding the conversation in the realities of digital strategy inside a large biopharma organization We'll discuss:
As T2B continues to dig into how AI is changing our day-to-day work, this conversation gets very practical: what happens when one of our oldest communications tools suddenly has a new audience and a new job to do? Hope you can join us! Lynnea P.S. - Our roundtables regularly create educational resources for T2B members. The most recent from the Digital & Social Media Roundtable explores the role of Reddit in biopharma communications. Find it here. |
T2B Monthly
Hi! That's a wrap on Day 1 of our Virtual Biopharma Comms Forum, and now looking forward to Day 2 tomorrow! We covered a lot of ground today focused on the theme Owning the Outcome, but across three very different conversations, we looked for the common threads: >> Start with the outcome before choosing the activity. We kept hearing versions of the same question: What are we actually trying to change? That could mean the business problem a comms strategy needs to help solve, the stakeholder...
Hi! A quick reminder that our 2nd Annual Virtual Biopharma Comms Forum starts tomorrow, October 6th. Over the next two half-days, weβll gather virtually to explore what the expansion of the comms remit means for the profession, and how we as communicators can Own the Outcome (this year's forum theme). Our agenda approaches this from multiple angles: From how the C-suite experiences comms counsel, to the changing boundaries of corporate affairs and measuring what matters to the business. Sign...
Hi! We spend a lot of time in comms planning for what we think is going to happen: building strategies, preparing for milestones, pressure-testing scenarios, and trying to anticipate what could change along the way. And then the plan changes. Or a scenario we didn't anticipate pops up. Sometimes itβs a small adjustment. Other times, a new development changes the people involved, the priorities, the timing, or the decision itself. The job becomes figuring out what still holds, what needs to...