
Are Newsletters The New Press Releases?
If you’re reading this newsletter, chances are you’re into the most 2022 way to consume editorial content. |
Everyone’s at it now, aren’t they? While newsletter start-ups such as Substack and Revue are growing rapidly, brands left, right and centre are also revealing new newsletter projects. Same goes for celebs, naturally, with Dua Lipa being the latest (her arts and culture newsletter Service95 launched last week). Like a blog without the trolls, or a social-media platform without algorithms to fight before reaching an audience, it’s an ever-appealing medium for storytelling. Are newsletters a smart way for PRs to communicate with press, too? Possibly. I instantly subscribed to The Tape Agency’s mailers when they sent out an inaugural teaser of their monthly ‘love letter’ to press recently. Packed with feel-good fodder (the ‘best biscuit launches of 2022’ was a highlight), the newsletter tastefully plugged the brands they represent and their own podcast network. I’ll still expect traditional press releases from the lifestyle PR agency, but I imagine the newsletter will prove a refreshing interlude and elicit just as many ideas. No doubt more PRs are exploring the idea of corresponding with the media in new ways like this. I don’t expect them to all be exciting. But I bet they’ll be interesting. |

What Bridget Thinks… “On the subject of alternatives to press releases, I liked this first in a series of ‘This or That’ emails from haircare brand Virtue. Knowing that we beauty editors can’t try everything ourselves, it helps to provide us with insights into products in other ways – like this comparative explainer that’s pleasingly designed.” |