Is the press release dead?: No, but it is on life-support. In an age of communication directly with the consumer – be they individuals or companies – feeling the need to go through established media should be lessened. Media are looking for stories that will be of interest to current/new readers/viewers. If you have an effective communications tool that bypasses the gatekeepers (blogs,RSS etc) you don’t need to worry about how many times your press release was picked up.