The Most Outdated Habits in Corporate Communications And What to Do Instead
Despite a rapidly evolving media landscape, many corporate communications teams still cling to habits that no longer serve their purpose—or their audience. CommPRO asked leading communicators across the industry a simple but provocative question: What is the most outdated habit in corporate communications today? Their responses paint a clear picture: the future belongs to communicators who are agile, audience-first, and fluent in modern storytelling.
The Press Release Isn’t Dead—But It’s Far From Enough
“News releases…” sighed Larry Weber, Founder and Chairman of Racepoint Global, capturing what many others echoed: the press release is no longer the linchpin of a communications strategy. Jo Trizila, CEO of TrizCom Public Relations, added, “Relying solely on a press release feels a bit like sending a message in a bottle—slow, hopeful, but wildly unpredictable.” Today’s landscape demands a layered approach: “Earned media may be what gives you credibility, but shared media is often what gives you reach.”
Media Relations ≠ Corporate Communications
According to Gabrielle Zucker, Global Chief Client Officer at HUNTER, one of the most outdated habits is “viewing corporate communications through a narrow, linear lens—often confined to a single channel or overly focused on traditional media relations.” Zucker advocates for an integrated model that spans platforms and stakeholders, transforming employees into advocates and aligning message, channel, spokesperson, and measurement.
“Top-Tier” Obsession Is a Relic
The team at Stanton Communications (CEO Peter V. Stanton, President Lori Russo, and SVP Emily Wenstrom) called out the outdated belief that placement in legacy outlets like The New York Times is always the ultimate win. “We are more inclined to call the major mass media outlets ‘legacy media,’” they explained, noting that specialty and emerging media often offer more relevant engagement. “Syndicated releases to maximize coverage counts? Their impact is de minimis at best,” they added.
Relationship Building Over Rolodex Maintenance
In today’s newsroom reality, where reporters are frequently reassigned or laid off, Stanton’s team emphasized that “skill in building relationships and shaping a story for impact” far outweighs simply knowing the right names. Peter Himler, Founding Principal of Flatiron Communications, also highlighted an overused and hollow email opener: “I hope all is well.” He summed it up with one word: “Groan.”
Measure Impact, Not Volume
Carreen Winters, President of Reputation at MikeWorldWide, was clear: “Impressions are not outcomes—and they certainly aren’t impact.” She stressed the need to shift “from volume to value,” using data to link communications directly to business results and stakeholder engagement.
Don’t Just Look Back—Look Ahead
Winters also labeled the daily media wrap-up as obsolete: “It offers a rearview mirror, when what we really need is radar.” She pushed for predictive, real-time insights that serve strategy—not just reports for the sake of reporting.
Communicate Like a Human
Natalia Barclay, Senior Director at Crowe PR, warned against over-engineered, lifeless messaging: “Your audience can feel that.” She calls for “strategic authenticity,” where clarity and connection matter more than legalese and perfection. “People don’t need perfection, they need honesty.”
And stop treating the audience as a passive target. “Today’s stakeholders expect dialogue. They want transparency, access, and influence,” said Winters. Communication should be an “engagement ecosystem” with real feedback loops.
Lose the Long Meetings and Dense Memos
Dolores Hirschmann, Founder of Masters in Clarity, said it’s time to trade bloated decks and endless meetings for tools like short Loom videos and visual storytelling. “The shift is about respecting people’s time and attention.”
The consensus is clear: corporate communications needs a hard reset. From embracing integrated storytelling to ditching stale metrics and outdated content formats, today’s communicators must meet audiences where they are—authentically, insightfully, and strategically. The tactics of yesterday won’t win today’s trust.
