The volume and speed of the 24-hour news cycle is a challenge for every organization, brand, and institution. Many communications professionals find it difficult to stay up to date with the headlines, let alone the never-ending news stream.

The press release remains an effective tool to distribute news and start conversations – but simply issuing a release does not mean you have engaged your target audience or successfully communicated your message.

Today’s consumers spend nearly one-third of their day engaging with digital content, and their attention has become a precious commodity. Their search habits and preferences continue to change, as do ways to share with others.