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A recent poll of corporate communicators conducted by Ragan Communications and PollStream found 49 percent of the poll’s 401 respondents believe press releases are “as useful as ever.” Another 33 percent said they’re a necessary evil that won’t go away soon, in part because of SEC notification rules. An overwhelming 64 percent said they target their press releases most often to print outlets, and 23 percent listed online news and financial sites as well.

Horwell thinks about the audience and how useful the information is before sending press releases on behalf of her clients.

Of the respondents, one communicator echoed Horwell and said simply, “Sometimes you only need two sentences (a tweet) to tell a story.”