Securing media coverage: Is the press release dead or alive in 2020? Pure Public Relations founder Phoebe Netto. Source: supplied. Should you write press releases for your business? It’s a question that plagues many a small business owner, especially when you’re just starting out or doing your own public relations. The PR industry itself is generally divided into two camps: those who believe the press release is dead, and those who still love it. As with many things in life, the reality is more likely somewhere in the middle. Media releases can be incredibly useful for small businesses, but if you don’t have a newsworthy story to tell, you might as well go back to the drawing board. Even if you do have a newsworthy story up your sleeves, there are still many hoops you’ll need to jump through to get your press release published.