Last week, Faye Iosotaluno, the CEO of Tinder, announced her departure from the company after eight years. Notably, there was no press release issued—a common practice for significant executive transitions and something that Tinder itself has previously opted to do with other moves. 

In a break from tradition, Iosotaluno opted to share her news on LinkedIn. Despite this unconventional approach, her announcement garnered widespread attention, with coverage from major outlets such as Bloomberg and the New York Post.

“It’s difficult to put into words what this journey has meant to me. From driving growth and strategy across the portfolio through expansion, acquisitions, and new partnerships, to mentoring incredible talent along the way, I’ve had the privilege of helping shape how tens of millions of people find meaningful connections,” she expressed in a heartfelt message on LinkedIn, a tone rarely seen in formal press releases.

As social media platforms like LinkedIn and Instagram continue to connect us, brands are clearly adapting their communication strategies to fit the changing demands of consumers. In fact, industry experts PRovoke Media spoke to argued that social media platforms such as LinkedIn are no longer just amplifiers of corporate messaging, rather they are the message.

"They offer immediacy, authenticity, and a direct line to both internal and external stakeholders," explained Sunny Johar, managing director SEA and group head, digital strategy, at KRDS.

"When a CEO announces a departure on LinkedIn, it humanises the moment and controls the narrative before it’s filtered through media lenses. Traditional press releases tend to be formal and reactive while LinkedIn posts can be proactive, personal, and profoundly more engaging. In a world driven by transparency and connection, social media often wins on relevance and reach," she added. 

Adding to her point, Lars Voedisch, group CEO of PRecious Communications noted that LinkedIn is no longer just a networking site; it’s the front page for modern executive communications. It gives leaders direct control and delivers messages with authenticity. "Iosotaluno's post was a strong example. It was personal, precise, and picked up by top-tier outlets like TechCrunch, Wall Street Journal, and Bloomberg. A well-crafted post can outperform a traditional press release when done right. But make no mistake: that wasn’t off-the-cuff. It was PR - just evolved, strategic, and sharpened for today’s platforms," he said. 

Is The Press Release Dead?

 

Saying that, communicators still believe that the press release still has a role. However, it is not longer the default tool for every announcement.

"Press releases were originally meant to break big news and give reporters a clear starting point. They are still essential for official records, regulatory announcements, major financial news, and legal matters. However, they risk obsolescence if treated as a generic, one-size-fits-all solution without considering platform-specific tailoring or digital integration," advised Voedisch. 

He added that when it comes to leadership changes or brand storytelling, audiences want more voice and clarity and that social platforms allow for that direct connection. "The challenge now is to use the press release where it adds value and not as a crutch when a more human or strategic approach would resonate better," he said.

Voedisch went on to say that communicators should start with the story, then shape it for each platform. "A LinkedIn post, a media pitch, and a formal release can all carry the same message, but each should be tailored to its audience. Consistency is not about repeating the same words. It is about delivering a unified narrative with the right tone, timing, and intent. Every post should be written knowing it could become tomorrow’s headline," he said, adding that this means tailoring content to audience expectations.

"Best practices include: establishing clear brand guidelines; utilizing content calendars for strategic planning; and ensuring every post is crafted with the understanding that it represents the brand publicly and permanently. This disciplined approach prevents fragmentation and ensures brand integrity," he said.   

"The press release isn’t dead, but it’s no longer the lead instrument. It’s the supporting note," added Johar. "Traditional releases still serve a purpose for regulatory disclosures, crisis mitigation, and detailed fact sheets where legal accuracy matters. They remain vital for investor relations and archival reference."

"However, for leadership changes, brand milestones, or cultural updates, social platforms often offer better context, tone, and agility. Press releases will fade in dominance if they can’t evolve beyond static corporate jargon. To stay relevant, they must complement the social-first narrative rather than compete with it," explained Johar.

She added that the gold standard is a channel-native strategy with a unified core message. That means adapting the tone, format, and content style for each platform, while ensuring all narratives stem from a single source of truth.

Organisations should designate social-savvy leadership voices, use visual identity cues consistently, and anticipate FAQs or backlash with pre-drafted responses. Most importantly, they should treat social media not as a megaphone, but as a dialogue that is professional, timely, and human, she said.   

Mitigating The Risks Of Social Media Announcements

 

Of course, as we all know, making major announcements on social media can be risky. For instance, social media audiences can misinterpret tone or take things out of context. This can lead to backlash that spreads quickly, particularly if the announcement from an individual doesn't fully align with the brand's values or messaging. 

Another risk lies in the lack of structure that social media posts often have. Unlike press releases, which are typically clear, detailed, and comprehensive, social content can miss out on important facts or leave room for ambiguity, according to Danielle Chow, country lead, Singapore, Mad Hat Asia.

Lastly, security remains a major issue. Social media accounts can be vulnerable to breaches or impersonation, which can lead to the spread of false or damaging information.

"To mitigate these factors, social posts do need to align with the broader corporate messaging and comms strategy. Crisis planning should be in place with the response team ready for backlash scenarios," said Chow.

"I would highly suggest having both a press release and social post for major announcements as one provides the details and information while the other provides greater context, narrative and a chance to engage directly with audiences," she added. 

Chow also suggested that organisations should develop a clear tone-of-voice guide that is adapted to each platform. For example, Instagram tends to be more visual, while LinkedIn leans toward a conversational and professional tone. 

"Executives and other key spokespeople should also undergo media training to ensure that both the message and tone are appropriate and consistent. It is also important to have cross-functional alignment, with teams such as communications, legal, HR, and leadership working together before any major announcement is made," she said. 

Lastly, the timing of announcements should be carefully planned, either staggered or synchronised across channels, to ensure clarity and maximise impact, she said.

Agreeing with her, Shouvik Prasanna Mukherjee, EVP global creative innovation and chief creative officer, APAC, Golin advised brands to think of communication channels as instruments in an orchestra—each plays a distinct role in creating the full symphony of your message.

"Social media has become the jazz section: improvised, immediate, and intimate. When executives post on LinkedIn, they're not just making announcements—they're opening their boardroom doors," he explained. "It's storytelling with a human face, where C-suite voices can cut through corporate speak and connect authentically with their networks. LinkedIn News amplifies this further, offering the credibility of curated journalism within a platform designed for professional dialogue."

Traditional media, he went on, remains the classical foundation: structured, substantive, and scrutinised. Respected outlets don't just report your news—they contextualise it, challenge it, and legitimise it through rigorous editorial processes. They're your gateway to stakeholders who demand depth over immediacy.

"But here's where it gets interesting: AI is rewriting the rules entirely. Search algorithms and GenAI platforms are becoming the new gatekeepers of information discovery. Content trapped behind paywalls or restricted social handles risks invisibility in this AI-first world, while accessible, well-structured announcements on open media sites or corporate newsrooms feed directly into the systems shaping tomorrow's search results," said Mukherjee.

He added that the most sophisticated communications strategies aren't choosing between channels—they're orchestrating them. "Each platform becomes a strategic touchpoint designed to reach specific audiences with tailored messaging while maintaining narrative consistency. The future belongs to companies that master this multi-channel choreography," he said.  

It is also important to note that social media's greatest strength is also its greatest vulnerability: the conversation doesn't end when you hit publish. Every announcement becomes a live performance where your audience holds the microphone. Positive engagement amplifies your message exponentially, but negative reactions can spiral into reputation crises within hours. It's the difference between conducting a symphony and trying to tame a flash mob, said Mukherjee.

"Smart companies approach social announcements like master chess players—thinking three moves ahead. They don't just craft the message; they anticipate the response, prepare for pushback, and have engagement strategies ready before the first comment appears," he said.

"The winning formula combines consistency with adaptability. Your core message remains unchanged, but your delivery shifts like a skilled translator— professional and detailed for LinkedIn executives, conversational and visual for broader social platforms, always authentic but appropriately calibrated."

As a result, Mukherjee suggests that the most powerful approach is making your audience co-authors of your story. When you invite engagement rather than simply broadcasting, you transform passive recipients into active advocates. But this requires courage, clarity of purpose, and lightning-fast response capabilities.

"In today's communication landscape, silence isn't golden—it's dangerous. The companies thriving in social spaces aren't those avoiding risk, but those managing it with strategic precision and genuine engagement," he said.