From Press Releases to Pop-Ups: Why Brands Must Own Their Story

Remember when getting coverage meant sending out press releases and crossing your fingers that a journalist would bite? Those days feel like ancient history now.

The old way: pitch, wait, and hope, doesn't cut it anymore. Newsrooms are shrinking, competition for coverage is fierce, and here's the kicker: your audience isn't even looking to traditional media first. They're going straight to your channels for the real story.

Smart brands have figured this out. They're not sitting around waiting for permission to tell their story anymore.

Taking Back Control

Here's what's happening: PR teams are shifting their energy toward the platforms they actually own. Their blogs, podcasts, newsletters, social channels—that's where the real action is happening now.

Why? Because when you control the platform, you control the message. No more getting your quotes taken out of context or waiting three months for a feature to run. You can move fast, speak authentically, and pivot when you need to.

The numbers back this up, too. Digital PR has jumped 34% globally since 2020, and brands are pouring more resources into the stories they can tell themselves.

The Power of Getting Real

Here's what resonates now: real talk over corporate speak. When leaders get honest about their vision, their mistakes, their journey, that's what cuts through all the noise. People can sense authenticity from a mile away, and in a world where trust is everything, being genuine isn't risky. It's essential.

Beyond the Screen

But owning your narrative isn't just about going digital. Some of the best storytelling is happening in real life, through experiences that people can touch and feel.

Take Poppi, the soda brand that’s been everywhere lately. Instead of relying only on influencer collaborations all the time, they’ve leaned into experiential marketing—like their colorful pop-up shops and sampling activations that let people taste the product, snap fun content, and share the experience themselves. It wasn’t polished perfection; it was playful, unexpected, and it gave everyday consumers a chance to feel like part of the brand story.

That's the sweet spot: when your audience doesn't just hear your story, they become part of it. And when that happens? They become your best storytellers.

What This Means for You

If you're still banking on press releases to define your brand, you're already behind. The future belongs to brands that take ownership of their story and get creative about how they share it.

Here's how to start:

Build your own stage. Launch that podcast you've been thinking about. Start the newsletter. Create content that becomes the go-to resource in your space.

Let your leaders lead. Encourage your founders and executives to show up authentically on social. No more playing it safe with bland corporate messaging.

Create experiences worth talking about. Whether it's virtual or physical, give people something memorable to be part of. Make them the hero of your story, not just the audience.

Our Take

At Fifth & Cor, we've always believed the best stories aren't told about brands—they're told by them. We help companies ditch the outdated playbook and create integrated storytelling strategies that actually work. Think owned platforms, bold leadership voices, and experiences people genuinely want to share.

Because here's the thing: in 2025, owning your story isn't just smart PR anymore. It's how you survive.