Which is more effective?
Despite the revolutionary changes brought about by the digital media in PR communications, how PR communications can be optimized across different platforms has not been completely mapped. In response to this evident research gap, therefore, this study examined the contextual factors that interact to influence the perceived credibility of press releases. We devised a scenario-based experiment involving 461 subjects recruited from Abakaliki to test our research questions. Our findings show the main and interaction effects of PR channel and age of PR audiences on the credibility of press releases. Based on the findings, we recommend that organizations and practitioners targeting different age groups with PR communications especially press releases must put message platform into consideration. Specifically, we admonish PR experts to disseminate press releases targeted at young people through social media platforms such as Facebook and those targeted at older adults through conventional media channels like radio.