Public relationships has evolved. Issuing press releases makes very little sense unless you're a very large company.
Company-first PR was the company pushing news and updates into the market. That's the old way to do PR.
People-first PR is a company pushing news, updates, and information into the market through the voice of people not the company.
Social networks, communities, original shows, and newsletters are all examples of doing People-first PR.
Just look at some of the facts from Sprout Social.
Brand storytelling is best done through the voice and personalities of actual people.
Voice of customer type programs is another way to think about people-first PR.
Here's a short video I created about this.