We’ve got news for you: print media isn’t dead, and neither is the press release. Just as the media has evolved, so too has the way the industry uses the press release.
In fact, despite flooded email inboxes and an oversaturated digital landscape, 72% of journalists still want to receive press releases from public relations specialists, according to Cision’s 2025 State of the Media Report.
How has the press release strategy changed? No one wants to read a block of indigestible corporate text that feels evergreen; it could come from anyone, anywhere, at any time and it’s a quick way to get deleted (and blocked) — especially if it’s going to a catch-all media list with absolutely no target audience in mind.
If you have a clear message for a specific set of journalists and their readers, a thoughtful press release and corresponding press release strategy could be just the ticket to making a meaningful SEO splash and building brand credibility.
The world is grappling with what’s real and what isn’t, what’s fake news and what’s actually trending. A press release serves as a verified anchor to reality for businesses and brands around the world. It’s crucial that the messaging be authentic and have a clear purpose.
Go back to the basics with the 5 W’s: providing reporters with the who, what, when, where, and why. A thoughtful mix of facts, quotes and data baked into a concise press release gives the media what they need to move forward with a story.
Don’t let the AI bots fool you, humans still have a voice. Graphite, an AI search agency, reported that “human content remains dominant in high-quality search results, with 86% of Google-indexed content being human-written."
The modern-day press release shouldn’t be a wall of text; it should be a compelling narrative that outlines key information and details for reporters to easily digest. When used (and written) most effectively, a press release should set a strong foundation for storytelling.
Who is this business and what news do they have to share? It should be clear from the first few sentences of the press release why someone should care to keep reading. Deeper into the text should reveal greater detail that shapes an even stronger story.
There’s more to a public relations agency than simply “writing a press release” and there’s more to a press release than hitting “blast” on a singular news item to a large media list. Press releases and progressive approaches to media relations in general are commonly misunderstood, and it’s likely due to the fact that they’ve changed so much over the last decade to be more targeted and meaningful.
For businesses looking to share their story, but don’t know where to start, engaging a public relations specialist and understanding how press releases can be used to generate credibility is step one.
Gone are the days for mass email blasts, distributing press releases to hundreds of reporters, regardless of beat or target audience (or at least, they very well should be). Businesses are not a “one-size-fits-all” and neither are the press releases they’re putting out.
Carefully curated press releases require a thoughtful public relations strategy and media distribution list. You wouldn’t send an event invite to the wrong guest, so why bombard the wrong reporter with an irrelevant release?
Enter: micro targeting. To build credibility and long-term reporter relationships, press releases should only be distributed to those reporters who are relevant to the message or news item at hand. If their readers won’t care about the information you’re distributing, neither will they.
Today, press releases are used for even more than just humans to receive in an email or read in an article. Press releases leave a long-standing mark on a brand’s SEO presence and serve as strategic fuel for SEO-driven algorithms — a component that modern businesses looking to scale simply can’t ignore.
Three platforms; Google, AI Models, and Instagram, determine whether a brand or product is seen as discoverable, credible, and engaging. An SEO-optimized press release ensures that when your brand is searched, your latest news item is front and center on Google. This content strategy far outlasts the noise of fast-paced social media, making it an invaluable resource when it comes to building or expanding a business.
Today, press releases are used for even more than just humans to receive in an email or read in an article. Press releases leave a long-standing mark on a brand’s SEO presence and serve as strategic fuel for SEO-driven algorithms — a component that modern businesses looking to scale simply can’t ignore.
Three platforms; Google, AI Models, and Instagram, determine whether a brand or product is seen as discoverable, credible, and engaging. An SEO-optimized press release ensures that when your brand is searched, your latest news item is front and center on Google. This content strategy far outlasts the noise of fast-paced social media, making it an invaluable resource when it comes to building or expanding a business.
Today, press releases are used for even more than just humans to receive in an email or read in an article. Press releases leave a long-standing mark on a brand’s SEO presence and serve as strategic fuel for SEO-driven algorithms — a component that modern businesses looking to scale simply can’t ignore.
Three platforms; Google, AI Models, and Instagram, determine whether a brand or product is seen as discoverable, credible, and engaging. An SEO-optimized press release ensures that when your brand is searched, your latest news item is front and center on Google. This content strategy far outlasts the noise of fast-paced social media, making it an invaluable resource when it comes to building or expanding a business.
Well-written, SEO-optimized, and properly-distributed press releases present immediate opportunities for visibility, engagement and third-party validation.
If you’ve got a gut feeling that your business has something to say and a press release is the right medium for it, you’re probably right. Let’s talk about what you’ve got to work with and what our team can do to elevate your voice!
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