Why Press Releases Still Matter — and How to Use Them Effectively

Press releases may not be the main way to share company news today, but they’re still a powerful marketing and PR tool. When used right, a press release can help you promote events, share exciting updates, and spark conversations about your brand. It’s a proven way to reach your audience, build credibility, and generate buzz — which is why every business should include press releases in their PR strategy.

A well-crafted press release puts your company in the spotlight and gets people talking. On the other hand, a poorly timed or badly written release can hurt your brand and waste valuable resources.

To get the most out of your press releases, you need to plan, write, and distribute them the right way. Below, we’ll explain when to write a press release, what to include, and how to maximize its impact.

When Should You Write a Press Release?

Not every company update deserves a press release — but many do. Here are the most common (and effective) reasons to send one:

• Product or service updates: Let customers know about improvements, bug fixes, or exciting new features. Big brands like Apple announce even small updates to keep customers engaged.

• New competitive edge: If you’ve developed something unique that sets you apart in your industry, showcase it in a press release.

• Major company developments: Announce expansions, milestones, or changes that show your business is growing and evolving.

• Notable hires: Bringing on top talent or industry leaders signals strength and vision — and attracts attention.

• Changes to products or services: If you’re overhauling or improving your offerings, let people know you’re staying ahead of the curve.

• Charity, donations, or social impact: Customers appreciate companies that give back. Highlight your initiatives to boost your image and inspire goodwill.

• New partnerships: Teaming up with another business or organization? A press release helps you both reach wider audiences.

• Clarifying information: Sometimes, you need to set the record straight or provide official information. A press release is a good way to make it public and searchable.

What Makes a Great Press Release?

To get noticed, your press release needs to be newsworthy, clear, and easy to read. Here are some tips:

• Write a strong headline: Most people only read the headline — so make it clear, compelling, and accurate. Avoid clickbait.

• Include credible quotes: Statements from company leaders or industry experts add authority and a human touch.

• Keep it simple: Avoid jargon and explain technical terms in plain language.

• Be concise: Ideally, a press release should be no longer than one page. Stick to the key points.

• Use visuals: Images, videos, and infographics make your story more engaging and help readers digest information faster.

• Add links: Include links to your website, landing pages, or resources to drive traffic and improve SEO.

• Write a media pitch: When sending to journalists, include a short, personalized pitch that explains why the story matters to their audience.

How to Get the Most Out of Your Press Release

Writing a good press release is just the start. Here’s how to make sure it gets seen and shared:

• Plan ahead: Give yourself time to draft, get approvals, and pitch the release before it goes live.

• Make sure it’s newsworthy: Only publish press releases that offer real value or interest. If it’s not significant enough, consider posting it as a blog update instead.

• Point pitch first: Pitch your story to key journalists before publishing it on the wire — they’re more likely to pick it up if it’s exclusive.

• Target the right editors: Build a list of journalists who cover your industry or topic. Personalize your outreach for better results.

Final Thoughts

When done right, press releases are still one of the best ways to share important news, boost your brand, and connect with your audience. By focusing on relevance, clarity, and strategy, you can turn every press release into a powerful tool for growing your business.