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According to research, 63% of global respondents claim press releases are the best way of communicating news. Additionally, 44% of journalists agree that they trust press releases the most. They go on to add that press releases are their most trustworthy source when it comes to brand-related information. So, what is a press release?
What Is a Press Release?
A press release is an official written statement issued to members of the news media to announce something newsworthy about your company, organization, or event. Also known as a media release or news release, it serves as a primary source of information that journalists use to create stories for newspapers, magazines, websites, and broadcast media.
Press releases serve multiple purposes beyond traditional media outreach: they boost SEO through high-quality backlinks, control your brand narrative, generate website traffic, and establish thought leadership in your industry.
Why Press Releases Are Important and Matter More Than Ever in 2025-2026
Despite the rise of social media and direct digital marketing, press releases remain one of the most effective tools for:
- Building credibility through third-party media validation
- Improving search rankings via authoritative backlinks
- Reaching broader audiences through media amplification
- Managing reputation during both positive and challenging times
Press releases:
Let the Media Know About Your Company News
The main reason to issue a press release is to tell journalists and members of the media about your latest company news. By doing this, you’re giving them free material that they can use in an article or on their website. That’ll help get your story out there, increase awareness for your brand, and boost traffic for your website.
Gain Publicity for Your Business
Publicity is another key benefit of issuing a press release. The more people who are aware of what you have been up to lately, the more search traffic you’ll receive from Google and other search engines. Additionally, when someone searches online for news related to your industry, it’s good to have your company name in the mix.
Increase Web Traffic and Search Engine Rankings
Issuing a press release can help increase web traffic and improve your search engine rankings. This is because the publicity you gain from issuing a press release will lead to curiosity or interest in your business brand. Hence more people will visit your website.
When you gain more organic traffic, it tells Google and other search engines that your site is valuable and should rank higher in the search results. Even better, a well-executed press release can also help generate leads and sales for your business.
With so much traffic, more and more people will find your products and services, and you’ll have a high chance of converting some of them. If you include a call to action, such as a free trial or discount in your release, you can increase the chances of someone taking you up on your offer.
Showcase Your Company as an Industry Leader
When you issue a press release, it gives you an opportunity to showcase your company as an industry leader. This is because you are putting yourself out there as an expert on the topic at hand. And when journalists and bloggers see that you are knowledgeable about the topic, they’ll be more likely to reach out to you for further insights.
Press releases are a great way to establish your company’s authority in its niche. In other words, it lets people know that you are an expert in the field and that they should turn to you for help if they have any problems or questions related to what you do. If you issue information many people don’t yet know, they’ll undoubtedly appreciate being informed by an expert.
Gain Recognition for Your Company
Issuing a press release can also help you gain recognition for yourself, your business, and your brand. When journalists and bloggers publish articles about you, chances are they’ll mention who you are and what your brand is about.
This means that once the news is published in many publications, it’ll get in front of more eyes, and more people will know about your business. With a strategic press release distribution to the right journalists, news outlets, bloggers, and influencers, your brand will undoubtedly gain recognition.
Strengthen Relationships With Journalists and Media Outlets
Another benefit of issuing a press release is that it strengthens relationships with members of the media. You show trust when you let them know when something important has happened with your business.
If one journalist writes about something you have done and links back to your press release, other journalists may also link to it. As a result, you’ll get more exposure for your company as well as more backlinks, which are beneficial for your website’s SEO.
Keep Your Followers Up-To-Date on Your Company’s Latest News
Press releases can help keep your followers up-to-date on your company’s latest news. This is especially beneficial if you have a blog or social media accounts where you regularly post updates about your business. By issuing a press release, you can share all of the critical details in one place, which will make it easier for your followers to stay informed.
Key Elements of an Effective Press Release
Every successful press release includes these critical components:
1. Compelling Headline
Your headline should grab attention while clearly stating your news. Keep it under 65 characters for optimal display in search engines.
Example: “TechStartup Raises $2M Series A to Revolutionize Remote Team Collaboration”
2. Dateline and Location
Include the release date and originating city to establish timeliness and geographic relevance.
3. Lead Paragraph (The 5 W’s)
Answer who, what, when, where, and why in your opening paragraph. This ensures journalists get the essential information immediately.
4. Body Paragraphs
Provide supporting details, statistics, quotes from key stakeholders, and background information in order of importance.
5. Company Boilerplate
Include a brief “About” section describing your company’s mission, achievements, and key facts.
6. Media Contact Information
Provide clear contact details for follow-up questions and interviews.
Types of Press Releases (Follow the Headline Links to See Examples)
Product Launch Press Releases
Announce new products or services with details about features, benefits, and availability.
Company Milestone Press Release
Share significant achievements like funding rounds, expansion, awards, or anniversaries.
Leadership Change Press Release
Announce new hires, promotions, or departures in executive positions.
Event Press Release
Promote upcoming events, conferences, or special occasions.
Crisis Communication Press Release
Address challenges, clarify misconceptions, or respond to negative publicity.
Why Your Business Needs Press Releases
Media Coverage and Brand Exposure
Well-crafted press releases can generate earned media coverage worth thousands of dollars in advertising value. When journalists pick up your story, you gain credibility that paid advertising cannot provide.
Search Engine Optimization Benefits
Press releases distributed through reputable news sites create high-quality backlinks to your website, improving your search engine rankings and domain authority.
Crisis Management and Reputation Control
During challenging times, press releases allow you to control the narrative and ensure accurate information reaches your stakeholders first.
Investor and Stakeholder Communication
For publicly traded companies or those seeking investment, press releases provide transparent communication about business developments and financial performance.
Cost-Effective Marketing
Compared to paid advertising, press releases offer exceptional ROI by potentially reaching millions of readers through media amplification.
How to Distribute Your Press Release for Maximum Impact
1. Professional Distribution Services
Services like eReleases distribute your release to thousands of media outlets, journalists, and news websites at a cost-effective rate.
2. Direct Media Outreach
Research and contact journalists who cover your industry directly. Personalized pitches often yield better results than mass distribution.
3. Your Owned Media Channels
Publish the release on your company website, blog, and social media channels to maximize visibility.
4. Industry-Specific Outlets
Target trade publications and specialized media outlets relevant to your sector for more qualified coverage.
Frequently Asked Questions About Press Releases
What makes a press release newsworthy?
Newsworthy press releases announce significant developments like product launches, major partnerships, executive changes, research findings, or company milestones that affect your industry or community.
How long should a press release be?
Most effective press releases are 300-500 words, providing enough detail to tell your story without overwhelming busy journalists.
When should I send a press release?
Tuesday through Thursday, between 10 AM and 2 PM, typically see the highest open rates from journalists.
Do press releases help with SEO?
Yes, press releases can improve SEO through high-quality backlinks from news sites, increased brand mentions, and additional indexed content.
How much does it cost to send a press release?
Press release costs vary significantly based on distribution method. Free options include submitting directly to local media or using free online platforms. Professional distribution services from eReleases start at $399 for national distribution. This investment often pays off through media coverage that would cost thousands in equivalent advertising spend.
What’s the difference between a press release and a news release?
While often used interchangeably, there are subtle differences. A press release is the broader term for official company announcements sent to the media. A news release specifically focuses on reporting factual events that have already occurred or are currently happening. Press releases may include promotional elements and future-focused announcements, while news releases stick strictly to newsworthy facts and events.
Can I write my own press release or should I hire a professional?
You can certainly write your own press release if you understand the format and have strong writing skills. However, professional PR writers bring valuable expertise in crafting compelling narratives, understanding media preferences, and optimizing for maximum pickup. They also have established relationships with journalists and know which outlets are most likely to cover your type of story. For important announcements, the investment in professional writing often yields significantly better results.
How do I know if my press release was successful?
Success metrics for press releases include: media pickups (how many outlets published or referenced your story), website traffic increases following distribution, social media engagement and shares, backlinks generated from news sites, and ultimately, business inquiries or sales attributed to the coverage. Most professional distribution services provide detailed reports showing where your release was published and engagement metrics. Track these KPIs for 2-4 weeks after distribution to measure the full impact.
Ready to Amplify Your Story?
Don’t let your newsworthy developments go unnoticed. Our experienced team can help you craft compelling press releases that get results.
- Free consultation to assess your news value
- Professional writing by experienced PR professionals
- Guaranteed distribution to thousands of media outlets
- Detailed reporting on pickup and engagement