In a world dominated by algorithmic feeds, influencer marketing, short-form video content, and 24/7 digital noise, it might seem odd—anachronistic, even—to champion the humble press release. After all, it’s been declared dead more times than email. Yet here we are in 2025, and the press release not only persists—it remains one of the most misunderstood and undervalued tools in modern communications.
Dismissed by some as outdated or formulaic, the press release is in fact undergoing a quiet evolution. It continues to serve as a foundational piece in the architecture of credible, consistent messaging. More than a mere artifact of traditional PR, the press release has become a vital tool for organizations navigating a media environment where misinformation spreads rapidly and narrative control is fleeting.
So what explains the press release’s endurance in a post-pandemic, AI-enhanced, digitally saturated media ecosystem? Its value lies not in nostalgia, but in what it uniquely offers: clarity, accountability, and a single source of truth.
1. The Press Release as Source of Record
At its core, the press release is a public declaration—a formalized, attributed communication that outlines an organization’s position, actions, or news. In a digital world defined by ambiguity, that clarity matters more than ever.
Journalists, investors, regulators, consumers, and stakeholders alike rely on press releases as official records. Unlike a tweet, which can be deleted or misinterpreted, or a blog post, which can drift into marketing speak, a press release carries a weight of intentionality. It’s vetted, fact-checked, and typically subject to legal or regulatory oversight—especially in sectors like healthcare, finance, and government.
This makes it uniquely valuable in a time when trust in institutions is precarious. According to the 2025 Edelman Trust Barometer, trust in government and media remains volatile. In such an environment, clarity and accountability are not optional—they are competitive advantages. A press release, by providing a timestamped, attributable statement, restores a measure of stability to chaotic discourse.
2. Journalistic Relevance: A Tool, Not a Crutch
One of the loudest critiques of press releases is that journalists don’t read them. That’s not entirely true. Journalists may not rely on press releases in the same way they did two decades ago, but they do read them—as a starting point.
According to a 2024 Muck Rack survey, 61% of journalists said they use press releases to generate story ideas or to source quotes and data. But—and this is key—they expect more than just the basics. Journalists now look for press releases that include context, expert commentary, links to primary sources, and data visualizations. The modern press release isn’t a pitch; it’s a package.
The press release’s role in the media funnel is not to replace reporting, but to support it. In an era of shrinking newsrooms and overworked reporters, a well-crafted press release can save time and improve accuracy. When paired with authenticity, transparency, and useful context, it becomes a journalist’s ally—not a nuisance.
3. SEO, Discoverability, and Long-Tail Value
Another often-overlooked function of the press release in 2025 is its role in search engine optimization (SEO). While the early 2000s saw a glut of keyword-stuffed press releases that gamed the system, today’s digital environment rewards well-written, relevant, and authoritative content.
Press releases published on a company’s newsroom or distributed via wire services contribute to digital discoverability. They often show up in Google News, get indexed in media databases, and serve as source material for Wikipedia citations and AI-generated knowledge panels.
The long-tail impact is real. Months or even years after a press release is published, it can still surface in search results—providing historical context, supporting citations, or informing analysts, academics, and industry watchers.
This lasting visibility reinforces brand authority and ensures that key facts remain accessible in the public domain, long after the initial news cycle has passed.
4. Press Releases vs. Social Media: Complementary, Not Competing
The rise of social media changed the speed and tone of communication, often for the better. But platforms like X (formerly Twitter), Instagram, Threads, and TikTok are built for engagement—not nuance. They encourage brevity, performance, and virality. In contrast, the press release offers depth, structure, and attribution.
Rather than being replaced by social media, the press release now works in tandem with it. A major announcement might drop on LinkedIn for executive visibility, be teased in an Instagram Reel, and supported by a detailed press release housed on a newsroom site. The social media snippets spark attention. The press release anchors the message.
This coordinated strategy is especially vital during a crisis. When something goes wrong—a product recall, a data breach, an executive scandal—press releases serve as the definitive account of what happened, when, and what the organization is doing about it. They provide the scaffolding upon which social updates, media responses, and stakeholder communications are built.
5. AI and the Future of Fact-Driven Messaging
Perhaps the most compelling argument for press releases in 2025 is their utility in the age of AI. Generative AI models (including news bots and language models like myself) increasingly rely on structured, well-sourced, and clearly written information to generate summaries, answer questions, and populate platforms.
A press release—written in a fact-based, structured format—provides AI systems with reliable inputs. This becomes particularly important in sectors like science, medicine, and public policy, where precision and verifiability matter. A polished press release may be used by an AI to inform investors, train chatbots, or brief decision-makers.
As more search engines and digital assistants transition toward AI-first interfaces, the availability of structured, high-quality source material becomes a strategic advantage. The organizations that invest in clear, consistent public documentation will shape tomorrow’s automated narratives.
6. Internal Alignment and Executive Accountability
Beyond external communication, press releases serve a critical internal function: they force organizational alignment. The process of drafting, reviewing, and approving a press release requires multiple stakeholders—legal, communications, executive leadership—to agree on language, facts, and positioning.
This alignment is not merely procedural. It’s strategic. A press release becomes a moment of organizational clarity—what exactly are we saying? What are we not saying? What tone are we striking? That clarity then cascades through internal memos, investor decks, board updates, and customer messaging.
Moreover, executives are more likely to stand behind a message that’s been publicly and formally declared. A vague social post can be disowned or deleted. A signed press release, attributed to a named spokesperson, carries reputational weight. It invites scrutiny, yes—but it also projects seriousness.
7. Rethinking the Format, Not Abandoning the Tool
Of course, not all press releases are created equal. Many deserve the criticism they receive: jargon-heavy, soulless, bloated with buzzwords. The bad press release is very real. But the answer isn’t to abandon the form. It’s to evolve it.
The best press releases in 2025 reflect a new generation of communicators who understand both journalism and brand. They write with narrative flow, not just corporate syntax. They embed multimedia—images, infographics, video clips—to enhance comprehension. They link to data, provide Q&As, and anticipate questions.
And they’re written for multiple audiences: journalists, investors, employees, customers, AI, and the curious public. The press release is no longer a one-size-fits-all PDF attachment. It’s a flexible, living document that lives on a branded platform, integrated with analytics and multimedia.
8. The Global View: Regulatory and Cross-Cultural Utility
Globally, the press release remains a crucial tool for regulatory disclosure. In regions like the EU and Asia-Pacific, companies are often required to issue formal statements to announce changes in leadership, financial results, or M&A activity. Local media and government agencies continue to treat press releases as legally binding communications.
Furthermore, in countries with less robust media freedom, press releases can sometimes offer a more direct way to reach the public. When reporters face censorship or access restrictions, official press releases can still circulate on digital platforms and inform civil society.
This adds another layer of relevance: the press release, when accessible and shareable, becomes a democratizing force—bridging gaps between institutions and the public in environments where independent journalism may be under threat.
Conclusion: The Press Release Is Not Dead—It’s Just Evolving
In 2025, the press release is not a relic. It’s a cornerstone. In a media landscape where speed often overtakes substance, and performance often obscures precision, the press release remains one of the last bastions of structured, accountable communication.
Its value lies not in flashy headlines but in quiet authority. Not in virality, but in verifiability.
To dismiss the press release is to misunderstand what communication is ultimately for: not just to attract attention, but to earn trust. Not just to speak, but to be understood. And in that mission, the press release still matters—perhaps more than ever.
