In the age of TikTok trends, brand tweets turned headlines, and influencer-generated news cycles, the humble press release might appear antiquated—like a fax machine in a smartphone world. But despite the rapid evolution of media and digital communication, the press release remains a cornerstone of modern public relations, marketing, and corporate communications.
Dismissed by some as “old school” and dismissed entirely by others unfamiliar with its strategic utility, the press release has been unfairly overlooked in conversations about brand storytelling and media engagement. Yet the truth is this: a well-crafted press release is not just relevant—it’s essential. It continues to deliver value across media relations, SEO, stakeholder engagement, and internal alignment.
This op-ed makes the case for the press release’s enduring importance by exploring its evolution, its multifaceted value, and its critical role in a fragmented, skeptical media environment.
A Brief History: The Origins of a Strategic Tool
The modern press release dates back to 1906, when Ivy Lee, considered one of the fathers of public relations, issued a statement on behalf of the Pennsylvania Railroad after a tragic trainaccident. He distributed the information to journalists proactively, shaping the narrative before speculation could take root.
More than a century later, the underlying goal remains the same: control the narrative, provide factual information, and build relationships with the press. But the format and purpose have evolved to serve not only journalists, but also search engines, consumers, investors, and internal stakeholders.
The press release has transformed from a static news item to a dynamic, multi-platform asset. Inthe age of misinformation, a clear, verifiable, and on-record statement from a brand or organization is not just useful—it’s essential.
1. Credibility in a Post-Truth Era
We live in an age where news travels at lightning speed—but so does disinformation. One viral tweet can spark a crisis, and one misquoted executive can tank a company’s stock. In this high-stakes environment, the press release acts as a stable source of truth.
Unlike a tweet or Instagram caption, a press release is a formal, attributable, and often legally vetted document. When distributed through trusted wire services or housed on a company’s newsroom, it provides clarity and credibility in times of uncertainty.
Whether it’s a product launch, a corporate acquisition, a crisis response, or a leadership change, journalists and stakeholders need one thing first: something to cite. A press release provides an official, linkable, and quotable resource.
Example: During the early days of the COVID-19 pandemic, companies like Delta and Starbucks used press releases to communicate safety protocols, store closures, and employee policies. These became primary sources for journalists and customers alike.
2. Journalists Still Rely on Them—When Done Right
Despite an overstuffed inbox, most journalists still rely on press releases for news gathering—especially when they are well-written, relevant, and timely. A survey by Cision found that 68% of journalists say press releases are one of the most useful types of content they receive from PR professionals.
What journalists don’t want are bloated, jargon-filled, or poorly targeted releases. But a concise, informative release with a compelling angle, solid quotes, and real news value? That’s gold.
The best press releases do more than inform—they frame the story. They anticipate reporter questions, provide background context, and include assets (images, links, data) that make it easy for journalists to publish.
Pro Tip: Always include a strong quote from leadership, third-party data if available, and arelevant call to action. This isn’t just about getting coverage—it’s about telling the story you want told.
3. Search Engine Optimization (SEO) and Digital Discovery
Press releases are a key piece of a smart SEO strategy. When properly formatted and distributed online, they can drive traffic to your website, increase visibility in search engines, and build authority for your brand.
Optimized press releases can rank in search results—especially around timely or niche topics—and help you own branded or industry-specific keywords. Furthermore, they can generate backlinks when picked up by media outlets or cited by bloggers and analysts.
Even if a release doesn’t “go viral” or get wide pickup, it still provides long-term digital value. It becomes part of your digital footprint, a searchable artifact that proves you made a statement, launched a product, or responded to an issue.
SEO Best Practices:
- Include relevant keywords naturally in the title and body.
- Link back to your website and any relevant landing pages.
- Use subheadings and bullet points for readability.
4. Investor Relations and Regulatory Requirements
For publicly traded companies, press releases are not just a communication tool—they’re acompliance necessity. Earnings reports, mergers and acquisitions, leadership changes, and significant business developments must be communicated via formal press releases to meet SEC (Securities and Exchange Commission) requirements and to ensure a level playing field for investors.
Beyond compliance, press releases also serve investor confidence. They communicate transparency, strategic direction, and executive decision-making in a language that institutional investors, analysts, and financial journalists understand.
In addition, major press releases often coincide with earnings calls and investor briefings, providing a standardized narrative that aligns messaging across channels.
5. Internal Communication and Alignment
In larger organizations, especially those with dispersed teams or international operations, apress release serves another important function: internal alignment.
By issuing a release, leadership provides employees, board members, and partners with a clear, on-record account of the event, decision, or initiative. This prevents miscommunication, rumor, and inconsistent messaging across teams.
Smart companies go further by pairing external releases with internal FAQs, intranet updates, or leadership emails—but the press release acts as the foundational source of truth.
6. Controlling the Narrative in a Crisis
Crises are not a matter of if, but when. Whether it’s a data breach, a product recall, or an executive scandal, the first official statement a company makes will be scrutinized, cited, and remembered.
A press release allows brands to own the narrative instead of being defined by speculation. Unlike social media statements, which can be informal and fleeting, a press release is carefully crafted, vetted by legal teams, and treated as an official response.
It also provides consistent messaging to media, regulators, employees, and customers—all of whom may be looking for answers in different places.
Case in Point: When Marriott announced a data breach affecting over 500 million guests in 2018, its formal press release offered a clear timeline of events, data exposure specifics, and a plan of action. While the incident was damaging, the clarity and swiftness of the release were praised.
7. Valuable Content for Owned Media Channels
Today’s press release is not just for journalists—it’s for everyone. Brands now publish releases on their websites, LinkedIn pages, and newsletters. In many cases, the public reads a release before a journalist does.
A press release gives companies ready-made content that can be shared across:
- Company newsrooms
- Social media
- Investor relations pages
- Sales enablement materials
- Email campaigns
And in some cases, it becomes the press coverage. With fewer beat reporters and shrinking newsrooms, outlets often republish releases in full or with minimal editing—particularly in industries like tech, health, and real estate.
8. A Permanent, Citable Record
In a news cycle defined by ephemeral content, press releases serve as a permanent, citable record. For journalists working on trend pieces or looking back on a company’s timeline, releases provide the facts, quotes, and dates needed to verify and contextualize.
They also help organizations build a historical archive. Whether you’re celebrating a 50-year anniversary or preparing for IPO due diligence, your press releases become a living timeline of corporate evolution.
Why Some Press Releases Fail (and How to Fix Them)
It’s true that not all press releases are effective. Many go unread, unshared, and unused. But that’s a matter of execution, not the medium.
Common mistakes:
- No actual news (product “updates” disguised as major announcements).
- Too long, jargon-heavy, or unclear.
- No relevant quotes or supporting data.
- No media contact or call to action.
- Distributed blindly without targeting relevant journalists or outlets.
How to do it better:
- Lead with the most compelling, newsworthy angle.
- Write in plain language. Avoid fluff.
- Include a strong executive quote and a clear CTA.
- Format for scan-ability: use subheads, bullets, short paragraphs.
- Supplement with rich media: product images, video, infographics.
Conclusion: A Classic with Modern Purpose
The press release is not dying. It’s evolving.
In a world overwhelmed by noise, misinformation, and fleeting social posts, the press releaseoffers something rare: clarity, permanence, and authority. It may no longer be the only tool in acommunicator’s arsenal, but it remains one of the most strategic—especially when integrated thoughtfully into a broader content and media plan.
Rather than asking “Do we still need press releases?”, modern communicators should be asking: “Are we using this tool to its full potential?”
Because when crafted with purpose, distributed wisely, and supported by great storytelling, thepress release doesn’t just inform the public—it shapes the narrative.
And in the battle for attention, perception, and trust, that makes all the difference.
