We’re nearing the 118th birthday of the press release. On October 30, 1906, the New York Times ran an account of a tragic railroad accident — a report from the perspective of the Pennsylvania Railroad Company. Ivy Lee, widely known as the founder of modern public relations, worked for the railroad company and was praised for his openness and honesty.

More than a century later, the press release remains the gold standard of communications content for public relations professionals. Press releases provide accurate and up-to-date information about an announcement directly from a company to the public.

Since the first press release in 1906, much has changed in how releases are written and distributed. Recently, PR Newswire shared its State of the Press Release Report detailing how PR professionals use press releases to maximize engagement.

The Press Release to Coverage Pipeline

Press releases help companies increase visibility within their industry and boost overall brand awareness. But what do journalists think of them?

The report revealed that 78% of journalists want press releases, and 68% find them the most useful type of content they receive from PR professionals. Sharing releases and distributing them over the wire also helps build relationships with journalists.

As with everything, there are also challenges when it comes to writing and distributing releases. The report detailed that 38% of respondents said “not generating anticipated media pickup” was one of their challenges regarding press releases.

Although there is not one main reason that a release might not be generating the desired results, the report details a few reasons.

  1. Shrinking Newsrooms: TIME Magazine shared that shrinking newsrooms will be “impossible to ignore in 2024.” This issue causes newsrooms to be more selective with what they choose to cover.
  2. Not Enough Engaging Content: Crafting a catchy headline, including images and drafting interesting-to-read copy are all vital for getting the attention of busy journalists.
  3. Wrong Distribution Strategy: The report states that while micro-targeting is available, such as by location, industry and content subject, not all PR professionals take advantage.

AI and Press Release Content Creation

Since ChatGPT’s launch in November 2022, generative AI has found its way into nearly every industry. The report detailed that 26% of public relations professionals shared they were using generative AI to help craft press release content. Interestingly, the report also noted that 42% weren’t using it at the moment but were open to using it in the near future.

When asked how they used AI for writing press releases, respondents said it was for writing headlines and body copy, proofreading, generating ideas and conducting research.

How to Maximize Press Release Views and Engagement

With thousands of press releases crossing the wire each week, it’s more important than ever for brands to craft eye-catching announcements. This report suggested the top ways to increase engagement are through headlines and multimedia content.

The report said crafting a headline with 51 to 100 words will increase the chances of a release being seen. Additionally, the company’s State of the Media Report said 72% of journalists used images provided by a PR professional within the last year.

When it comes to the timing of a release, the report noted that most releases are distributed at the top or middle of the hour. To stand out from the pack, the report suggested distributing releases at times like 7:03 or 11:34.

The Future of the Press Release

Although many like to claim that the press release is dead, the press release isn’t going anywhere. In 2012, PR Newswire shared around 250,000 releases, and in 2019, that number doubled to over 500,000.

From increasing SEO to providing journalists with a credible source of information, the press release has had many benefits to companies and publications alike. It’s up to PR professionals to implement a press release strategy that maximizes interest, boosts engagement and fosters positive relationships with reporters and stakeholders.