The Press Launch is Not Lifeless, However It Has Advanced


Individuals have been claiming the press launch is useless or dying for so long as I can keep in mind. The fact is that it by no means died. As a substitute, it’s constantly evolving as we adapt to new on-line platforms, adjustments within the media panorama, and new applied sciences.

Press releases, information releases, media advisories, media statements and the like are nonetheless necessary in 2023 for myriad causes, which we’ll cowl on this weblog publish.

First, let’s speak briefly about how the press launch has advanced since its inception — particularly over the previous couple of many years. *For the backstory on how press releases got here to be, see the Wikipedia entry for Press Launch – Historical past

Evolution of the press launch

Because the media panorama modified, so has the press launch. Press releases remained comparatively the identical for practically 100 years till the ‘Web Age’ of the late Nineties and early 2000s. Press releases first started to combine digital options in 1997 with the addition of audio, video, and pictures.

The early 2000s noticed the addition of social media options. Multimedia releases, together with social media parts, have change into extra widespread (particularly with wire providers). Now, it’s by no means uncommon to see an organization announcement first posted on their very own weblog or newsroom (together with being optimized for engines like google), promoted on social media and pitched to the media with an accompanying launch.

The first purpose of a press launch— to achieve public consideration — hasn’t modified a lot, however our strategies and codecs have superior lately with rising and new applied sciences.

Why press releases are nonetheless necessary

Whereas the media panorama continues to evolve, press releases stay a precious device for public relations professionals. They provide a structured and formal method to share information, enhance visibility, and form the narrative surrounding a company.

When a information outlet publishes or airs your story, you’ve earned that protection (earned media) which lends credibility over promoting (paid media). Earned media is the lifeblood of media relations, a core element of public relations.

“Press releases are multipurpose, multifunctional paperwork. They’re the Swiss Military knife of public relations,” stated Stephen Waddington in a latest problem of Affect (journal for CIPR members). He went on to say that the press launch remains to be a basic a part of organizational communication, and that isn’t going to alter anytime quickly.

By persevering with to adapt press releases to match the present media panorama and leveraging digital channels, PR professionals can proceed to harness their energy for efficient communication in 2023 and past.

Associated learn: Significance Of Press Releases Throughout Crises

Press releases finest practices

Protecting in thoughts that press releases are only one element of a complete public relations technique, listed here are 10 finest practices for growing and using press releases:

  1. Clear and Concise Messaging: Craft your press launch with a transparent, concise message that grabs consideration. Begin with a robust headline and opening paragraph that successfully communicates an important data.
  2. Newsworthy Angle: Guarantee your press launch affords a newsworthy angle or hook. Journalists obtain quite a few press releases each day, so your content material must be compelling and related to their viewers.
  3. Timeliness: Timing is essential. To take advantage of the information cycle, you need to problem press releases after vital occasions or bulletins as quickly as doable. Breaking information and trending matters may also be leveraged to generate curiosity.
  4. Multimedia Components: Increase your press launch with multimedia components equivalent to high-quality photos, movies, infographics, or audio clips. All these digital property could make your launch extra participating and shareable.
  5. Search Engine Optimization (website positioning): Incorporate related key phrases and phrases in your press launch to enhance its visibility in search engine outcomes pages (SERPs). This might help journalists (and most people) discover your launch when looking for associated matters.
  6. Quotes and Topic Matter Professional Statements: Embody quotes or statements from key executives or material consultants (SMEs) inside your group. When finished proper, these quotes can present precious insights and lend credibility to your press launch.
  7. A picture containing a smart phone with a press release on the screen.Contact Info: Together with your contact data for media inquiries, together with the title, title, cellphone quantity, and e mail tackle of a delegated media spokesperson, is a vital element. Make it straightforward for journalists to succeed in out for additional data or interviews, and at all times reply instantly to such requests.
  8. Cellular-friendly Formatting: Optimize your press launch for cellular gadgets. This could in all probability go unsaid by now, however many journalists and readers entry information content material on their smartphones or tablets. Use shorter paragraphs, subheadings, and bullet factors for simple readability.
  9. Focused Distribution: Establish essentially the most related media retailers, journalists, and influencers on your press launch. Tailor your distribution checklist based mostly on their protection areas and pursuits to extend the chance of pickup and protection. No ‘spray-and-pray’ allowed!
  10. Observe-up and Relationship Constructing: Don’t rely solely on the press launch distribution — craft tailor-made pitches highlighting the information hook for particular journalists. Then, observe up with journalists to gauge their curiosity, supply further data, and/or organize interviews. Constructing robust relationships with media professionals can result in future protection alternatives.

Associated learn: Media Relations in 2023: What Journalists Must Say

A great press launch follows this format: headline, dateline, contact data, lead paragraph (hook), quotes, and boilerplate. Because the picture under reveals, an important data goes first, adopted by secondary particulars, further data and any digital property.

Image depicts the inverted pyramid to use for press releases.[Image Source: CoSchedule]

Probably the most precious items of recommendation I keep in mind receiving as a younger PR skilled was to be taught to put in writing as reporters do. Press releases must be written in correct AP model (like journalists write). This is likely one of the causes I inform PR college students {that a} minor or emphasis in multimedia journalism and journalistic writing is a strong alternative.

Ragan Communications lately revealed an article on a brand new e-book by Roy Peter Clark (dubbed ‘America’s writing coach’), “Inform It Like It Is.” Within the e-book, Clark writes, “The aim of a narrative is to not convey data however to seize expertise. You aren’t making a story except you’re serving to the reader or viewer or listener really feel what it’s prefer to be there. That impact can solely be produced from examined methods: particulars that outline character; motion delivered in a sequence of scenes; dialogue, moderately than easy quotes or sound bites; a purposeful number of factors of view.”

Bear in mind, tales are highly effective. Everybody loves story, so don’t neglect to inject a dose of storytelling into the method.

AI for press releases, media pitches

I’d be remiss if I didn’t acknowledge and tackle all of the latest information of synthetic intelligence (particularly, generative AI) round press launch creation and media pitching.

Early this yr, Burrelles’ platform accomplice, Agility, launched a time-saving device referred to as PR CoPilot to assist write press releases and media outreach emails. PR CoPilot leverages ChatGPT know-how however was constructed in-house and built-in instantly into the platform for each Agility’s and Burrelles’ shoppers. It isn’t designed to exchange media relations and public relations professionals; moderately, it’s an assistant to assist velocity up the method.

Screen capture sneak peek at the AI writing assistant, PR CoPilot, one-sheet.When utilizing the AI assistant, you’re warned that “PR CoPilot™ offers AI-generated textual content in response to your inputs to help with the drafting of your press releases and different media bulletins. It’s offered as a drafting support solely and shouldn’t be utilized in lieu of your personal unbiased contributions. All textual content generated utilizing PR CoPilot™ should be reviewed, edited and validated by you for accuracy previous to its launch and distribution.”

Quite a few different PR software program distributors are actually touting AI-generated releases and pitches; nonetheless, many promote their iteration because the product itself (moderately than a device to make use of), and a few are totally automated.

There’s a giant distinction between profiting from AI-assisted shortcuts and permitting AI to take over your media outreach course of! It’s a danger that must be fastidiously thought of and weighed.


You may deploy many complementary techniques to drive consciousness and enhance your messaging, equivalent to sharing snippets, key factors or quotes out of your press launch throughout your social channels. Different complementary techniques embody providing media interviews to key journalists, pitching your material professional (SME) as a podcast visitor, creating informative weblog content material based mostly in your launch, and collaborating or partnering with influencers.

Integrating these finest follow ideas with different techniques, equivalent to media outreach, social media engagement, and content material advertising and marketing, can amplify your message and maximize the impression of your announcement or marketing campaign.


As a part of the Burrelles Media Outreach suite, our AI-assisted writing device, PR CoPilot, helps you shortly produce the primary draft of press releases and media pitching emails. Enter key messages and quotes; choose tone, size, and format. Inside seconds, you could have a high-quality draft.

Pair that with the power to pinpoint particular journalists and matters, and also you’ll have a profitable media relations technique! Click on the ‘get a free demo’ button under or contact us right here for solutions to your questions.


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