top of page
  • Writer's pictureSPRD

Press Release: Navigating the Digital Shift

Updated: Jun 3

Press releases have undergone a remarkable evolution over the years. Unlike popular belief, press releases are alive and thriving with resilience and have adapted to an ever-changing media landscape. The very essence of trust and credibility has kept press releases at the forefront of the media and continues to be utilised by PR professionals.  

Evolution of Press Releases

Tracing back to the first-ever press release in October 1906 by Ivy Lee about a railroad accident involving the Pennsylvania Railroad, we can see how far press releases have come, transforming to fit perfectly with the Internet Age. Even though there are a plethora of ways to receive news and information in the present, press releases continue to serve as a trusted source of authentic information for numerous individuals.

Over the decades, the fundamental objective of press releases has remained consistent. The pursuit of capturing public attention endures as an unchanging imperative. Nevertheless, how press releases are presented has undergone a drastic change. With the integration of social media in the 2000s and the incorporation of new technologies, press releases are seamlessly reshaping to a new perspective.

Importance of Press Releases

Publishing press releases about company updates and product launches enables organisations to position themselves as trustworthy brands. It helps them shape the brand narrative and influence public opinion to create and maintain a positive image. 

Start-ups that embrace a growth mindset and prioritise proactive communication should leverage press releases as a strategic tool to get a positive word out about themselves. Press releases serve as a pivotal asset during both favourable and challenging periods, as companies can use them to authentically present factual information, mitigate crises, address concerns, and ultimately provide widespread exposure. Maintaining a positive presence in the industry will help gain credibility with journalists and customers, both existing and future.

Press releases are often considered more effective than paid advertising because a significant amount of effort is invested in building trust with customers and journalists. When a news outlet publishes your story, it provides validation that advertising cannot match. This earned media is crucial for media relations and forms a core element of public relations.

Best Practices for Press Releases

An effective press release follows 'The Inverted Pyramid Structure', which simply means presenting the most important information at the start of the story and continuing with the other details. The key to creating effective press releases include: 

Clear messaging: A press release that is impeccably written, flawlessly clear, and powerfully concise, delivering all the relevant information, is the way to go forward.

Newsworthy: The primary purpose of a press release is to be newsworthy and capture the interest of the media and audience. Therefore, ensure that your content is compelling and relevant.

Timeliness: Time is an essential component in press releases. Even a perfectly crafted press release can fall short if it is not released at the right time. 

SEO: Optimise your content with relevant keywords to improve visibility in search engines and reach a wider audience seamlessly. 

Targeted Distribution: Do not follow a one-size-fits-all approach. Create a list of the most relevant journalists or media houses who are likely to publish your press release. 

Impact Of AI on Press Release Creation

It would be a mistake if we don't acknowledge the role AI plays in public relations. AI tools like PR CoPilot that help PR professionals write effective press releases are a big game-changer. The synergy between AI and human intelligence enables organisations to streamline their communication efforts. Here's how AI helps PR professionals:

Efficiency and Speed: AI software uses Natural Language Processing (NLP) algorithms to filter through vast amounts of data. They analyse trends, social media and other information required for your press release, drastically reducing the initial research time.

Content Generation: PR professionals can input the right information needed for the algorithm to draft a press release from predefined templates. By streamlining the initial drafting process, AI tools can assist PR professionals in conserving valuable time and resources.

Human Oversight: Even though AI has advanced capabilities, human oversight is essential in creating press releases. While AI is capable of generating content based on data-driven insights, it may lack the nuanced understanding of brand voice, tone, and context that human writers possess. Human oversight ensures that the final press release aligns with the organisation's messaging strategy, brand identity, and communication objectives.

Press releases remain vital for shaping public perception and delivering authentic information. Embracing best practices and leveraging AI in press releases can significantly enhance a company's credibility and brand image.


Psst! This blog was made with 💕 and created after some thought by a real person.


Commenting has been turned off.
bottom of page