As a public relations professional with over two decades of experience, I have frequently encountered misconceptions about the scope and value of my work over the years. Public relations (PR) is often misunderstood, reduced by some to merely event coordination, social media management, or ‘just sticking up posters’ as was once quite puzzlingly suggested to me. 

In reality, PR is about crafting and delivering strategic communication that shapes how organisations are perceived, and in the right hands it can strengthen reputation, bolster awareness and establish authenticity amongst target audiences.  

At the heart of this discipline lies one of its most enduring tools: the humble press release. Despite the rapid evolution of media and the rise of digital platforms, the press release continues to play a crucial role in communicating corporate messages effectively and should never be overlooked for its ability to drive a narrative and influence the perception of your ‘brand’.  

Still not convinced that you need PR? Or that a press releases are an effective way of supporting your business objectives? Stay with me, and I’ll explain. 

What is Public Relations? 

We may have already covered what PR is most definitely NOT (posters fall under ‘marketing’ or ‘advertising’, in case you were wondering), but it is also important to understand what PR actually ‘is’ before discussing more deeply the positive attributes of a press release.  

Put simply, public relations is the art of managing the communications between an organisation or individual, and its various ‘stakeholders’ or ‘audience’, whether that includes potential or existing customers, employees, investors, or the media. The objective always remains the same – to foster understanding, trust, and a positive reputation.  

Unlike marketing, which often aims to directly drive sales, PR focuses on developing long-term relationships and credibility, through thoughtful storytelling, transparency, and consistent messaging. How exactly this is achieved is, however, generally a far more nuanced affair.  

The type of activity that will be required to enact a PR campaign is more often not guided by the overall goals or objectives of the client. Essentially, our job is to understand who they are trying to reach, what they are trying to tell them, why are they are trying to tell them that, and what they would want their response to that message to be – then to devise a strategic communications path that takes the audience to that end destination.  

Within this context, the press release serves as one of the most successful tools for conveying ‘news’ – whether it’s a corporate story, or one of a more human nature. It is a formal document used to announce significant developments, establish thought leadership, and maintain transparency – all critical elements of successful public relations. 

What is a press release?  

At its core, a press release is a structured way of sharing newsworthy information. While its format may seem simple, its impact can be profound when used effectively. 

The purpose of a press release is multifaceted, and can deliver on one, or numerous fronts, depending on its content. Common reasons for sharing news via a press release could include; 

  • Announcing key developments: Whether it’s the launch of a new product, the unveiling of a partnership, or a milestone achievement, press releases serve as a formal announcement to stakeholders. 
  • Establishing credibility: A press release offers an opportunity to present information in a professional and authoritative manner. It demonstrates that the organisation values transparency and wants to keep its audience informed. 
  • Creating media opportunities: Journalists and media professionals still rely heavily on press releases to source news and develop stories. Even in an era dominated by digital content, press releases remain a starting point for much of the coverage we see online and in print. 
  • Reaching broader audiences: Beyond media professionals, press releases can be distributed through multiple channels to reach investors, employees, customers, and even potential partners. 

One of the most common misconceptions about press releases is that they have become obsolete due to the decline of traditional print media. While it’s true that securing coverage in print outlets has become more challenging, the scope of press releases has expanded significantly. Today, press releases are not confined to newspapers; they are distributed through newswires, posted on company websites, shared on social media, and optimised for search engines to maximise their reach. 

Far from being passe, the press release has adapted to the digital age, becoming a versatile tool that supports an organisation’s communication strategy in ways that go beyond traditional media. 

When should I write a press release? 

Press releases should be written whenever there is news that might be considered both relevant and impactful for the intended audience. Such scenarios might include: 

  • Launching a new product or service 
  • Announcing partnerships, mergers, or acquisitions 
  • Sharing significant milestones, such as anniversaries or awards 
  • Responding to crises or addressing misinformation 
  • Promoting events such as webinars, trade shows, or conferences 
  • Introducing new leadership or organisational changes 

It’s important to ensure that the news is both recent (or ‘new’) and genuinely of interest to your target audience. A press release should never be issued simply for the sake of it; it must provide value by answering the question: “Why does this matter?”  

How to write a press release 

Writing a compelling press release requires a balance of clarity, professionalism, and storytelling.  

The structure should be deliberate, ensuring that the key message is communicated efficiently while leaving room for nuance.  

One of the key things to remember when crafting a press release is that it should tell the entire story as succinctly as possible, with the most important information at the top, and the least relevant information near the end. This is for several reasons. Firstly, you want to engage people from the get-go, and either draw them in to find out more, or, at the very least, leave them with an accurate overview of the story after they move on.  Then secondly, it is common for publications to cut down the copy to fit it into whatever space they have available, and the easiest way for them to do that is by removing the last few paragraphs. If this is where the essential bits are hidden, then they will be lost, and your story will lack meaning and resonance.  

A press release typically begins with a headline that is snappy, concise and informative, followed by a short, to the point, opening paragraph that answers the “five W’s”—who, what, when, where, and why. 

The body of the press release should provide additional context, explaining why the news is significant and how it relates to the organisation’s broader mission or strategy. Work your way down like you are reading any book or story, with each subsequent paragraph adding more texture or substance to build a bigger picture. Think dates, locations, statistics, names, times, etc, layer upon layer, each paragraph adding to the ones that came before. 

Including a quote from a senior executive or relevant stakeholder can lend authenticity and personality to the message. If possible, any quotes used should seek to provide further detail and insight, rather than simply adding a cursory nod to the story. Stating that a Director is ‘delighted to be involved’ without saying explicitly why involvement makes such a difference and to whom, will almost certainly see the quotation land on the cutting room floor, and an opportunity to bring an authentic human touch to your communications will be gone. 

The conclusion should wrap up or summarise the story, whilst also providing the reader (or journalist) the opportunity to learn more about the organisation/project/individual by visiting a relevant website. 

It is also advisable to feature a strong boilerplate – a short ‘about us’ description of the client/organisation, along with contact information for any media follow-ups. 

When should a press release be sent out? 

The method and timing of distribution are just as important as the content itself. Press releases should be sent out at times when they are most likely to capture attention, typically early in the morning on weekdays, though as a general rule I wouldn’t recommend issuing such comms on a Thursday or Friday (unless absolutely necessary). Distribution can occur through multiple channels, including: 

  • Direct email: Sending the press release to a curated list of journalists and influencers ensures that it reaches the right audience. 
  • Newswire services: Platforms like PR Newswire or Business Wire can amplify the reach of your press release, ensuring it appears on major media outlets and search engines. 
  • Company website: Posting the press release in the news section of your website adds credibility and ensures it is accessible to stakeholders. 
  • Social media: Sharing the press release on LinkedIn, Twitter, or other platforms can extend its reach and encourage engagement. 

A timeless tool 

The press release has stood the test of time because it is a tool that adapts to changing communication landscapes. In an increasingly crowded and fast-paced information environment, the press release offers a structured and reliable way to convey important messages. For PR professionals, it remains a vital component of any comprehensive communication strategy, helping our clients inform, engage, and build trust with their audiences. 

As we continue to navigate the complexities of modern public relations, it’s essential to recognise the enduring value of the press release. Far from being a relic of the past, it is a dynamic and versatile means through which to deliver on our client’s objectives and reach their commercial goals.