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Do press releases still work?

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Short answer

Press releases still work for formal announcements, search visibility, and giving journalists accurate facts, but a release alone rarely produces real articles. Coverage comes from pairing the release with direct, personal pitches to the reporters who cover your industry, and from having genuinely newsworthy information.

Do press releases still work illustration by Classy Media

What press releases do well

  • Create an official, accurate record of your announcement.
  • Appear on news syndication sites and in search results for your company name.
  • Give journalists facts, quotes, and context in one place.
  • Meet disclosure needs for public companies and regulated industries.

Why most press releases get ignored

Journalists receive hundreds of releases a day. Most are about routine updates, written in jargon, and sent to people who don't cover the topic. Syndication puts a release online, but syndicated copies are not the same as a journalist writing a story.

How to make a press release work

  1. Lead with what's new and why it matters to readers, not to you.
  2. Keep it short, clear, and in AP style.
  3. Include a strong quote and real numbers.
  4. Pitch the story directly to relevant reporters before or alongside distribution.
  5. Follow up personally.

Our press release distribution service includes writing, newswire distribution, and direct pitching.

Related guides

Get help from Classy Media

Classy Media is a PR agency that earns coverage for companies and leaders across every industry, with daily outreach to the journalists who cover your market. See our plans, which start at $4,000/month, or book a free 20-minute consultation.

Related

People also ask.

What should a press release include?

A clear headline, the key news in the first paragraph, supporting facts, a quote, company background, and contact details.

Is newswire distribution enough?

Usually not. It creates syndicated copies, but real articles come from direct pitches to journalists.

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