Proven results that the press release is not dead

Some people may think the press release is dead and buried, but many of us believe it’s very much still alive.

In recent years industry professionals have declared that the press release is dead. Once seen as the most effective ways of PR communication, press releases have been criticised to spam up journalists emails with irrelevant content.

However, ongoing research and proven data has given us an insight into how press releases are being used and how they are performing.

The research proves it

Wildlife PR reviewed coverage from over 100 published releases and found that 98% of coverage included a company’s key messaging, 82% featured a direct quote from a company spokesperson and 46% provided a link back to the brand’s website. The quality of such coverage proves that releases are not dead, in addition results have shown that 61% of journalists had used the press release as the basis for a wider article, like a case study or thought leadership.

There are many reasons why the press release is still a major newsworthy service. To start with, they’re inexpensive! Press releases can provide your audience with a stream of news, this could be anything from product stories to contract wins. News is now available 24/7 via your mobile, tablet or a printed newsletter (or magazine) and journalists can learn about newsworthy topics that differentiate you from your competitors.

Press releases also present a great opportunity for brands to tell newsworthy stories in a variety of formats, including: video, infographics, case studies and blogs. By doing so these organisations can use content as a tool for building brand credibility and thought leadership, educating and entertaining their audiences and driving the business forward with a carefully considered earned media strategy.

Here are our three reasons that prove this theory that the press release is still alive and kicking.

  1. Used by journalists – the media still prefer to receive news through formatted press releases or story pitches. We’ve found that some media outlets like to run the story as-is and some like to build on them. Whichever way they prefer, they’re appreciative that they’re receiving the news.
  2. Credibility with the media – a well-written story implies that your company takes PR seriously, journalists appreciate the time and attention it’s taken you to produce the article.
  3. It opens up many doors – even when a publication covers a specific topic, the target market you’d like to have seen or heard it may have missed it. Posting your release to your company page, social media, email newsletter and apps shares your news with a much wider audience.


According to Forbes, even in the 21st century, brands have found that press releases can help with the following:

  • Increasing website traffic with keywords
  • Improving page rankings by earning quality links
  • Adding fresh content to your content marketing campaign
  • Creating shareable content for social media
  • Gaining referrals from other online outlets
  • Providing shareable content for journalists or anyone interested in your brand

We believe that press releases aren’t dead, but their delivery and content needs to keep up with the times and form a broader PR strategy using digital social media.

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