The Real Purpose for Press Releases

OK, I’m going to let you in on a little secret… Press releases aren’t just for inviting reporters to press conferences anymore. In today’s fast-paced, digital-first media environment, the purpose of press releases has evolved in a big way. Time-strapped journalists now use them as a starting point for research, as background context, and in many cases, as the actual backbone of the stories they publish.

It’s not unusual for a press release to become the basis of the final article. And sometimes, it is the article. When media outlets are stretched thin, they rely more heavily on clear, well-written releases that give them the facts, the message, and the angle all in one place.

So What Does This Mean for How You Craft a Press Release?

• Start with a short, catchy title. It should hook attention immediately.
• Add a subtitle that gives the press a clearer sense of the story angle.
• Use the first paragraph for the basics: who, what, where, when, and how. If the reporter reads nothing else, they should walk away with everything essential.
• The body should expand on your message. Use supportive details, include a compelling quote or two, and shape the narrative you hope the press will lead with.
• Include a standard “About” paragraph offering a concise, high-level overview of your business.
• End with links to your website and any additional sources the media may need for background or follow-up.

The goal is simple: make your press release easy for the media to pick up and run with. Because the reality is that many outlets simply don’t have time to start from scratch. You’re not just giving them information—you’re giving them a ready-to-use resource.

Write Like News, Not Like a Commercial

Since you want the media to cover your story, write your press release in the third person and keep the tone neutral. Think like a journalist. Present facts, context, and quotes in a way that feels objective, even if you’re shaping the narrative.

That doesn’t mean you can’t clearly express your position or offer your perspective. It just means that if your release reads more like an ad than a news piece, the media will ignore it. The quickest way to guarantee your press release doesn’t get covered? Make it sound like a commercial.

On the other hand, if your release helps reporters solve a problem, explains an issue your community is dealing with, or provides useful insight, it immediately becomes more valuable. And when you position your company as aware of—and connected to—the problem and the solution, you increase your chances of being featured.

Press Releases Still Matter

Press releases remain one of the easiest and most effective tools for getting news out about your business. They’re cost-effective, simple to distribute, and when written well, they can dramatically increase your visibility.

So use them. Craft them thoughtfully. And let them do what they do best: get your message into the hands of the people who can amplify it.