The report “State of the Press Release 2024” by PR Newswire reveals highly relevant data about the current state of press releases and how public relations (PR) professionals are adapting their strategies in an ever-changing digital environment. The study, based on more than 100,000 press releases distributed on its platform between July 2023 and June 2024, offers a comprehensive view of the main trends transforming the industry. Below are the 12 most relevant trends identified by PR Newswire.
1. Press releases remain the gold standard
Despite the proliferation of new forms of communication, press releases continue to be a fundamental pillar for public relations professionals. According to the report, 74% of journalists prefer to receive news through press releases sent directly by brands or industry professionals. Moreover, 68% consider press releases the most useful content provided by the PR industry.
2. Brand visibility, the main benefit
One of the main objectives of press releases is to increase brand visibility, and the report confirms that this goal remains relevant. 72% of respondents stated that distributing press releases through services like PR Newswire has increased their brand or product visibility.
52% aim to reinforce their brand, leadership, and authority within the industry; 27% seek to build closer relationships with journalists and influencers; 18% want to increase participation in an event, and 21% pointed to other objectives. Among those, 4% highlighted creating a link-building strategy for SEO, and 2% mentioned meeting disclosure requirements or communicating with investors.
3. Press release writing
Despite the utility of press releases, PR professionals face several challenges when writing them. 38% of respondents mentioned their main challenge is crafting engaging content, followed by 25% who struggle to ensure that press releases reach the right people.
- 38% of respondents said their biggest challenge is writing interesting and engaging content.
- 25% reported difficulty in ensuring the press releases reach the right people.
- 16% indicated their challenge is not receiving the media coverage they expected.
- 9% said making their press releases stand out is a challenge.
- 7% reported a lack of sufficiently newsworthy content as a difficulty.
- 5% mentioned other unspecified challenges in the survey.
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4. The influence of artificial intelligence (AI)
The use of artificial intelligence (AI) in creating press releases is beginning to transform the industry. 26% of PR professionals already use generative AI for drafting press releases, and 42% are open to doing so in the near future.
AI is primarily used to write headlines, draft the body of the press release, and refine the style of texts. Although the adoption of this technology is still limited, the “PR Newswire State of the Press Release 2024” predicts that in the coming years, it will become a standard tool to enhance efficiency and accuracy in content creation.
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5. The importance of short and catchy titles
One of the key aspects of maximizing engagement with press releases is optimizing headlines.
The report reveals that headlines between 51 and 75 characters generate the highest number of views. This is because search engines and email platforms tend to truncate longer headlines, which can affect content visibility. Additionally, headlines including action verbs like “reveal” or “unveil” tend to capture readers’ attention more effectively than traditional ones like “announce.”
6. Using multimedia content boosts engagement
The report highlights that including multimedia (photos, videos, or infographics) in press releases can significantly increase engagement. 51% of respondents occasionally include multimedia, while 37% always do. This type of content is particularly effective because images and videos are processed faster by the brain and tend to leave a more lasting impression.
In fact, 72% of journalists have used images provided by PR professionals in their coverage over the past year, underscoring the importance of these visual elements.
7. The rise of multichannel strategies
In an increasingly fragmented media landscape, multichannel communication strategies are gaining ground. 92% of PR professionals repurpose their press release content across other channels, such as social media or blogs.
48% share excerpts on social media, while 37% use press releases as the basis for articles or blog posts. This trend reflects the need to maximize the return on investment of press releases and increase message visibility across multiple platforms.
8. The growth of AI mentions in the industry
The report shows significant growth in “artificial intelligence” mentions in press releases, especially in the financial sector, which experienced a 40% increase in AI mentions over the past year. This data reflects how AI is revolutionizing not only content creation but also the focus of the news companies generate, positioning it as a relevant topic across multiple industries.
9. Optimizing the timing of press release distribution
Another important factor in maximizing the effectiveness of press releases is the timing of their distribution.
The report reveals that the most effective days to send press releases are Tuesday, Wednesday, and Thursday, between 10:00 a.m. and 4:00 p.m. To avoid the saturation of press releases sent simultaneously, it is recommended to schedule releases at less conventional times, such as 11:07 a.m. or 2:42 p.m., which can increase the chances of standing out.
10. Trends in the volume of press releases sent
The volume of press releases sent remains stable or growing. 93% of respondents plan to send the same number or more press releases in the next year. This data reinforces the idea that despite changes in communication platforms, the press release remains a relevant and effective tool.
On average, how many press releases do you send through a distribution service in a year?
- 11% of respondents send fewer than 5 press releases annually.
- 21% of respondents send between 5 and 10 press releases annually.
- 24% of respondents send between 11 and 25 press releases annually.
- 37% of respondents send between 26 and 50 press releases annually.
- 5% of respondents send between 50 and 100 press releases annually.
- 2% of respondents send more than 101 press releases annually.
11. SEO and press releases
In addition to capturing the attention of journalists and media outlets, press releases can also provide long-term benefits in terms of SEO. Sending a press release through a platform with high domain authority can improve search engine rankings and contribute to link-building efforts.
