Press Release: Everything You Need To Know

Press releases today do more than share news. They tell stories, use visuals, and reach the right audience at the right time.

That’s why 68% of businesses say press releases help boost their brand visibility and trust. They remain one of the most effective tools for building awareness and credibility in public relations.

In this guide, you’ll learn everything about press releases. Whether you’re launching a product or sharing an update, this will help you make your news stand out.

Key Highlights:

• Press releases remain one of the most trusted tools for building visibility, credibility, and brand awareness.

• A strong headline, structure, and news angle can turn any announcement into media-worthy coverage.

• Press releases boost SEO performance through backlinks, keywords, and mentions in top news outlets.

• They help businesses control their narrative and communicate effectively during product launches or crises.

• Using a reliable press release distribution service ensures your story reaches the right audience fast.

What Is a Press Release?

A press release is a short, factual news story created by a company or organization to share important updates with the media. It’s meant to catch the attention of journalists, bloggers, and publications who might want to feature your news.

Think of it as your brand’s official way of telling the world what’s happening. A good press release focuses on what’s new, why it matters, and how it impacts your audience. It helps journalists turn your story into valuable media coverage.

How Press Releases Work (Step-by-Step Process)

Before your news reaches the headlines, it follows a clear journey that starts with crafting the message and ends with media coverage. Understanding each stage of this process helps you maximize visibility, credibility, and impact.

Here’s a step-by-step process on how press releases work.

• Write your press release: Focus on a clear headline and an informative story that fits standard press release templates.

• Select your distribution method: Send it directly to journalists or use a trusted press release distribution platform like EasyPR, which connects your story with major media outlets.

• Publish and promote: Post it on your website, share it on social media, and submit it to relevant industry platforms as part of your promotion plan.

• Track coverage: Monitor where your press release appears and measure its traffic, engagement, and backlinks.

• Follow up with media: Reach out to journalists who showed interest to build long-term relationships and improve your investor relations and brand credibility.

Why Press Releases Still Matter in 2025?

Press releases still matter in 2025 because they provide credibility, improve SEO, build brand authority, capture media attention, and serve as a cost-effective marketing tool.

Even in the age of social media and instant news, they remain one of the most reliable ways to share information and control how your story is told during a press conference or public announcement.

Here’s why press releases still matter:

1. Credibility

A press release gives your news authenticity because it follows a professional, factual structure trusted by journalists. When your story appears in recognized media outlets, it instantly gains legitimacy. This helps audiences view your brand as reliable and transparent.

2. Improved SEO

Modern press releases are powerful SEO tools that help brands gain online visibility. By adding keywords naturally and publishing on high-authority sites, your release can rank in Google News and search results. This drives organic traffic and builds valuable backlinks to your website.

3. Brand Authority

Sharing regular press releases helps position your company as an active and trustworthy leader in your field. Every announcement, whether it’s a product launch or milestone, strengthens your credibility. Over time, this consistent presence builds long-term authority in your niche.

4. Media Attention

Journalists still rely on press releases to find credible stories and company updates. A clear, well-written press release can lead to interviews, features, and mentions in respected publications. This kind of earned media coverage boosts awareness far more effectively than paid ads.

5. Cost-Effective Marketing

Press releases deliver wide reach at a fraction of the cost of traditional advertising. With distribution platforms like EasyPR, businesses can share their stories across multiple media networks without spending heavily. This makes press releases an affordable and scalable way to increase brand visibility.

Key Components of a Good Press Release

A successful press release follows a clear and consistent format that journalists recognize instantly. Each section plays an important role in making your story easy to understand, credible, and newsworthy.

Let’s go through the key components one by one so you know exactly what to include.

1. Headline

Your headline is the first thing journalists and readers notice, so make it clear, specific, and attention-grabbing. Avoid vague phrases or marketing hype. Focus on what is truly newsworthy, such as a product launch, partnership, or achievement. A strong headline should summarize your story in one line and include a relevant keyword to improve visibility on search engines.

2. Subheadline

The subheadline gives readers a quick preview of your story before they dive into the full content. It should add context or highlight an interesting angle that the headline cannot cover. Think of it as the second hook that helps readers understand why your news matters and why they should keep reading.

3. Dateline

The dateline appears at the start of your first paragraph and includes the city, state, and date of the announcement. It tells journalists where and when the news is coming from, which helps establish accuracy and timeliness. This small detail adds credibility and professionalism to your press release.

4. Introduction

The introduction is your most important paragraph. It should clearly answer the five core questions: who, what, when, where, and why. Keep it short but impactful. The goal is to help readers quickly understand the essence of your news and its relevance. Avoid unnecessary buildup so journalists can grasp your story within the first few lines.

5. Body

The body section expands on your story with supporting details, quotes, and data. Use this space to explain why the announcement matters, how it benefits your audience, or what makes it unique. Include a quote from a company leader or industry expert to add personality and credibility. If possible, use statistics or factual insights to make your story stronger and more trustworthy.

6. Boilerplate

A boilerplate is a short paragraph that appears at the end of your press release. It provides background information about your company, such as who you are, what you do, and your main area of expertise. This section helps journalists understand your brand and gives them context for future stories. Keep it concise, professional, and consistent across all your releases.

7. Contact Information

Always include a clear contact section at the end of your press release. List the name, email, and phone number of the person who can answer media questions. If journalists or editors want to follow up, they need a reliable contact who can provide quick responses or additional materials.

What is The Purpose of a Press Release?

The main purpose of a press release is to officially share important, newsworthy information with the media and the public. It is a professional way for businesses, organizations, or individuals to announce something significant such as a product launch, company milestone, or event while keeping full control of their message.

A well-written press release helps inform journalists quickly and provides them with verified details they can use in their reporting or press conference coverage.

Here are the key purposes of a press release and why each one matters:

1. To Inform the Media

Press releases are primarily written for journalists. They provide accurate, factual information that helps reporters cover your story easily. When written clearly, your press release can become the foundation for news articles, features, or interviews.

2. To Generate Publicity

A good press release can attract attention from major media outlets, blogs, and news sites. This kind of organic exposure increases awareness about your product, event, or initiative without needing paid advertising.

3. To Manage Brand Reputation

Press releases allow companies to shape how the public perceives them. By sharing positive updates or addressing challenges directly, brands can reinforce trust, transparency, and professionalism among customers and stakeholders.

4. To Control the Narrative

When something important happens, it is essential to make sure your message is shared accurately. A press release lets you communicate your version of events first, ensuring that journalists and the public receive clear and verified information directly from your organization.

5. To Announce Important News

Whether it is a new partnership, funding round, award, or leadership change, a press release ensures your milestone gets the attention it deserves. It serves as an official record of your company’s achievements that adds credibility to your progress.

6. To Build Media Relationships

Consistently sending well-written and relevant press releases helps you build strong relationships with journalists and editors. Over time, they begin to recognize your brand as a reliable source for credible and interesting news.

7. To Boost Visibility

Each press release you publish increases your online presence. It helps your brand appear in search results, improves SEO, and positions your company ahead of competitors who are not communicating their updates publicly.

When to Use (and When NOT to Use) a Press Release

Press releases are powerful for sharing big news, but timing and relevance matter most. Not every update deserves one. Using press releases for the right reasons helps you build credibility and media attention, while using them for the wrong reasons can make your brand look unprofessional.

Here’s how to know when to use a press release and when to skip it.

When to Use a Press Release

1. Product or Service Launches

Use a press release when introducing a new product, service, or feature that solves a problem or offers something new to the market. It helps you attract early media coverage and customer interest.

2. Major Company Milestones

Announce achievements like funding rounds, awards, anniversaries, or expansions that show company growth and success. These stories highlight progress and strengthen brand reputation.

3. Partnerships or Acquisitions

If you’ve entered a strategic partnership, merger, or acquisition that changes your position in the market, it deserves a formal announcement. It signals credibility and forward momentum.

4. Events and Initiatives

Press releases work well for promoting events such as product launches, conferences, or community programs. They help increase attendance and gain media exposure before the event.

5. Executive Appointments

Announce leadership changes, such as a new CEO or board member, that could shape your company’s future direction. It shows transparency and attracts industry attention.

6. Research or Reports

When you release new data, surveys, or insights that add value to your industry, a press release can help journalists use your findings as credible references. This boosts authority and trust.

7. Crisis Communication

During challenging situations, use a press release to share accurate information and control the narrative. This approach helps protect your brand image and maintain public trust.

When NOT to Use a Press Release

1. Non-Newsworthy Updates

Avoid sending press releases about small internal changes or minor updates that do not impact your audience. Journalists look for meaningful stories, not everyday operations.

2. Poor Timing or Relevance

If your story is old or not connected to current trends, it will be ignored. Press releases are most effective when they deliver timely, relevant, and fresh information.

3. Overly Promotional Content

Press releases should inform, not sell. Avoid exaggerated claims or marketing language that sounds like an ad. Focus on facts, quotes, and genuine value instead.

4. Lack of Data or Credibility

If your story has no supporting numbers, quotes, or sources, it won’t gain attention. Media outlets prefer verifiable details and professional formatting.

5. Better Suited for Other Channels

Some stories work better as blogs, social media related posts, or newsletters. Use those platforms for soft announcements, internal updates, or storytelling pieces.

Benefits of Using Press Releases for Your Business

Using press releases can help your business grow by boosting brand awareness, improving online visibility, and building trust.

They’re an affordable way to reach more people, drive website traffic, and share your message during key moments or events.

Here’s how PR benefits for you:

Marketing and Visibility

• Increase brand awareness: Share your news with a wider audience who care about your story.

• Drive website traffic: Add links to your website to attract visitors and potential customers.

• Improve SEO: Well-optimized press releases can boost your search rankings through backlinks and indexing.

Affordable marketing: Press releases cost less than traditional ads while still creating strong publicity.

Credibility and Relationships

• Build trust and authority: When your story is picked up by credible media outlets, it strengthens your brand reputation.

• Connect with journalists: Press releases open doors to meaningful relationships with reporters and editors.

• Show industry expertise: Regular updates help position your brand as a trusted voice in your field.

Communication and Control

• Shape your message: Control how your news outlet is shared by presenting facts directly from your perspective.

• Share timely updates: Distribute news fast, from launches to leadership changes, and keep your audience informed.

• Handle crises effectively: Use press releases to deliver official statements and manage tough situations confidently.

Other Benefits

• Targeted distribution: Reach the right audience based on industry, location, or interests.

• Boost social engagement: Share press releases across social media to increase reach and visibility.

• Generate sales: Better visibility and traffic can lead to more leads and conversions.

Conclusion

Press releases remain one of the best ways to share your story, build credibility, and attract media attention. They help businesses stay transparent, consistent, and respected within their industries.

In 2025, press releases continue to be a trusted communication tool for businesses of all sizes. They combine storytelling, strategy, and timing to make sure your message reaches the right people at the right moment.

If you’re ready to share your story with the world, EasyPR makes it simple and affordable to distribute your press release and reach top media outlets. Start your next press release campaign with EasyPR today.

Frequently Asked Questions

What is a Press Release in Business?

A press release is an official statement a business sends to the media to share news like product launches, company updates, or events. It helps build awareness, gain media coverage, and strengthen brand credibility.

What are the 3 Qualities of a Good Press Release?

A good press release has a catchy headline and clear lead, shares real and factual news, and follows a professional format with contact details for follow-up.

What Makes Press Releases Bad?

Bad press releases often lack real news, use confusing or sales-heavy language, and include spelling or formatting mistakes that make them hard to read.

What is the Difference Between a News Release and a Press Release?

A press release targets journalists to promote upcoming stories, while a news release is shared directly with the public to report on current or past events. Both terms are often used interchangeably.

What Does ### Mean in a Press Release?

“###” is placed at the end of a press release to show that the document has ended and there is no more information to follow.