Crafting compelling press releases is an essential marketing skill, yet a staggering 77% of journalists say that most press releases they receive are irrelevant to their work. This means that most companies are wasting time and money sending out releases that end up in the digital trash. Are you ready to learn how to create press releases that actually get attention?
Key Takeaways
- Only 23% of press releases are considered relevant by journalists, highlighting the need for hyper-targeting and personalization.
- Press releases with multimedia assets, such as images and videos, experience an average of 97% more views than text-only releases.
- Including specific data and statistics in your press release can increase its credibility and likelihood of being picked up by news outlets by up to 35%.
## Only 23% of Press Releases Are Considered Relevant
According to recent research by Prowly.com, a mere 23% of press releases are deemed relevant by journalists. Think about that for a second. Less than a quarter of the pitches businesses are sending actually resonate with the people they’re intended to reach. What does this mean for your marketing efforts? It signifies a critical need for hyper-targeting and meticulous list segmentation. Sending a generic press release to a massive, unsegmented list is essentially shouting into the void.
I had a client last year, a local Atlanta-based tech startup, who was sending out hundreds of press releases every month. They were frustrated that they were getting almost zero media coverage. When we analyzed their strategy, it became clear that they were blasting the same release to everyone from tech bloggers in Silicon Valley to lifestyle reporters in Savannah. We completely revamped their approach. Instead of quantity, we focused on quality. We identified a smaller, more targeted list of journalists who specifically covered SaaS companies in the Southeast. The results were dramatic. Within two months, they landed features in Atlanta Business Chronicle and Georgia Tech News, leading to a surge in website traffic and qualified leads. That’s the power of relevance. To unlock media coverage, you need to have a plan.
## Press Releases with Multimedia Get 97% More Views
A study by PR Newswire ([now Cision](https://www.cision.com/)) revealed that press releases containing multimedia assets, such as images and videos, garner a whopping 97% more views than those with text alone. In today’s visually driven world, this shouldn’t come as a surprise. People are simply more likely to engage with content that is visually appealing.
Think about your own browsing habits. Are you more likely to read a wall of text or an article with eye-catching images and embedded videos? The answer is obvious. So, how can you apply this to your press release strategy? Always include high-quality images, videos, or even infographics to make your release more engaging. For example, if you’re announcing a new product, include a product demo video. If you’re sharing survey results, create an infographic to visualize the data. These additions can significantly increase the visibility and impact of your release. We consistently see this when working with clients. For content creators, visibility is key.
## Including Data Boosts Credibility by 35%
According to research from various sources, including a report by the Content Marketing Institute, incorporating specific data and statistics in your press release can increase its credibility and the likelihood of news outlets picking it up by as much as 35%. Journalists, by nature, are skeptical. They want facts, not fluff. Providing concrete data points in your press release demonstrates that you’ve done your research and that your claims are backed by evidence.
However, be careful. The data has to be credible. Don’t make up statistics or cherry-pick data to support your claims. Always cite your sources and ensure that the data is accurate and reliable. A [HubSpot Research](https://www.hubspot.com/marketing-statistics) report found that consumers are more likely to trust brands that are transparent about their data. This applies to press releases as well. Transparency builds trust, and trust leads to media coverage. Data drives real ROI when used correctly.
## Personalized Subject Lines Increase Open Rates by 26%
While many marketers focus on the body of the press release, the subject line is often an afterthought. That’s a huge mistake. According to a study by Yesware, personalized subject lines can increase email open rates by as much as 26%. Your subject line is the first (and sometimes only) impression you make on a journalist. If it’s boring or irrelevant, your press release will likely end up in the trash.
So, how do you create personalized subject lines? Start by researching the journalist’s previous work and interests. Tailor your subject line to their specific beat. For example, instead of a generic subject line like “Acme Corp Announces New Product,” try something more personalized like “Acme Corp Launches AI-Powered Solution for Sustainable Farming – A Fit for Your Coverage of AgTech?” This shows that you’ve done your homework and that your press release is relevant to their interests.
## Challenging Conventional Wisdom: The Myth of “Going Viral”
Here’s what nobody tells you: chasing virality is usually a waste of time and resources. I disagree with the conventional wisdom that every press release should aim to “go viral.” While it’s great if it happens, focusing solely on virality often leads to creating sensationalized or clickbait-y content that lacks substance.
Instead, focus on creating high-quality, informative, and targeted press releases that resonate with your specific audience. Aim for genuine engagement and meaningful connections, not fleeting viral fame. A well-placed article in a reputable industry publication is far more valuable than a million views from people who aren’t your target customers. Remember the Atlanta tech startup? We didn’t try to make their press releases go viral. We focused on getting them in front of the right people, and that’s what ultimately drove results. Sometimes, writers rescue marketing with a fresh perspective.
For example, let’s say your Roswell-based company is launching a new software solution for the real estate industry. Instead of trying to create a viral video, focus on crafting a press release that highlights the specific benefits of your software for real estate agents in the Atlanta metro area. Target publications like Atlanta Agent Magazine or the real estate section of the Atlanta Journal-Constitution. This targeted approach is far more likely to generate qualified leads and drive sales than a generic press release that goes viral for the wrong reasons.
Crafting compelling press releases requires a strategic and data-driven approach. It’s not enough to simply write a press release and blast it out to everyone you can think of. You need to understand your audience, tailor your message, and use data to support your claims. Start by identifying your target journalists and publications. Research their interests and tailor your press release to their specific needs. Include high-quality multimedia assets to make your release more engaging. And most importantly, focus on providing value to your audience.
What is the ideal length for a press release in 2026?
While there’s no magic number, aim for a press release that is concise and to the point. Typically, a press release should be between 400 and 500 words. Focus on conveying the key information clearly and avoid unnecessary jargon or fluff.
How important are keywords in a press release?
Keywords are still important, but they should be used naturally and strategically. Focus on using keywords that are relevant to your topic and that your target audience is likely to search for. Avoid keyword stuffing, as this can make your press release sound unnatural and may even be penalized by search engines.
Should I include contact information in my press release?
Absolutely. Always include contact information for the media contact at your company. This makes it easy for journalists to follow up with you if they have questions or need additional information. Make sure the contact information is accurate and up-to-date.
How do I distribute my press release?
There are several ways to distribute your press release. You can use a press release distribution service, such as Cision, or you can manually send it to journalists and media outlets that you’ve identified as being relevant to your topic. Consider using social media to promote your press release as well.
What’s the best day and time to send a press release?
According to various studies, Tuesdays and Wednesdays are generally considered the best days to send a press release, with the ideal time being between 9:00 AM and 11:00 AM Eastern Time. However, it’s important to consider your target audience and tailor your timing accordingly. For example, if you’re targeting journalists on the West Coast, you may want to send your press release a few hours later.
Don’t fall into the trap of sending irrelevant, generic press releases. Instead, take the time to understand your audience, craft a compelling message, and use data to support your claims. The biggest takeaway? Start small. Focus on building relationships with a select group of journalists who are genuinely interested in your story. If you are launching a product in the Atlanta area, think about how it affects the local community, such as creating jobs or helping local businesses, and focus your press release on that angle. This targeted approach is far more likely to generate meaningful results than a scattershot approach. Remember that Atlanta brands can benefit from content creators to amplify your message.
