Creating Your Press Release Strategy: Tips for 2025
Ah the press release. An old relic, if you will, of public relations and communications. A staple of many PR strategies for companies large and small. In 2020, our agency declared the press release NOT dead, and four years later, the same still remains true: a good press release will help you “control the message, own your story, boost your SEO, create an archived public record,” and more.
My colleague, Ana, recently provided a great guide for writing the best press release. Now, let’s discuss the strategy around press releases. When should you consider doing one and why?
Think Beyond New Product Launches
Often, we are writing press releases when there is a launch happening from a brand or company – a new product, line extension, or collaboration for example. However, companies should consider all of the different announcements they could make and how a press release could support the overall communications plan. Are you hiring exciting new leadership? Did your company have a fantastic year and can share the numbers and accolades to prove it? Did your company buck Silicon Valley trends and survive 99 years with no layoffs, like our client Torani? When you look at the bigger picture and your communications goals as a company, you might have more news to share than you realize.
However, you should also consider if it is worth doing a press release at all. Is what you need a more streamlined, direct pitch to local media? Perhaps you just need a statement or something else? Press Releases are great for owning your own message, and supporting a larger communications plan, but aren’t always necessary.
Optimize the Release’s Potential
Once you’ve made the decision to create a press release strategy, make sure the press release is optimized to meet its fullest potential. Include important information on your company in the release, such as links to your social media, website, media kits with additional assets, and your PR contact person. Also include visual assets like photos and videos, which can increase views by 94% for press releases, as reported in a recent blog post from my colleague. And where available, be sure to use data to support your points.
Who Are You Sending the Press Release To?
Before you publish the press release, confirm if you are doing media outreach around this announcement. We highly recommend supporting press releases with outreach to media that may be interested in the news, whether it be journalists who write locally, regionally or within your industry. When creating the list, do you research to make sure you are contacting media who are covering news that is actually relevant to you. This can mean choosing quality over quantity! And be sure to tailor the pitch to the individual writer and their needs.
Your brand or company may also want to consider who to share the release with internally. For larger organizations, it is a good idea to share news with key stakeholders or maybe even clients. Also consider distributing the news via internal platforms so your employees are in the loop.
What Else Can You Do with the Press Release After?
Beyond the release day, consider the other uses of a press release. It can be a great reference to include in future pitches to media. Your company should also consider adding the news to your website’s news page. Additionally, be sure to share the news via social media, and have other members of your team or company consider sharing the news as well.
Need help creating your press release strategy and overall public relations plan? Let us know how we can help.
By Alexis Karis