Press Release in Modern PR: Is It Still Important Today?
By Krista Tillman, Senior Account Executive at
Evolve PR and Marketing
Press release in modern PR strategy is still highly relevant today. Despite the evolution of the media landscape, press releases remain a core tactic for delivering verified, accessible news to the public and journalists. They continue to offer structured communication, enhance visibility, and support search engine performance—especially when crafted with clarity and purpose.
Some argue that the traditional press release is outdated. But as newsroom resources shrink and demand for timely, accurate information rises, I believe they’re more essential than ever. Here’s why.
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Why Modern Newsrooms Still Need Press ReleasesModern newsrooms operate leaner due to shifting budgets and the rise of digital-first platforms. Many publications rely on freelance contributors and reduced editorial teams. This means there are fewer hands to write each story from scratch. A press release helps fill the gap. If written in AP Style and properly formatted, it can serve as a ready-to-publish news piece. It should include:
When done right, a press release makes a journalist’s job easier—and increases the odds of coverage. |
Press Release Timing in a 24/7 News Cycle
The constant flow of information means journalists and editors can’t be everywhere at once. Press releases allow newsrooms to respond faster to relevant updates, especially when breaking news or time-sensitive stories occur.
A well-timed press release provides:
- Instant context and background
- Timely hooks that align with current events
- Pre-cleared quotes to eliminate follow-up
Sharing timely news in a structured way increases your chance of being included in roundup coverage, broadcast blurbs, or digital segments.
How Press Releases Improve SEO and Online Visibility
Press releases aren’t just for journalists anymore. When distributed through platforms like PR Newswire or PRWeb, they show up on dozens of websites, creating powerful backlinks that support search visibility.
SEO benefits of a press release include:
- Increased domain authority from backlinks
- Greater brand visibility in Google News results
- Control over how your message is indexed
Digital exposure compounds with each well-placed press release, supporting long-term visibility even after media coverage fades.
Why the Press Release Still Matters in PR
Opinions may vary, but the press release still plays a valuable role in today’s public relations strategy. It is:
- A resource for overwhelmed editors
- A search engine asset for brand awareness
- A consistent format for delivering verified news
Even if it doesn’t always lead the story, a press release helps ensure that important updates are recorded, discoverable, and available to media professionals and the public alike.
Get Support Writing Strategic Press Releases
If you’re unsure whether your press releases are helping or hurting your outreach, connect with Evolve PR. We write clear, newsworthy press releases that support your story—and your SEO goals.
Frequently Asked Questions: Press Release in Modern PR
Q: Are press releases still effective in today’s digital PR landscape?
A: Yes. Press releases are still useful tools for distributing announcements, boosting SEO, and supporting media outreach—especially in fast-paced news cycles with shrinking newsrooms.
Q: Why do journalists sometimes ignore press releases?
A: Some journalists prefer to gather original stories through interviews and research. They may view press releases as too promotional or lacking depth. However, a well-written, newsworthy release that follows AP Style is more likely to be used or adapted.
Q: How do press releases support SEO?
A: When distributed through platforms like PR Newswire or PRWeb, press releases are published on multiple news sites, generating backlinks that improve a company’s search engine visibility and online authority.
Q: Should I still write press releases if reporters aren’t requesting them?
A: Yes. Even if a reporter doesn’t request one, a press release can provide key facts, quotes, and contact details that make it easier for them to cover the story. It also helps control your message and ensures accurate information is available publicly.
Q: What makes a press release more likely to get picked up?
A: Keep it clear, relevant, and written in AP Style. Include timely information, quotes from key people, and supporting assets like photos or links. A release that is formatted like a real news article is more likely to be published with little editing.
