Press releases have been a controversial topic in PR for as long as I can remember.
The first contributed article I ever wrote for PR Daily more than 12 years ago was about the so-called death of the press release.
What’s crazy to me is how many times press releases have been declared “dead” – yet today we see them as perhaps one of the most useful public relations tools we have, not only to announce company news, but also to help a company show up in search.
Let’s talk in depth about press releases and what makes them so valuable.
Is a Press Release Always Necessary?
A discussion I often have with B2B PR clients with news to announce is whether we should write a press release.
My answer used to be that a press release wasn’t always a necessity. Sometimes, pitching a story to a journalist without a release can be just as effective.
But in 2026, I’d say that writing a press release may be more worthwhile. Why have I changed my stance?
Because research now shows that press releases issued on a wire service are cited in AI-driven search results (aka GEO – generative experience optimization) and affect how AI discovers relevant content. We’ll look at which wire service performs best in a bit.
Christopher Penn, an expert on all things search-related, also talks about it here.
Note: If you’re uncertain about whether a press release is necessary, I suggest asking these five questions before writing one.
Press Releases Are Versatile and Repurposable
Another reason press releases are useful is their versatility. They’re not just for reporters anymore.
You can repurpose them in many ways. They can also be leveraged internally by numerous teams.
Earned and owned media work together. Sharing your news across multiple channels reinforces the messages. So don’t stop with posting a press release in your newsroom.
When you write a release, you can:
- Pitch it to reporters – in B2B PR, trade publications often cover the news
- Post on your website, preferably in your news or press area, which makes it easier to find
- Issue it using a wire service
- Share it internally with teams, including your sales team
- Turn it into another piece of marketing content, like a social media post or a blog post
Press Releases Build Credibility
Releases also serve as the company’s official word. This matters more now because of AI and deepfakes.
Companies need to continue sharing information in their own voices. This helps foster trust with your audiences, so they’ll be able to tell the difference when it’s you – and when it may be someone impersonating you.
Even the Process of Writing the Press Release Is Helpful
Let’s talk about how the process of writing a press release can be helpful in and of itself. (This piece isn’t about the mechanics of writing a press release, but I do talk about that more here.)
The release writing process helps teams get on the same page as far as messaging. It can be viewed as the primary vehicle from which messaging is pulled for other purposes. Not only will the marketing team use it, but your sales team and other groups can refer to it when they want to review the key messages you’re emphasizing.
As you write, avoid the urge to cram EVERYTHING in your press release. Sometimes, clients feel it’s vital to include every piece of information. Ideally, a press release is about a page to a page and a half long – 400-500 words maximum. I have seen them balloon to triple that word count. Yikes.
While I understand that the company may feel readers need to know EVERY fact, it’s better to highlight the most important points and link to more information. The goal is to grab their attention and get them interested in learning more.
Regarding quotes in a press release, one or two is plenty. Don’t go quote crazy. Credit one to the spokesperson you choose for the company quote. The second quote might come from a third party, such as a customer or partner.
If it’s an announcement involving multiple parties, you can link to a quote sheet in which you can include a quote from every entity involved if you choose.
Should You Use a Wire Service to Issue Your Press Releases?
It can be confusing. When do you need the wire? Do you always need to pitch your news? Or is the wire enough?
To back up for a minute, what is a wire service? This is one of the questions that comes up most often when I talk with prospective clients.
A wire service, or newswire service, is a paid service that distributes press releases to multiple media outlets. This is not to be confused with a news agency wire service, like AP (The Associated Press) or Reuters. These organizations have reporters stationed worldwide who write stories and disseminate them through their service.
When you pay to issue your news using a wire service – examples of these include GlobeNewswire, PR Newswire and others – they’ll send you a report showing which media outlets “picked up” your press release. Keep in mind that these press release pick-ups do not reflect the number of people who actually read your release or took any action because of it. (In my view, the reports are somewhat meaningless.)
Here’s the thing about using a wire service: It can get expensive. Most of my clients are not mega corporations with gigantic budgets. Often, I work with very small marketing teams. While they may have the budget to issue releases on the wire selectively, they probably can’t pay to send out every release.
Distributing your release on what the wire services consider a national distribution can cost thousands of dollars. It’s based on word count. If it’s over 400 words in length (equal to about a page), every additional 100 words incurs a charge. Then, if you want to include a photo with your release, that adds to the cost.
It’s OK if you can’t afford to use a wire service to issue your releases. I view the wire as a blanket, so it can help increase visibility broadly – but a press release pick-up isn’t the same as a story written by a reporter based on your release. If you want stories featuring your news to appear, you need to pitch it to reporters.
A story written by a reporter – also known as earned media – is more trusted because the reporter viewed your news as relevant enough to cover. Earned media stories have always been more credible and therefore more valuable than a press release pick-up.
If your release appears verbatim on a news site – otherwise known as a paid media pick-up – that may help with visibility and search. However, it doesn’t mean those outlets covered the news, in case an agency ever tries to claim a pick-up = a news story. For example, if the release appears in Yahoo News, they may say Yahoo News covered the client. No.
Quick money-saving tip: Choosing a state-wide or regional geographic distribution instead of nationwide can save you some money while achieving the same goal.
Does Using a Wire Service Impact GEO?
Now we have a new wrinkle, as releases issued via wire services are being cited in AI-driven search results (GEO).
However, not all wire services are equal in GEO’s view. It was only a matter of time before someone researched which wire service was cited more often in search results. Muck Rack’s research shows that AI cites GlobeNewswire press releases more often than those issued via other wire service providers.
If you’re planning to use a newswire service, GlobeNewswire is worth checking out. They offer tips on formatting your release and information to include to make it more GEO-friendly. Their analytics now include AI citation data via Profound, which they claim provides real-time insight on how often press releases are cited and surfaced in AI search. (No, I don’t get anything for mentioning Globe Newswire, although I’m now using it for my clients.)
Think Beyond Press Releases
While I’m clearly a proponent of press releases, I’d suggest thinking beyond that. What else can you do to help spread the word? Always involve your content and social media teams, as you can work together on ideas to help get the word out about whatever you’re promoting.
And, if you do secure earned media coverage of your news, be sure to share it. You can share it on social media (it builds goodwill if you tag the journalist and the media outlet), in your newsletter, and on your site in your newsroom or press area.
Also, share it internally so other teams can leverage it. Sharing positive news stories internally can also build a sense of company pride.
Press Releases Are Alive and Well
Press releases remain one of the most useful tools we have in PR.
To recap, they serve as a useful tool for communications and marketing teams and can be repurposed in numerous ways. They also help teams align on messaging.
Press releases now play a role in search, particularly GEO. In addition to pitching your press releases to media outlets that may be interested in covering your news, consider using a wire service like GlobeNewswire when budget allows.
And be sure to post releases on your site, as that can also impact GEO. Posting consistent information across channels increases the success of GEO efforts. Also, keep in mind that AI-driven search continues to evolve, as my PR Explored guest Katie Robbert shared.
Finally, always think beyond the press release to consider what else you can do to publicize your news and how it fits into your brand’s overall messaging as part of your larger marketing, PR and communications program.
Got questions about press releases?
If you have questions about press releases and the role they play in your PR or marketing program, I’d be happy to chat.
I offer free, no-strings-attached 30-minute consultations. Book yours here.
Learn more about my public relations services here, or buy my book, B2B PR That Gets Results.
About the author: Michelle Garrett is a B2B PR consultant, media relations consultant, and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies, especially those in manufacturing and technology, create content, earn media coverage, and position themselves as thought leaders in their industry.
Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.
100% of this blog post was written by Michelle.
Featured image is courtesy of Adobe Express.
