If a Press Release Falls in the Forest, Does Anyone Hear It?
Too many companies treat press releases as a magic bullet. The truth? They’re just one piece of a larger PR puzzle.
I've always worked for startups or rapidly growing companies, and frequently, I would get requests to put out a press release for something someone in the organization thought was interesting. I would always push back on the request unless it was either part of or incremental to an existing PR strategy because, without an overall strategy, it might not be the right tactic to achieve their goals.
Like the old adage, “If a tree falls in the forest, does anyone hear it?” the same is true for a press release without a strategy. Simply putting together a press release and pushing it out across the wire or on your site without any other action almost always results in nothing. Crickets. So while the original requester is happy a press release was issued, the marketing organization has wasted time and effort on something that won’t help build the brand, deepen its position in the market, or drive new or incremental business.
What is PR?
PR does not stand for “press release” but rather “public relations.” Public relations encompasses managing a company’s image and reputation through various communication channels, press releases included. A well-defined strategy includes media relations, analyst relations, influencer outreach, social media engagement, crisis communications, thought leadership, awards, speaker bureaus, and more—all working together to achieve a company’s goals. Without this strategic framework, PR efforts risk being reactive, ineffective, or disconnected from broader business objectives.
How Do Press Releases Fit Within the PR Strategy?
Press releases are a tactic included in every PR program and should be thoughtfully incorporated into any robust PR strategy. When executed correctly, they provide credibility, control over messaging, and a tangible asset that can be used in broader marketing and sales initiatives.
A good press release is like a chapter in a corporation's book. It builds and tells the complete story of the company over time. It points to a press page on a corporate website, and there is a clear and easy-to-find contact for additional information. A well-structured press release ensures that the story is coherent, aligns with the company’s overall messaging, and serves as a reference point for future news and announcements.
Press Release 101
We all know a press release should include a compelling headline, dateline, body, boilerplate, and close, but to really make your press release stand out, ensure it has the following elements:
A Compelling Story
Because you want people to read and care about the content you are sharing, help them understand why it’s important by creating a captivating story within the press release. Not just any story, but one that answers the who, what, where, when, and why—with the why being the most important. The press release should speak to your ICP (Ideal Customer Profile) and help them understand why the news matters and, more importantly, why they should care.
Differentiated Messaging
If you take nothing else away from this, take this: If someone can put their logo and branding on your content and it still makes sense, you have failed. That means your messaging is “me-too” and not differentiated. As you write your press release, key points should focus on competitive differentiation, and your executive quotes should reinforce this uniqueness. This is where many companies fall flat—they announce news but fail to articulate why it sets them apart.
Facts to Support Your Message
Social proof matters because your customers and prospects want to subconsciously see that they are in good company. Include customer stats, numbers, hard data, and facts to support your message. If you can’t point to a large group of customers for your new product, use research from analysts your ICP cares about to help reinforce why that solution is needed. Data-driven press releases get more traction because they provide credibility and a reason for journalists or analysts to pay attention.
A Reminder of Past News
Unless the press or analysts follow your company closely and are aware of all of your news, the reader likely doesn’t know the other things that have been announced. A simple one-paragraph reminder at the close or a sentence somewhere in the release that bridges to past announcements works well to remind the reader of your broader narrative. This helps build continuity and reinforces ongoing momentum.
Intelligent Links
If the press release includes your boilerplate, it should be on your website. And if it’s on your site, it should help from an SEO perspective. Don’t link everything, but think through which links would help the reader see a more complete story. Introducing a new product? Link to the product page. Announcing a new partnership? Link to a landing page highlighting that partnership. The goal is to make it easy for the reader to explore more without overwhelming them with unnecessary links.
A Strong Boilerplate
Think of the boilerplate as essentially the “About Us” section of the press release. It provides a quick overview of your company and what it does and is the same on all press releases in which you participate (your own, joint, or otherwise). A weak or outdated boilerplate makes your company look amateurish, while a well-crafted one reinforces credibility.
Making Sure Your Press Release Gets Attention
If you are going to issue a press release, ensure you are not just putting it across the wire but actively pitching the news for coverage. While this might be intimidating for some, it’s simply about doing the legwork to understand which journalists, bloggers, and analysts cover that type of news and reaching out with a compelling pitch based on the differentiation you’ve already included in your press release.
Additionally, your press release should be promoted as any other content piece your organization delivers—social media, email marketing, and direct outreach. Treat it like an asset, not just a box to check. And be prepared for the response. If a journalist or analyst expresses interest, ensure your spokespeople are prepped with talking points, supporting data, and a clear understanding of the messaging. The worst outcome is getting attention and being unprepared to capitalize on it.
Final Thoughts
Press releases remain an important part of any PR strategy, but they must be used strategically. A well-crafted press release tells a compelling story, reinforces differentiation, and provides supporting evidence that matters to your audience. However, simply issuing a press release is not enough—it must be part of a broader PR effort that includes media outreach, social promotion, and integration with other marketing initiatives. When done right, press releases help build credibility, brand awareness, and market momentum. When done poorly, they waste time and resources without moving the needle. Choose wisely.