Press releases have been declared “dead” more times than we can count, usually by people still judging them by outdated rules. The truth is simpler and much more interesting. Press releases still matter, but their role has evolved, and so has the strategy behind them.
More than media coverage
One of the biggest misconceptions is that a press release succeeds only if a journalist opens an email and writes a story. That used to be the main objective. Today, media coverage is just one of several ways a press release can bring value. The modern press release is a permanent, authoritative record of what a company has done and why it matters. It shapes how your brand appears in search results, how investors validate information, and how customers separate fact from rumor.
That does not mean journalists never read press releases. When a release contains real news, is clearly written, and respects how media actually works, reporters absolutely look at it. In many cases, the resulting coverage closely mirrors the framing provided in the release. The issue is not that press releases no longer work; the issue is that many organizations misuse them by treating them like blog posts or thinly veiled marketing content.
Relevance over size
Another common belief is that press releases are only effective for massive, household-name companies (e.g. Apple, Nike, etc.). While it is true that only a small percentage of organizations generate coverage based on name recognition alone, size is not the deciding factor; relevance is. Smaller companies can and do benefit from press releases when they announce something genuinely meaningful, whether that is a product launch, leadership change, or industry initiative, and clearly explain why it matters.
What has also evolved is how and when press releases should be distributed. Not every announcement deserves a wire service. Distribution should be intentional, reserved for moments that warrant broad visibility. Other updates can live on your website as optimized content, supported by executive thought leadership on platforms like LinkedIn and targeted outreach to the right reporters. The press release still serves its purpose as an official artifact even without mass distribution.
Press releases are very much alive
Today, press releases support search engine optimization (SEO) and answer engine optimization (AEO), provide clarity for stakeholders, and give journalists a reliable source when they do engage. They do not replace relationships with media, but they reinforce them.
PR is definitely not dead. In fact it’s more strategic than ever; especially in light of increased AI usage. The press release remains a foundational tool, not because it has stayed the same, but because it has evolved alongside the way information is discovered, trusted, and shared.
