Press Releases in 2026: What Still Works (and What’s Doomed)

Press releases are one of the oldest tools PR professionals use, but their role has shifted. In 2026, journalists and audiences expect relevance, clarity, and multimedia. A poorly written mass email with attachments is now actively harmful. Conversely, a concise release with clear news value and accessible assets remains powerful.

What still works

1. Clear news value: The opening paragraph should answer the classic five W's quickly: who, what, when, where, and why it matters. If the release doesn't communicate a timely or novel reason for coverage, it's unlikely to get attention.

2. Multimedia-first approach: Offer image kits, short videos, and audio quotes. A one-minute B-roll clip or a short, well-edited product demo increases pickup dramatically.

3. Quotes that add perspective: A quote should contextualize the news, not just celebrate it. Use leadership quotes sparingly and prefer subject-matter experts or customers when possible.

4. Accessibility and SEO: Use descriptive headlines and subheads. Include relevant keywords for search discoverability, but prioritize readability. Provide alt text for images and transcripts for audio/video assets.

What’s less effective

1. Mass-email blast without targeting: Generic blasts generate irritation. Tailor releases to outlets and reporters who cover the topic.

2. Attachments instead of links: Attachments increase spam filter risk and are inconvenient for mobile journalists. Host a media kit on a secure link and provide clear asset filenames.

3. Excessive jargon and hyperbole: Avoid marketing fluff. Journalists want clarity and context — give them facts and sources.

Formats to consider

Standard release: Best for product launches and corporate news. Keep it concise — 300–600 words — with clear subheads and one page of additional background.

Data-led release: Releases with original research or data perform well if the methodology is transparent. Include an executive summary and downloadable dataset or visualization assets.

Embed-ready story package: A press release plus pre-written copy snippets, social cards, and a short video clip helps busy reporters publish faster and reduces friction for syndicated content.

Distribution: paid vs earned

Paid distribution can increase visibility but rarely replaces targeted outreach. Use paid services for broad awareness and SEO, then combine with personalized outreach for Tier A opportunities. Track pickup by outlet and referral traffic to determine ROI.

Timing and embargoes

Embargoes still have value when used properly — primarily for complex stories that require reporting time. Always confirm embargo terms in writing and respect journalists’ boundaries. For most product and funding announcements, opt for clear launch times and rapid follow-up.

A modern checklist for every release

• Compelling headline (8–12 words)
• One-line summary under the headline
• First paragraph that answers key questions
• Multimedia assets hosted on accessible links
• Contact details and availability windows for spokespeople
• Boilerplate and background sections
• Clear embargo instructions if applicable

Metrics that matter

Don’t obsess over impressions. Track placements, referral traffic, conversions (trial signups, downloads), and sentiment. Combine qualitative feedback from reporters with quantitative metrics to refine pitch strategies.

Closing thoughts

Press releases survive when they are crafted for human readers and modern workflows. Think like a journalist: be concise, provide assets, and make it easy for a busy editor to say yes. Remove friction, do the research, and use releases as one piece of a broader narrative strategy.