The Value of Press Releases in 2024

This past month, PR Newswire shared a new report on the 2024 State of the Press Release, uncovering how organizations and communications teams continue to utilize press releases as a trusted vehicle for storytelling and news sharing.

The report also revealed the innovative strategies teams are using to keep press releases at the forefront of the industry while gaining media interest for clients. It seems the press release is here to stay, as 93% of communications professionals plan to send the same or even more press releases in the coming year, according to the report.

How Are Press Releases Adapting to Modern Times?

Visuals matter, especially in today’s world. Photos, videos, infographics and more are key components to press releases and necessary for getting the media and readers’ attentions and extending the life of your story with captivating visuals that carry your message, whatever they might be. This rings true for many PR professionals as 88 percent have used multimedia elements in their press releases.

In addition to an emphasis on visuals, focus in PR has also expanded to include consideration of AI and other technologies as they continue to evolve to remain up to date and knowledgeable on the capabilities that are out there. PR professionals are embracing these advancements, with 26 percent of strategic communicators using generative artificial intelligence (AI) for press release creation, and another 42 percent open to using technology in the future.

Whether you’re launching your first PR campaign for your business or seeking a trusted partner to support your organization’s ongoing communications efforts, don’t overlook the impact of press releases and broader PR strategies. Give HMA a call to learn more about how we can help!