For more than a decade, the press release has been pronounced dead with almost ritual regularity. And yet it continues to play a central role in how news moves from organizations to newsrooms. The reason is straightforward: journalists still use press releases.
Survey after survey confirms this across markets. In Australia, for example, the 2025 Medianet Media Landscape Report found that 83% of journalists use press releases as a story source. While this is Australian data, it reflects a broader reality that holds across European and U.S. markets as well: press releases remain a practical, time-saving input for reporters operating under increasing pressure.
So the real question for communicators in 2026 is not whether press releases matter – but what makes one effective today.
The Death of the Press Release Is Greatly Exaggerated
Press releases do not fail because the format is outdated. They fail because too many of them are written as internal announcements rather than as news.
When press releases are timely, relevant, and easy to use, journalists still welcome them. This is particularly true in an era of shrinking newsrooms and accelerating deadlines. The press release has not lost its purpose; it is simply less forgiving of weak execution.
Which brings us to the fundamentals.
Lead With News - And Be Ruthless About It
A powerful press release still lives or dies by the strength of its opening. It must lead with news, not context, branding language, or scene-setting. News implies urgency and answers the implicit question every journalist asks: Why should I care about this today?
There are many models for defining newsworthiness, and while their terminology varies, they consistently revolve around the same drivers: impact, prominence, timeliness, novelty, and occasionally conflict. These frameworks are not arbitrary; many are rooted in decades of communications research, even if the academic origins are often lost in day-to-day practice.
In practical terms, choosing a single newsworthiness model and using it as a mental checklist can be transformative. If what you are considering including does not clearly trigger at least one of these drivers, it likely does not belong in a press release.
Support Your Message With Proof, Not Promises
Strong claims require strong proof. This is obvious in theory, but frequently overlooked in practice.
If a press release announces a new product, acquisition, or strategic move, the credibility of that announcement depends on concrete data points. These might include performance metrics, adoption figures, customer impact, or independent market data. Proof points signal seriousness and help journalists assess whether a story is worth pursuing.
This also applies to the nut graf – the paragraph that explains why the news matters beyond the organization itself. A strong nut graf quantifies both sides of the equation: what the organization can now deliver, and what broader market conditions make that capability relevant. When done well, it gives journalists instant context without forcing them to do additional research.
Optimize for SEO - and for Generative Engines
In 2026, press releases are read not only by journalists, but also by search engines and generative AI systems. That reality changes how they should be written.
SEO still matters. Clear headlines, logical subheads, and relevant keywords help press releases get discovered. But discovery alone is no longer enough.
Generative Engine Optimization (GEO) builds on SEO by making press releases easier to interpret, extract from, and reuse. This means naming entities explicitly, stating facts cleanly, and offering insights that are concise and quotable.
SEO helps a press release be found; GEO helps it be understood and reused. Effective press releases increasingly require both.
Write Quotes That Sound Like Humans
Journalists rely on quotes because they bring voice and texture to a story. But quotes only serve that purpose when they sound like something a real person would actually say.
The most effective quotes express judgment, conviction, or perspective. They use spoken language, introduce emotion or imagery, and add something new rather than restating the headline. By contrast, quotes filled with buzzwords or vague enthusiasm are often ignored.
A useful test is simple: if a quote could appear on a corporate bingo card, it needs rewriting. Separately, spokespersons should steer clear of overused emotional constructs. As a rule of thumb, the less often someone declares how ‘excited’ they are, the better.
Press Releases Still Power Stories - If You Let Them
The evidence is clear: press releases remain a foundational source of news in Australia, Europe, and the United States. What has changed is not their relevance, but the level of discipline required to make them effective.
In 2026, powerful press releases lead decisively with news, support claims with credible proof, are written for both humans and machines, and include quotes worth publishing. When handled with this level of care, they continue to do what they have always done best: provide journalists with the raw material for accurate, relevant, and compelling stories about organizations and the people behind them.
7 May 2026, at 12:00 PM AEST
In this exclusive two-hour workshop, world-renowned media trainer Jo Detavernier SCMP, APR, will provide media spokespeople with the essential tools to handle interviews with skill and confidence. Whether you’re preparing for a TV appearance, a podcast interview, or an in-depth print feature, Jo will guide you through proven techniques to communicate clearly and steer conversations toward your objectives. Tailored to help you deliver compelling messages across various media channels, this session ensures you’re well-prepared for any interview scenario.
