The way people find information online has changed markedly in recent years. Increasingly, audiences are not typing keywords into a search bar; they are asking full questions to tools such as ChatGPT and receiving a synthesised answer without ever visiting a website. For businesses that rely on press releases to build visibility, this is a…
Most businesses tend to follow a familiar pattern when making their press releases: they write it, distribute the final copy through a wire service, and then quietly retire once the news cycle moves on. That leaves a great deal of value on the table. A single release contains a headline announcement, supporting data, direct quotes,…
Every day, newsrooms and inboxes are flooded with hundreds of press releases, and most of them look exactly the same: a headline, a few paragraphs, a quote, and a boilerplate. Journalists skim, and text-only announcements are often the first to be passed over. The releases that do get noticed tend to have one thing in…
A press release has always had two jobs: tell a busy journalist something worth covering, and do it in a format they can use without having to rewrite it. That much hasn’t changed in decades. What has changed is the audience reading it. Alongside reporters and editors, press releases are now increasingly scanned, indexed and…
Businesses are constantly competing for attention, and a single press release announced once a year is no longer enough to hold onto it. Between crowded newsfeeds, shifting search algorithms, and audiences who expect regular updates from the brands they follow, companies now need a consistent stream of news to remain relevant, trusted, and top of…
There’s an old saying that failing to plan is planning to fail, and nowhere is that truer than in press release distribution. A well-built distribution plan gives your story the best possible start, putting it in front of the right journalists, audiences and markets from the outset. Done properly, this combination of reach and relevance…