The Benefits of Press Releases (and How to Write One That Actually Gets Coverage)

Press releases still work—when we give people real news in a clean, credible format. After shipping releases for product launches, funding rounds, leadership hires, and even building purchases, we learned two truths: newsworthiness beats everything, and clarity wins more pickup than cleverness. Below, we break down the benefits of press releases and a simple, repeatable way to write one that journalists can use.

What is a press release (and why it still matters)?

A press release is a concise, news-style announcement for public consumption and newsrooms. It states the who, what, when, where, and why in a format editors can scan and turn into a story. It’s not an ad or a sales page—hype gets ignored. Typically, we publish a release in our online newsroom, distribute it through a newswire, and send it directly to targeted journalists. The format endures because:

• Owned narrative: We control the headline, facts, and framing. That’s crucial for reputation management and crisis communication.
• Journalist-friendly: Editors still rely on factual, scannable releases that make coverage fast and low-friction.
• Everywhere in minutes: Modern distribution hits newsrooms, sites, search, newsletters, and social quickly.

Do press releases still work in the digital age?

Yes—if the announcement is genuinely newsworthy and the writing is easy to skim. We’ve learned not to expect distribution alone to create magic. “Google News” visibility isn’t a shortcut to viral traffic; journalists still choose what to run. On SEO, most wire links are nofollow, so don’t bank on rankings. Do expect discoverability, referral traffic, and authority signals when credible outlets reference your news. For real estate pros, think launches of new developments, brokerage expansions, market reports, notable transactions, and community initiatives—these earn attention when they clearly impact readers today.

12 business benefits of press releases

1. Brand visibility: A single, well-distributed release can appear across multiple outlets and databases, expanding awareness.
2. Control the narrative: Set the facts and context on your terms—vital during leadership changes, pivots, or sensitive updates.
3. Media relationships and credibility: Consistently solid releases earn trust and make reporters more likely to engage.
4. Website traffic and SEO: Optimized releases can rank for timely searches and spark high-authority mentions that drive qualified visits.
5. Industry authority and thought leadership: Share insights, research, and innovations that position you as a go-to voice.
6. Reach new markets and demographics: Target distribution by geography, language, or vertical to expand your audience.
7. Multimedia engagement: Images, video, and infographics increase time-on-page and shareability.
8. Content strategy fuel: Repurpose your release into a blog post, email, social thread, and sales enablement.
9. Cost-effective ROI: Compared with many paid placements, strong releases can earn coverage and links efficiently.
10. Investor relations and sales support: Useful for signaling traction, milestones, and credibility to stakeholders.
11. Fresh website content: An active newsroom encourages repeat visits and gives search engines more to index.
12. Reputation and crisis management: Timely, factual releases reduce speculation and reset the public record.

Bonus we’ve seen internally: a well-crafted release boosts team morale and alignment around wins.

Press release vs. media alert vs. press statement vs. press conference

When should we issue a press release?

If you’re asking “is this truly news?”, you’re already thinking like a newsroom. Strong candidates include:

• Product launches, major feature releases, or development unveilings
• Funding announcements and acquisitions
• New office openings, market entries, notable leases, or building purchases
• Significant hires or leadership changes
• Original research, data reports, or industry-impacting milestones
• Strategic partnerships or regulatory clearances
• Awards, community impact, or high-profile events

Timing: Midweek, mid-day tends to perform well (roughly 10:00 AM–2:00 PM local). We often schedule off the top of the hour (e.g., 10:03) to avoid crowded send windows. Avoid major holidays and high-noise industry events unless your news hooks directly to them.

Frequency: Publish as often as you have material news. We map a lightweight PR calendar each quarter—launches, research, seasonal moments—to avoid last-minute scrambles and keep momentum.

How to write a press release: step-by-step

Keep it to one page if you can; two max with generous spacing and subheads. Journalists scan fast—make every line do work.

1. Prepare
   • Define the goal (coverage, interviews, signups, attendance).
   • Identify the audience (beats/verticals) and specific journalists.
   • Assemble facts and proof (stats, timelines, pricing, availability).
   • Secure concise quotes (executive, customer, or partner).
   • Line up visuals (1–3 images/video) and a link to a media kit.
   • Assign a responsive media contact (name, email, phone).
2. Top matter signals professionalism
   • “For Immediate Release” (or embargo details).
   • Media contact block at the top.
   • Headline: clear, benefit-driven; include your brand and the news.
   • Subheadline: one sentence adding a key metric or detail.
   • Dateline: CITY, STATE/COUNTRY — Month Day, Year.
3. Lead paragraph (the 5 W’s in 3–5 lines)
   • State who, what, when, where, and why it matters. Don’t bury the lede.
   • Tie to a timely hook, local impact, or market trend when possible.
4. Body copy: context and credibility
   • Third person, active voice, neutral tone. No fluff.
   • Add one to two insight-rich quotes; avoid repeating facts in quotes.
   • Include specifics: features, pricing, availability, supporting data with sources.
   • Use short paragraphs, bullets, and subheads for scannability.
   • Add 2–4 relevant links (product, research, bios, media kit).
5. Boilerplate (“About [Company]”)
   • 1–3 sentences covering mission, market focus, scale, credentials, plus URL.
6. Media contact
   • Name, title, email, phone, newsroom URL.
7. End notation
   • Close with three hash marks: ###

Length: 300–600 words is the sweet spot (we aim for ~400–500). For real estate announcements—like a brokerage entering a new market—err on clear, local facts and a strong photo; skip superlatives.

Essential elements checklist

• For Immediate Release (or embargo)
• Media contact block
• Headline and subheadline with the news and brand
• Dateline (CITY, STATE/COUNTRY — Month Day, Year)
• Lead paragraph: 5 W’s and a clear benefit
• Body with specifics, quotes, data, and links
• Boilerplate (“About [Company]”)
• Call to action and media kit link
• ### end notation

Style and SEO best practices

• Write in third person, active voice; follow AP style where possible.
• Use descriptive nouns/verbs; prefer numbers over adjectives.
• Primary keyword in headline/lead, one to two secondary keywords in body.
• Compress images, include descriptive alt text, and link internally to a fast, relevant page.
• Proofread ruthlessly—typos and inconsistencies kill credibility.

From experience: concise, tweet-length headlines travel farther; we also embed low-res images in the release and link to high-res assets in a cloud folder—never attach huge files.

Distribution, timing, and promotion

• Owned channels: Post to your online newsroom and blog; email it to subscribers and key stakeholders.
• Newswire/distribution partners: Use based on goals, sector, and budget. Options range from budget platforms to enterprise networks (e.g., PR Newswire/Cision, Business Wire, Meltwater). Costs vary widely—from dozens to thousands—usually buying depth and tier, not guaranteed coverage.
• Direct outreach (highest ROI): Pitch specific journalists by beat with a brief, personalized note and a link to the release. We consistently see the best pickup when we do both: publish and pitch.
• Social and community: Share to LinkedIn, X, and vertical groups. Encourage employees and partners to repost. For real estate, prioritize regional business journals, local associations, and trade publications.
• Localization and inclusivity: Adapt headlines, measurements, and examples; provide translations when relevant; consider cultural nuances in imagery and tone.

Expectation setting: Only a fraction of releases earn meaningful editorial pickup. Angle and targeting matter more than the distribution package. Measure beyond clippings: track referral traffic, branded search lift, inbound media inquiries, and conversions.

How to measure success and ROI

• Media results: Number and quality of pickups; accuracy; top-tier vs. niche outlets.
• Search and links: Backlinks earned (quality/relevance), ranking for the release and target landing page, branded/non-branded search lifts.
• Traffic and engagement: Referral volume, time on page, downloads/registrations, social shares/comments.
• Pipeline impact: Media inquiries, demo/tour requests, partner interest, investor outreach, and sales/conversions attributable via UTMs.

We tag links with UTMs, monitor analytics for the first 72 hours, and revisit performance at 7 and 30 days to capture delayed pickups.

Common mistakes to avoid

• Burying the lede or writing a vague/clickbait headline
• Announcing non-news with hype or superlatives
• Walls of text; no subheads, bullets, or quotes
• Missing essentials (price, date, availability, location, contact)
• Stats without sources; broken or excessive links
• Attaching massive files instead of linking to a media kit
• Spray-and-pray pitching to irrelevant reporters
• Listing a non-responsive founder as the only contact; slow replies cost stories
• Relying 100% on AI-generated copy—edit tightly for accuracy and voice

Press release template (copy/paste)

FOR IMMEDIATE RELEASEMedia Contact: [Name, Title, Email, Phone]Headline: [Company] [Announces/Launches/Reports] [What] to [Impact/Benefit]Subheadline: [One concise sentence with a key metric, timing, or differentiator][CITY], [STATE/COUNTRY] — [Month Day, Year] — [Company], a [short descriptor],today [announced/launched/unveiled] [the news in one sentence: what’s new and why it matters].[One to two sentences of context: who it helps and the size of the problem/opportunity.]“[Insightful quote that adds perspective],” said [Name, Title] of [Company]. “[Optional second sentence.]”The [product/initiative/event] includes [key features or details], available [date/region/price].Early customers/partners such as [Name(s)] have [specific result or testimonial]. Additionalinformation and media assets are available at [link to landing page/media kit].[Optional second quote from a customer/partner]: “[Outcome-focused statement],” said [Name, Title] of [Organization].About [Company][1–3 sentences on mission, market focus, scale, and notable credentials.] Learn more at [URL].Media Contact[Name, Title][Email] | [Phone][Newsroom URL]###

Quick pre-launch checklist

• Is the story timely, relevant, and clearly useful to readers right now?
• Does the headline state the news and the brand (no teasing)?
• Do the first 2–3 sentences cover the 5 W’s and a benefit?
• Do quotes add insight rather than repeat facts?
• Are data points accurate and sourced? Are links correct?
• Is there a strong image/video and a clear call to action?
• Is the boilerplate current and contact info complete?
• Have we scheduled at a smart time and briefed spokespeople?
• Is our journalist list relevant, and is each pitch personalized?

FAQs

What’s the optimal press release length?

300–600 words (we aim for 400–500). Keep it scannable with short paragraphs, bullets, and subheads.

When’s the best time to publish?

Midweek, mid-day (10:00 AM–2:00 PM local). We often schedule off the hour (e.g., 10:03) to avoid crowded sends. Avoid major holidays and industry-noise peaks unless your news ties to them.

Do small businesses and startups benefit?

Absolutely. Lead with a local or niche angle, showcase outcomes (numbers, customer quotes), publish in your newsroom, and pitch targeted reporters. Use paid distribution selectively for big milestones.

Do press releases help SEO?

They can lift discoverability and referral traffic. Most wire links are nofollow, so don’t expect big ranking gains—but quality mentions and coverage help your brand’s overall search footprint.

Should we include multimedia?

Yes—1–3 relevant assets improve engagement and pickup. Embed light files; link to high-res in a media kit with clear captions and alt text.

How often should we publish?

As often as you have real news. We plan a simple quarterly PR calendar (launches, research, hiring, seasonal initiatives) to maintain momentum without manufacturing announcements.

Press release vs. pitch—what’s the difference?

The release is the public record with full details. The pitch is a brief, personalized email to a specific journalist explaining why their audience will care now. Use both for best results.

Can we write in first person?

No. Use third person and a neutral, factual tone. Reserve first person for quotes.

Any budgeting tips?

Distribution can cost from tens to thousands. The upgrade typically buys reach and placement, not guaranteed editorial interest. Angle and targeting drive ROI.

Bottom line

A strong press release is concise, factual, and genuinely newsworthy. Combine clear writing (no fluff), smart timing, targeted distribution, and fast follow-through with personalized pitches. Measure what matters—coverage quality, traffic, inquiries, and conversions—and iterate. Do this consistently and your releases won’t just “announce”; they’ll grow visibility, credibility, and pipeline.