I talk to a lot of startup founders and marketing people who can’t wait to issue their launch press release.  

They spend a lot of time testing various headlines, lovingly crafting their opening paragraph, haggling over partner quotes and customer testimonials. Should they use subheads? Bullets? Should they distribute the press release with the CEO’s headshot? Or would a product image work better? 

Is all this effort worth it? 

The “death” of the press release has been declared many times over. True, in the modern era of public relations (once we were pitching via email versus snail mail and mass media platforms started playing catchup to social media platforms) their influence and impact has waned.  

But press releases drive coverage, right?  

Wrong. Issuing a press release does not put your press release in the hands of all your key reporters. 

Issuing a press release is no guarantee of coverage. In fact, issuing a press release can cost you coverage. “The news is out. Why should I cover this story? Says the astute journalist. If you tell everyone your story, there may be no one interested in a secondhand story. 

Does anyone really care about press releases? 

Unfortunately, press releases suffer from overuse – 93% of comms professionals expect to publish a press release in 2025. What’s news to your company might not have news value to anyone else. Too many companies issue trivial press releases which contributes to the sense of nothing ever really being press release worthy. 

But aren’t press releases an important part of your SEO strategy? 

This one is a little more complex. Lots of companies used to issue press releases via major wire services to drive inbound links and website traffic. Then Google updated its algorithm, targeting link farms and other spammy content practices. Suddenly, all the press release wire services had to change their link practices – now all the links are “no follow” links, negating any possibility of being able to buy your way to a stellar page rank. But organic traffic coming from press releases is still a search engine positive event. The more traffic comes to your site, the more Google figures you have some content worthwhile. So, it can help, just not as much as before. 

Why do press releases still exist? 

• As an “official” communication from a company, Coldplaygate aside, would you believe a press release or a social media post? Social media accounts are easily impersonated or breached whereas most major wire services have extensive checks in place to ensure no one issues a release without proper authorization.  

• Most companies have well documented and understood press release approval processes in place. As an official record of a company, a press release is a trusted communications device. 

• Press releases are a well-known and understood structure and, if done well, are useful and good at communicating a story. 

What do we recommend when it comes to press releases? 

• Use your press release to get your story straight. Build internal consensus. Get your messaging in order. 

• Use your press release, under embargo, to pitch key journalists. This is NOT an order to spray it wildly…KEY journalists. Offer them an interview, a customer to talk with, or a chance to get their hands on your product before others do. Give them the chance to do a good story BEFORE the press release goes out. 

• Line up your press release distribution to coincide with the stories journalists will be writing. 

• Put your press releases on your website where people can easily find an official record of the company. 

And, don’t forget that press releases are a very different thing for public companies. There are legal implications that need to be addressed. 

So, should you do a press release?

Only if you’re strategic. Press releases aren’t magic wands—they won’t summon media coverage or SEO wins on their own. But when used thoughtfully, they can be powerful tools for aligning internal messaging, building credibility, and supporting your broader PR strategy.

At CPRM, we help startups and growing brands cut through the noise with smart, intentional communications. If you’re gearing up for a launch—or wondering whether your next press release is really newsworthy—let’s talk.

Ready to make your story matter? Contact CPRM to craft a communications strategy that actually works.