According to PR Newswire’s “2024 State of the Press Release” report, press releases remain a vital tool for PR professionals despite media industry changes. The survey found that 93% of PR professionals plan to maintain or increase their press release volume in the next year.

Press releases remain journalists’ preferred method for receiving news, with 74% stating they prefer them for announcements.

The report highlights AI’s growing role in press release creation, with 26% of PR professionals using AI for headline writing and body copy tasks.

While many are cautious, 42% are open to adopting AI soon. AI is mainly seen as a tool to boost efficiency rather than replace human creativity.

In addition to immediate news coverage, press releases offer long-term SEO benefits, helping boost a brand’s authority. Over half of respondents cited this SEO value as a critical benefit of distributing press releases via trusted services like PR Newswire.

PR professionals craft concise headlines between 51 and 100 characters to maximize engagement, with verbs like “reveal” and “unveil” driving more interest. Using multimedia assets like photos and videos also boosts press release performance, increasing media coverage opportunities.

Multichannel distribution is also rising, with 92% of respondents reusing content on social media, blogs, and video platforms. This approach helps brands amplify their messages and reach wider audiences across multiple touchpoints.

The report noted a 40% increase in AI-related mentions in press releases, particularly in finance-related industries. AI mentions across all industries rose 15% over the past year, reflecting the growing importance of this technology in business communications.

However, PR professionals face challenges, particularly as newsrooms continue to shrink. Journalists report being too under-resourced to cover all pitches, making it critical to optimize press releases with multimedia and engaging headlines to stand out.

Despite these challenges, the press release remains resilient, with 93% of PR professionals maintaining or increasing their output.

PR Newswire advises distributing releases during peak traffic hours—Tuesday to Thursday from 10 a.m. to 4 p.m.—while avoiding crowded release times to gain visibility.

With AI and multichannel strategies rising, the press release continues to adapt to modern communication needs. PR Newswire’s 2024 report highlights how brands can maximize the impact of their press releases in an increasingly complex media landscape.