The Press Release Isn’t Dead — And Here’s Why It Still Matters

Despite the rise of influencer marketing, 30-second videos, and social media engagement, one communication tool continues to stand the test of time: the press release.

For decades, it’s been a staple of public relations practice—and contrary to the belief that it’s outdated, it remains essential to how organizations manage narratives and earn trust.

College students studying PR, like me, are still being taught how to write press releases. Students today are being taught that writing and story telling are the top skills employers are looking for so courses such as PR Writing or Media Writing are mandatory.

In these courses, we learn how to utilize correct messaging to attract audiences and tell compelling stories. That fact alone shows that they’re not just relevant, but foundational.

So why are press releases still valued in 2025? 🤔 The reasons are both practical and strategic.

1. They Provide Credible, On-the-Record Information

In a media landscape where misinformation and opinion-based content are common, press releases offer clear, factual, on-the-record statements from an organization. They help journalists verify details, gather quotes, and trace official timelines. In times of crisis or transition, this credibility is critical.

Reporters often need a reliable source of information they can reference and cite. According to FitSmallBusiness, 68% of journalists find press releases the most useful source for content or ideas. This underscores their value as a trusted form of media communication—even in an age of digital-first storytelling.

2. They Set the Record Straight During Crises

When a company is under crisis, the press release acts as a first responder. It communicates the organization’s position clearly and concisely, leaving audiences free of spin or speculation. In fact, many major brands still issue press releases before posting anything to social media during a crisis, because the format is more structured, trackable, and legally sound.

Unlike a tweet or a TikTok, a press release is a record that can be referenced later. This matters when dealing with legal issues, public backlash, or long-term reputational concerns.

3. They Offer SEO and Long-Term Discoverability

Beyond the newsroom, press releases are also powerful digital assets. When optimized with relevant keywords and published online, they contribute to a company’s search engine presence.

While a social media post may disappear in minutes or hours, a press release can live on a newsroom page indefinitely—building visibility and authority over time.

4. They Feed Large Language Models (LLMs)

In the age of AI, press releases now have another important role: training and feeding large language models. AI tools like ChatGPT and Google Gemini learn patterns of language and information by scraping vast amounts of online content—including public-facing documents like press releases.

Because releases are typically well-structured, factual, and written in clear AP style, they become high-value data points for LLMs. This means that what a brand or institution says in a press release may influence how AI platforms describe, summarize, or represent that brand in the future.

In this way, press releases help shape how AI understands and presents the world. Brands that issue well-written, accurate releases not only inform human readers—they also train digital ones. In an era where people increasingly turn to AI for answers, that influence is significant.

5. They Serve as a Single Source of Truth for Multiple Audiences

A well-crafted press release does more than speak to journalists—it also informs internal stakeholders, investors, partners, and customers. It becomes the foundation for other communications: email announcements, social media posts, media pitches, and talking points.

In other words, a press release isn’t just a document—it’s a messaging blueprint.

6. They Teach Core Skills PR Professionals Still Need

The enduring presence of the press release in PR classrooms isn’t just tradition—it’s training. Students are learning to write them because doing so builds essential communication skills: writing with clarity, structuring a narrative, selecting relevant quotes, and following AP style. These are the same skills that power media relations, content creation, communications, and more.

Writing a release also teaches young practitioners how to think strategically: What’s newsworthy? Who are the stakeholders? What’s the key message? These questions are central to all areas of modern public relations.

7. The Takeaway

While the tools and platforms of PR may continue to evolve, the press release remains a vital instrument in the communicator’s toolkit. It’s not flashy, and it doesn’t chase trends—but it delivers what matters: clarity, credibility, and control.

And as long as PR students are being trained to write them—and journalists continue to rely on them—the press release isn’t going anywhere.