The report, by PR Newswire, is based on the analysis of over 100,000 press releases and surveying over 665 professionals in the US and Canada. As you can imagine, it makes a strong case for using Press Releases and is ultimately a lead gen piece. But there’s some interesting info to keep in mind:
- The main purpose is brand visibility
- Also used for building relationships with journalists and influencers
- Only 4% do it as part of an SEO strategy
The biggest challenge is not generating as much media pick up as one would expect, and not reaching the right people is the second concern.
60% of Press Releases are about product or service news, followed by events (47%) and company news (42%).
The report covers AI too – 26% of those surveyed said that they used gen AI to craft press releases. About use to to write headlines.
The two more interesting stats relate to performance:
- Action verbs in headlines – The three more performing ones are ‘Announce’, ‘Launch’ and ‘Reports/Reported’
- The following days/times performed better – 10am to 4pm Monday to Thursday
The report covers much more. It’s free – you can download it here:
State of the Press Release Report
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