Beyond the Press Release: Choosing the Right Channel for Your News
Press releases have long been treated as the default output – the first instinct when there’s news to share. New hire? Press release. Product update? Press release. Partnership? You guessed it. But in today’s fragmented media landscape, where journalists are inundated with pitches and audiences consume information across dozens of channels, that reflex deserves a reset.
The truth is simple: a press release is just one tool in your communications toolbox — and not always the right one.
When to Press Send vs. When Not To
To make this practical, it helps to think in tiers — here’s our Greenough take on how to determine the proper format for your announcement based on impact, audience, and visibility:
- Tier One (Market-creation moments): Category-defining launches or news that introduces a new buyer audience often warrants a press release alongside proactive trade and top-tier outreach.
- Tier Two (Market-expansion news): Major platform updates, new capabilities, or bundled offerings may still justify a trade release, but benefit from added narrative context beyond standard boilerplate.
- Tier Three (Customer expansion): Version releases, enhancements, and incremental improvements often resonate more as product briefs, blog posts, or LinkedIn announcements — formats that speak directly to engaged users rather than a broad broadcast audience.
- Tier Four (Customer retention): Bug fixes, minor features, and routine updates generally do not require press releases. Customer emails, help center updates, blogs, or social posts are often more effective.
Alternative Ways to Share News
There are many ways to share news without issuing a formal release, often with greater impact:
- LinkedIn or CEO/founder articles: Ideal for timely, personal storytelling that drives direct engagement—particularly in B2B spaces. In fact, 97% of B2B marketers use LinkedIn for content marketing, making it one of the most effective platforms for reaching professional audiences.
- Blog posts or newsroom stories: Owned content allows for depth, context, and SEO value that a traditional release can’t always support.
- Product briefs or customer letters: Best suited for updates that primarily matter to existing customers and stakeholders.
- Social posts with visuals: Extend the life of your news and highlight specific benefits, not just the announcement itself.
Press Releases in the Age of AI
Even as press releases remain a foundational communications tool, AI-powered search and content platforms are changing the rules for visibility. Recent data from BuzzStream shows that syndicated press releases – distributed through wires or republished on Yahoo, MSN, or other channels – accounted for just 0.32% of news citations and 0.04% of all AI-generated references, while original editorial content made up 81%. Owned newsroom stories and editorial coverage consistently outperform syndicated releases, highlighting that simply sending a press release is no longer enough to stand out.
What does this mean for communications teams?
- Intentional strategy matters more than ever. A press release without supporting outreach, earned media, or owned content may generate impressions but won’t drive AI “share of model” or meaningful citations.
- Earned and owned coverage carry weight. Data shows that when AI models cite sources, they favor original reporting from news outlets or corporate-owned newsroom content rather than syndicated or wire-distributed releases.
- Visibility requires context and amplification. A strong press release today is part of a broader ecosystem: paired with blog posts, social posts, thought leadership, and targeted media engagement to ensure the story is discoverable and trusted by both humans and AI.
In other words, what may have helped you win share of voice in traditional media won’t automatically translate in AI-driven discovery. Press releases remain relevant, but they need purpose, amplification, and integration with original content to truly make an impact in a world where AI is increasingly shaping how audiences – and search engines – find and cite information.
Measuring Success Beyond the Wire
Effective communications today is about more than sending a message, it’s about driving engagement, fostering meaningful conversations, and supporting broader business goals. The data backs this up: more than 9 in 10 communications professionals now repurpose press release content across social media, blogs, and owned channels, recognizing that distribution alone rarely delivers the impact teams need.
Press Releases Still Have a Place
With all that said — press releases absolutely still have a role (check out the 2025 State of the Press Release Report).
They remain one of the most effective tools for major announcements: corporate milestones, category-defining launches, original data, executive leadership changes, or strategic shifts that warrant broad visibility and editorial attention.
The difference is intentionality. The strongest releases are built with purpose — anchored in a clear “why it matters,” supported by strong visuals, structured for readability, and targeted to the right audience.
Used strategically, a press release can amplify momentum and credibility. Used by default, it risks becoming noise.
The Bottom Line
Whether in public relations, product, or operations, the smartest companies think strategically about how they share news. The question isn’t always can we issue a press release? —it’s what’s the right way for this news to be seen, read, and remembered?
What our clients say
Ameresco
Leila Dillon, SVP, Corporate Marketing and Communications
It's clear that the Greenough Communications team has a deep understanding of the clean tech and climate transition spaces. Within the first month of working together, they were able to land interviews with The Washington Post, The New York Times and Canary Media, just to name a few! Since working together, we've seen our media coverage and quality increase significantly across the board. We value Greenough's partnership are looking forward to our continued work together.
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Mariana Just, Vice President, Marketing
We started working with Greenough Communications over a year ago, and it's been a fantastic journey. They really understand who we are at Acrolinx and what we want to say. Their ability to amplify our message in a crowded AI space has been impressive, delivering solid media results in the outlets that matter, securing the AI Breakthrough Award, and boosting our executive team's social media presence. As we continue our partnership, we're excited about expanding our reach and market presence, building upon our refreshed positioning and messaging with Greenough's expertise guiding us every step of the way.
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Steven Curwood, Director of Corporate Marketing
At IQE, one of our goals is to demystify the vital role compound semiconductors play in the industry and the future of innovation. As we aim to broaden our brand's reach in the U.S. market, finding an agency that understands our technology and the intricacies of our work is crucial. Greenough Communications stood out as that agency from the start. In the short time we've worked together, they've already validated our choice with opportunities in key media, including CNBC, NPR, and the U.S. trade media that will move the needle for our brand and message. There's much ahead for us, and we're excited to have the Greenough team by our side.
Arbella Insurance
John Donohue, CEO
Our Greenough team has excelled in learning our business and our challenges and has been extremely effective in developing and executing a PR strategy that helps drive our success.
Wolters Kluwer Health
André Rebelo, Global Marketing Communications & Public Relations
Our Greenough team has been a strategic asset in sustaining targeted growth in our PR and external communications. The team really operates like an extension of our internal team, aligned and effective. They've deftly balanced the needs of multiple sub-groups' objectives and needs, getting great results in the publications our customers read.
GlobalFoundries
Laurie Kelly, Chief Communications Officer
Greenough Communications has been more than just a PR agency for us at GlobalFoundries; they've been true partners. From navigating our IPO to driving impactful education campaigns like the one leading up to the passage of the CHIPS Act, they've been instrumental in showing the world our leadership role in this new technology era. Their knack for building connections with the industry and our team, including our executives, has been impressive. Every year, we throw new challenges their way, and they keep delivering. As we move ahead together, we're excited to keep pushing the boundaries, sharpening our brand narrative, and taking our brand awareness to the next level.
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