Press releases aren’t what they used to be. In the age of LinkedIn and real-time posting, they’re no longer a company’s primary way to share news with the media.
If a company wants the industry to know something right away, it will post on LinkedIn, share an Instagram story, or make a tweet.
While they may seem outdated or tiresome at times, press releases are still essential for businesses to keep its media partners informed before news breaks while also building trust with stakeholders.
Plus, they could turn into editorial features for a trade publication.
When NOT to Send a Press Release
But that doesn’t mean every announcement deserves one.
As an editor, I got tired of press releases pretty quickly. I can tell you first-hand that most publications won’t publish news about your recent hires, your new-and-improved website, or which tradeshows your company will attend this year.
While these things may be relevant to your business, they don’t have implications for the broader industry. So why would their readers need to know about it? They don’t.
Most importantly, don’t publish a press release if your team isn’t fully aligned on the message. Avoid publishing news about company partnerships that aren’t official on paper or news your sales team hasn’t been made aware of yet. Misalignment can cause internal issues with your team and kill your company’s credibility.
When a Press Release Is Worth It
Now that you know when NOT to publish a press release, let’s talk about when it’s warranted. If you’ve got the right angle, these news announcements will land with editors and appear in their trade publication if it’s the right fit.
Product launches always caught my attention as an editor. In CEA, technology is an essential part of food production. Not to mention, our grower audience was always interested in the latest piece of tech that could help streamline operations.
Any journalist knows the phrase “if it bleeds, it leads.” While different in a B2B context, the saying still rings true in 2026. News about company bankruptcies or crisis responses are always of interest to readers. Plus, by getting in front of these scenarios, you’ll help establish credibility.
On the flip side, company expansions or being the first to bring a product to market are also press release-worthy events. While they’re eager to share not-so-great news about your business, editors are just as eager to share when you’re doing something right.
It’s all about your angle and how you frame the news.
How to Write a Press Release That Gets Published
In order for your press release to get published, an editor must read it. And for that to happen, you have to write a headline and hook they simply can’t resist.
In most cases, the press releases that make it into print have a gripping headline that implies what it will cover. To achieve publication, however, the rest of the release must deliver on that headline effectively.
Knowing what editors are looking for and how to get their attention is one thing, but writing a solid press release is another. To make sure your work gets published, leave these things out of your writing completely.
- Unnecessary adjectives. We get it — your company has the most advanced, cutting-edge, shiny new piece of tech the industry has ever seen. Choose one of those words and start explaining what the technology actually does.
- Empty quotes. As an editor, I would typically leave quotes out of the press releases we published. Unless an industry expert explains what this news means for a company or how a piece of technology works, their quote doesn’t need to take up space.
- Extra information. If you’re sharing a press release about a recent expansion, stay focused on that. You don’t need to mention recent accolades your company has earned, the latest tech it has created, or its origin story — it’s not relevant to the piece as a whole.
But what should you include in your press release? The points below are a good place to start.
- The news in the first sentence. State who did what and why it matters at the very start of the release.
- Meaningful quotes. Make your quotes do some work. Have your CEO offer expert insight or explain what the news in this press release means for your business.
- Specific details and data. Include concrete numbers and data points to prove this news has real applications in the industry.
- Contact information. Adding a media contact at the end of your press release is essential so editors know who to get in touch with if they have follow-up questions.
With advice on what to include and what NOT to include in your press release, you’ll see your company get the coverage it deserves.
Looking back at your recent press releases, how many follow these guidelines? If few of them do (or none at all), don’t sweat it. But next time you have exciting news to share with the media, use these tips to make sure your release gets picked up by trade publications.