1. One out of four businesses publish more than 10 press releases each year, indicating the frequency and relevance of this communication medium.
2. A whopping 68% of businesses report increased brand or product visibility as a result of publishing press releases.
3. Surprisingly, only 8% of businesses report attracting clients through press releases.
4. Reaching the right journalist is the biggest challenge with press releases for 42% of businesses.
5. Press releases have a longer shelf life than we thought with 30% of businesses reporting that a journalist has contacted them about a release they’ve sent over the wire several months – or even a year or more – after they’ve sent it source.
6. A significant 84% of businesses view the press release as a powerful tool to share company’s news.
7. As many as 63% of companies plan to include multimedia elements (photos, video, graphics etc.) when they send a press release.
8. Companies get 6x more engagement with press releases with multiple images.
9. Thursday is the best day to publish a press release, according to data analysis.
10. "Unique," "cutting-edge" and "exciting" are among the most cringe-inducing terms for journalists to read in a press release.
11. The median annual salary for a public relations specialist in the United States is $62,800.
12. The average pitch to a journalist is 100-200 words.
13. More than 1 in 4 journalists (28%) receive over 100 pitches per week.
14. Journalists respond to just 3% of pitches.
15. A majority of businesses (59%) express “getting responses from journalists” as their biggest challenge in PR.
16. Two-thirds of nonprofits say budget limitations is their number one PR challenge.
17. More than half of brands (57%) want PR pros to tie PR activities to key business initiatives to increase their value in the organization.
18. Slightly over half (51%) of PR pros use news monitoring and media databases daily.
19. In contrast, 49% PR pros do not use news monitoring and media databases daily.
21. A third of press release professionals use email automation software weekly.
22. Half of PR pros use social media tools weekly.
23. Only 1 out of 5 PR pros think timeliness is important when pitching a story to a journalist.
24. Almost half of PR pros say that relevancy of the story to the subject of the journalist is important when pitching a story.
25. An overwhelming 96% of PR professionals say individual emails are the most effective channel for pitching journalists.
26. Half of the PR professionals have never pitched podcasts for their press release.
27. Only a small number (13%) of PR professionals say newswire (PR Newswire, PR Web, Business Wire) is an effective channel for pitching journalists.
28. A surprising 7 out of 10 PR professionals have never pitched newsletters for their press release.
29. The majority of journalists (90%) say it’s OK to send at least 1 follow-up to their pitch.
30. Half the journalists prefer follow-ups after 3-7 days.
31. A large number (8 out of 10) of PR professionals use spreadsheets to store media lists.
32. A third of brands say that they spend the most of their PR budget on PR agencies.
33. The average PR team has 3 core key performance indicators (KPIs).
34. A strong 73% of PR pros believe that "public relations" will need to be redefined in 5 years.
35. One out of three PR pros value written communications over verbal communications.
36. Interestingly, a third of brands do not work with outside PR agencies.
37. The CEO is the most reported decision maker for PR teams.
38. Press releases with headlines between 90 and 120 characters perform the best, yielding higher open rates and interactions.
39. Search engine optimization (SEO) plays a crucial role in the success of a press release, as proper keyword usage and optimization can increase the release's visibility online.
40. Approximately 80% of PR professionals believe that future PR will involve tighter integration with other marketing activities.
41. The first ever press release was issued in 1906 by Ivy Lee, often considered the founder of modern PR.
42. The use of multimedia content can help increase views of a press release by up to 9.7 times.
43. A majority of journalists prefer to receive press releases in the morning.
44. 54% of journalists say they prefer press releases over other types of story pitches.
45. The PR industry is projected to grow to USD 93.8 billion by 2022.
46. The pharmaceutical industry heavily relies on press releases for communication, especially during the COVID-19 pandemic.
47. Press releases that contain direct quotes from company representatives can lend credibility and a human element to the message.
48. Over half (56%) of PR professionals expect to see an increase in their budget in the next 12 months.
49. Video content within a press release can increase engagement and understanding of the information presented.
50. Nearly two-thirds (64%) of PR professionals believe that the PR field has become more digital over the past five years.
51. According to journalists, the number one most annoying habit of PR professionals is following up too frequently.
52. The PR industry employs over 240,000 people in the United States.
53. Despite the rise of digital media, traditional news outlets remain a primary source of information for journalists.
54. Including a boilerplate – a short paragraph about the company – at the end of a press release provides additional information and context about the company.
55. Over 60% of journalists view press releases as a valuable source of news and information.
56. The PR industry is dominated by women, with around 70% of PR professionals being female.
57. Journalists have cited that the lack of personalization is a major reason for disregarding a press release.
58. In 2022, 47% of PR professionals used AI and Big Data to inform strategy.
59. The use of press release distribution services can significantly extend the reach of a press release, ensuring it gets seen by the right audience.
60. In a recent survey, 35% of journalists said they receive 50 to 100 pitches per week.
61. 75% of journalists say they feel pressure to consider how a story will perform on social media.
62. The role of public relations is expanding, with professionals now tasked with responsibilities like social media management and content marketing.
63. Just over 50% of journalists prefer email pitches over other forms of communication.
64. Brand journalism is a growing trend in PR, where companies create their own content to tell their stories.
65. Over 60% of PR professionals believe that measuring the impact of PR activities is their biggest challenge.
66. Including company logos in a press release can increase brand recognition.
67. Nearly 80% of PR professionals believe the industry has changed in the past five years.
68. The ideal press release length is between 400 and 600 words.
69. Inclusion of relevant backlinks in a press release can help boost SEO and lead readers to more information.
70. According to journalists, the best time to send a pitch is between 5 a.m. and noon.
71. Integration of social media in PR strategy has become a standard practice, with more than 50% PR professionals using social media daily.
72. The relevance of the topic is the most important factor for journalists when considering press releases.
73. Only 3% of journalists rely on newswire services as their primary source of information.
74. Building relationships with journalists is considered a key skill for PR professionals.
75. In a recent survey, 45% of journalists stated that virtual press conferences are an effective way to receive information.
76. The inclusion of relevant data and statistics in a press release can help make the message more compelling and credible.
77. Crisis communication is a critical aspect of PR, with professionals trained to handle and mitigate potential damage.
78. The PR industry is heavily dependent on changing news cycles and must adapt quickly to new trends and developments.
79. Nearly 80% of PR professionals are now responsible for content creation and storytelling.
80. In a recent survey, only 1% of journalists said they prefer receiving pitches through social media.
81. Artificial intelligence (AI) is increasingly being used in PR to automate tasks and analyze data.
82. Approximately 30% of PR professionals believe their relationship with journalists has improved over the past year.
83. The majority of PR professionals believe that the future of PR is digital.
84. PR professionals often utilize social media monitoring tools to track brand mentions and sentiment.
85. The press release, despite digital innovations, remains a staple tool in PR.
86. The PR industry is expected to grow 7% from 2020 to 2030, faster than the average for all occupations.
87. A clear and concise headline is one of the most important elements of a press release.
88. PR professionals now need to have skills in areas like SEO and digital marketing to succeed in the digital age.
89. The PR industry has seen a shift toward a more strategic role, with professionals expected to provide insights and counsel on high-level decisions.
90. A large number of journalists believe that press releases provide value, but they must be well-crafted and relevant.
91. PR professionals are increasingly responsible for brand reputation management, ensuring a positive public perception of the company.
92. Infographics in press releases can help simplify complex data and boost engagement.
93. PR is about building and maintaining relationships, not just securing media coverage.
94. Journalists consider timeliness to be one of the most important factors when evaluating press releases.
95. In the digital age, PR is an ongoing process rather than a one-off event.
96. According to PR professionals, the biggest challenge in the industry is measuring the impact and ROI of their work.
97. In a recent survey, 27% of journalists said they use social media to find new story ideas.
98. PR professionals are using more varied forms of content, such as video and interactive content, to engage audiences.
99. In PR, communication is a two-way process. It's not just about sending out messages, but also listening to the public's response.
100. The rise of digital media has led to a shift in PR strategy, with a focus on direct communication with audiences through social media and other online platforms.
Professionally written press releases are invaluable tools for businesses, providing a formal and effective means of communicating company news, achievements, and key messages. They help businesses increase their visibility, shape public perception, and maintain a consistent brand image. The powerful combination of factual content, persuasive storytelling, and targeted delivery makes press releases a significant tool in a company's marketing and public relations toolkit.