“The press release is dead.” It’s a statement that comes up regularly. But ask journalists themselves, and you’ll get a very different answer.
According to The Great Press & PR Survey 2026, 44% of journalists consider press releases very important to their work. Last year, that figure was 38%. So the press release is alive and well. The only question is: how do you make yours stand out?
You have five seconds
Three-quarters of journalists decide within five seconds whether a release has news value—up from 61% last year. Nearly half read no more than a quarter of what comes in. The good news: inboxes are getting quieter. 52% receive a maximum of five press releases per day, compared with 39% last year. There’s more room for your news, but less patience. So put the key message in your subject line and your opening sentence.
What journalists really want
It’s less glamorous than you might think:
usable visual assets (64%)
simple links to additional information (58%)
the word “Press Release” in the subject line (41%)
What journalists consider less important: formatting (24%) and mobile readability (10%). A polished design doesn’t make something newsworthy. A good photo does help.
Journalists search for information themselves, too
Nearly two-thirds of journalists (62%) visit the online newsroom of organizations they write about. They look there for previous press releases, visuals, and contact details. Their main requests: more high-resolution images (42%) and contact details that are easier to find (42%). Try it out in your own Newsroom: can a journalist download a photo within ten seconds and know whom to call?
Following up is fine—with a reason
42% of journalists have no problem with follow-ups, as long as you add something of value. Think of an additional statistic, an exclusive quote, or a spokesperson who is available today. A quarter consider follow-ups intrusive by definition, so it’s best to avoid calling just to ask whether your release arrived.
AI as a tool, your story as the foundation
Journalists notice when a press release feels generic. What bothers them isn’t the technology itself, but what goes wrong when AI is used without direction: clichéd sentences, no distinctive voice, and doubts about accuracy.
Used well, AI does the opposite. It helps you reach a sharp news angle, a strong subject line, and a clear structure more quickly. As long as your story, your data, and your tone form the foundation—and you verify the facts yourself—AI works to your advantage.
How to make sure your press release gets read
The press release is very much alive, as long as you write it with journalists’ needs in mind. A clear subject line, the news in the first sentence, strong visuals, a link to more information, and copy in your own voice.
That’s exactly where Presscloud can help: with smart AI support and PR expertise, you can turn your news into a press release that passes the five-second test and reaches the right journalists. Curious how much media attention your company could generate? Try Presscloud and find out for yourself.
