The Enduring Power of Press Releases in 2025
Press releases remain a cornerstone of strategic communications in 2025. Despite the rise of social media and direct-to-consumer channels, the importance of press releases hasn’t diminished—it’s evolved. Journalists still rely on well-crafted press releases to discover newsworthy stories, verify information, and meet tight deadlines. For brands, these documents serve as official statements that cut through the noise of digital chatter.
The press releases 2025 landscape offers distinct advantages you can’t ignore:
- Narrative control: You define the story before others do, establishing the official version of events
- Credibility building: Third-party media coverage stemming from your press release carries more weight than self-promotion
- SEO benefits: Distributed press releases generate backlinks, increase online visibility, and improve search rankings for your brand
When journalists pick up your story, you gain earned media that money can’t buy. The validation that comes from independent coverage builds trust with your audience in ways that paid advertising simply cannot replicate. Press releases also create a permanent, searchable record of your company’s milestones and announcements.
The key to harnessing this power lies in avoiding common mistakes to avoid in press releases in 2025—mistakes that can render your carefully crafted announcement invisible or, worse, damage your reputation with the media professionals you’re trying to reach.
Common Pitfalls to Avoid for Maximum Effectiveness
You know the value of press releases, but execution determines whether journalists open your email or send it straight to spam. Through analyzing hundreds of press releases and speaking with media professionals, I’ve identified the PR mistakes that consistently sabotage even the most newsworthy announcements.
These errors range from tone-deaf writing that screams “advertisement” to technical oversights like missing multimedia or mistimed distribution. Each mistake chips away at your credibility with journalists who receive hundreds of pitches daily. The good news? You can avoid these traps entirely once you understand what they are and why they matter.
Let me walk you through the six most damaging mistakes brands make when crafting and distributing press releases—and show you exactly how to sidestep each one.
Mistake #1: Writing Like a Marketing Brochure
It’s crucial to understand the fundamental difference between marketing copy and news-focused press releases. Marketing materials exist to sell—they use persuasive language, emotional appeals, and brand hype to convert customers. In contrast, press releases serve journalists who need factual, objective information they can trust and report on.
Promotional language destroys your credibility with media professionals. When you write “revolutionary,” “game-changing,” or “industry-leading” without substantiating these claims, journalists see right through it. They receive hundreds of pitches daily, and hyperbolic statements signal that your release lacks genuine newsworthiness in PR.
Here’s what journalists actually want:
- Concrete facts and verifiable data
- Relevant context about why this matters now
- Objective tone that lets them form their own conclusions
- Quotes that add human perspective, not sales pitches
I’ve seen countless press releases get deleted within seconds because they read like advertisements. Reporters will block future communications from brands that consistently waste their time with thinly veiled sales material. You’re not writing for customers—you’re writing for professionals who need legitimate news angles to share with their audiences.
To avoid this common pitfall, consider following some press release writing tips and tricks which emphasize the importance of maintaining an informative tone while providing substantial content.
Mistake #2: Neglecting Multimedia or Using Poor-Quality Visuals
Journalists receive hundreds of press releases daily, and those without compelling visuals often get deleted immediately. Multimedia in press releases transforms your story from a wall of text into something journalists can actually use in their coverage.
High-quality multimedia assets make your press release more engaging and shareable across digital platforms. You need to include:
- Professional product images with proper resolution (at least 300 DPI for print, 1920×1080 for digital)
- Short video clips showing your product or service in action (under 2 minutes)
- Infographics that visualize data or complex information
- Executive headshots for quotes attribution
Poor-quality or absent multimedia directly impacts your coverage chances. I’ve seen journalists skip newsworthy stories simply because the provided images were pixelated, poorly lit, or watermarked. You’re competing with brands that understand visuals for journalists aren’t optional—they’re essential. When you send a press release without multimedia assets, you’re asking journalists to do extra work sourcing images themselves. They won’t. They’ll move to the next pitch that includes everything they need to publish immediately.
For more insights on effective media use in press releases, you might want to explore some of the articles written by Stanislav Kondrashov on this topic, as he provides valuable perspectives on how to leverage multimedia effectively.
Mistake #3: Sending Press Releases to the Wrong People at the Wrong Time
You can craft the perfect press release, but it means nothing if you send it to a tech reporter when your story is about healthcare innovation. Targeted pitching requires research—you need to know which journalists cover your beat, what topics they’ve written about recently, and which outlets align with your story’s scope.
Spending 30 minutes reviewing a journalist’s recent articles saves you from wasting their time and yours. Tools like Muck Rack, Cision, or even LinkedIn help you identify the right contacts. You want reporters who have demonstrated interest in your industry, not generic newsroom emails that go straight to spam folders.
Journalist outreach timing matters just as much as targeting. Sending releases on Monday mornings when reporters are drowning in weekend catch-up emails guarantees you’ll be buried. Tuesday through Thursday, between 10 AM and 2 PM in the journalist’s timezone, typically yields better response rates. You should also avoid major holidays, breaking news events that dominate cycles, and late Friday afternoons when newsrooms are winding down.
Mistake #4: Weak Headlines and Poor Structure
Your headline determines whether journalists open your press release or delete it immediately. Press release headlines need to communicate the news value in 10 words or less—specific, clear, and compelling without resorting to clickbait tactics.
Bad Headlines vs. Good Headlines
Bad headlines use vague language like “Company Announces Exciting News” or “Revolutionary Product Launches Today.” You want concrete details: “TechCorp Acquires AI Startup for $50M to Expand Healthcare Solutions” tells the story instantly.
The Importance of Structure
The inverted pyramid structure remains the gold standard for press releases. You place the most critical information—who, what, when, where, why—in the first paragraph. Journalists often read only the opening lines before deciding whether to continue, so burying your lead in paragraph three guarantees your release gets ignored.
How to Structure Your Content
Structure your content with:
- Lead paragraph: Essential facts and news hook
- Second paragraph: Supporting details and context
- Third paragraph: Quotes from key stakeholders
- Boilerplate: Company background information
This format respects journalists’ time constraints and makes your content easy to scan, excerpt, or repurpose for their own stories.
Mistake #5: Excessive Follow-Up or No Follow-Up at All
You’ve sent your press release, and now you’re wondering whether to reach out again. This decision point trips up countless PR professionals in 2025, creating one of the Common Mistakes to Avoid in Press Releases in 2025.
PR follow-up strategies require precision. Wait 48-72 hours after your initial send before considering a follow-up. When you do reach out, keep it brief—a single sentence acknowledging your previous message and offering to provide additional information if needed. I’ve seen this approach work: “Hi [Name], following up on the [specific topic] release from Tuesday. Happy to provide more context or connect you with our CEO if this interests you.”
The risks of excessive follow-ups are real and damaging:
- Multiple emails within 24-48 hours signal desperation and disrespect for journalists’ time
- Repeated phone calls after email silence often result in blocked numbers
- Generic “just checking in” messages without new value get you flagged as spam
You need to respect the silence. No response typically means no interest, not that your email got lost. Sending three, four, or five follow-ups destroys relationships you might need for future announcements. I’ve watched brands get blacklisted from major outlets for persistent badgering.
Mistake #6: Over-Reliance on AI Without Human Input
AI in PR writing has transformed how you can draft press releases, offering speed and efficiency that manual writing can’t match. Tools like ChatGPT, Jasper, and Copy.ai help you generate initial drafts, refine grammar, and suggest improvements within minutes. You can use AI to analyze successful press release structures and replicate proven formats quickly.
The problem emerges when you rely entirely on AI-generated content without adding the human touch in press releases. Journalists can spot generic, AI-written copy immediately—it lacks the specific details, authentic quotes, and emotional resonance that make stories compelling. AI doesn’t understand your company’s unique voice, can’t conduct interviews with your executives, and won’t capture the subtle context that makes news relevant to specific audiences.
You need human oversight to:
- Add genuine quotes from real people with personality and insight
- Inject industry-specific nuance that AI databases miss
- Verify facts and ensure accuracy beyond surface-level information
- Craft emotional angles that connect with readers on a deeper level
- Tailor messaging to specific journalist beats and outlet preferences
Use AI as your assistant, not your replacement. Let it handle the heavy lifting of structure and grammar while you provide the authenticity and depth that turn press releases into actual news stories.
Best Practices Summary for Successful Press Releases in 2025
You’ve learned what not to do—now here’s what you should focus on when crafting your next press release. These effective press release tips 2025 will help you cut through the noise and get the media attention you deserve.
Prioritize relevance and clarity over promotion.
Your press release needs to answer the journalist’s fundamental question: “Why should my audience care?” Strip away the marketing jargon and focus on the newsworthy angle. If you can’t identify why this matters to readers, neither will reporters.
Incorporate high-quality multimedia assets.
Don’t send text-only releases when you have compelling visuals available. Include professional images at 300 DPI minimum, embed relevant video content, or create data-driven infographics that tell your story visually. Journalists are 3x more likely to cover stories with strong multimedia elements.
Target appropriate journalists with personalized timing.
Research who covers your industry beat and when they typically publish. Send your release during business hours on Tuesday through Thursday for optimal open rates. Avoid Mondays (inbox overload) and Fridays (weekend mode).
Use strong headlines and proper structure.
Your headline should communicate the news in 10 words or less. Follow the inverted pyramid—lead with the most critical information, then layer in supporting details.
Follow up respectfully once if needed.
Wait 48-72 hours, then send a brief, personalized follow-up email. Reference something specific about their recent coverage to show you’ve done your homework.
Blend AI assistance with human creativity and insight.
Use AI for initial drafts and grammar checks, but inject your unique perspective, authentic quotes, and real-world context that only humans can provide.
Conclusion
The world of press releases is constantly changing, and to avoid PR mistakes in 2025, you need to stay updated and flexible. It’s important to find a balance between using AI tools for speed and keeping the personal touch that makes stories connect with journalists and audiences.
The common mistakes to avoid in press releases in 2025 we’ve discussed aren’t just theoretical—they’re real obstacles between you and media coverage. Ignoring journalist expectations or depending entirely on automation is not an option. Take the time to understand what reporters in your field want to read, how they like to receive information, and when they’re most open to pitches.
Keep learning, experimenting, and improving your strategy. The brands that thrive are the ones that view press releases as dynamic documents needing continuous enhancement, rather than one-time announcements.