You (probably) don't need a press release

This article was first shared as a shorter, condensed version for my Monday Morning PR Minute subscribers. Want actionable insights without the fluff? Sign up to get one quick and impactful PR tip delivered every Monday morning.

If you're thinking, "We need a press release!" - pause for a moment. You probably don’t. Not because your announcement isn’t meaningful or worth sharing, but because a press release often isn’t the most effective starting point for capturing the media's attention. The deeper story - the one that resonates and sticks - isn’t always found in a formal announcement.

The most compelling stories don’t begin with a press release at all. They begin with something more powerful: a pressing problem, a pivotal shift, or a moment that demands change. That’s where your real narrative lives.

Let’s say your organization just launched a new program, rolled out a new service, or updated a framework. That’s an exciting milestone - congratulations! But the launch itself isn’t the story. The real story lies beneath the surface. It’s the reason you did it. It’s the driving force behind the change.

Ask yourself: What challenge or unmet need sparked this initiative? Who is being affected, and who stands to benefit from your solution? Why is this moment the right time to act? Why should the public - or a journalist - care about this development today?

That context is what makes your audience lean in and want to know more. That’s what transforms a simple update into a compelling story. It’s also what journalists - and your broader audience - are truly interested in. They care less about what’s happening and more about why it matters.

Ditch the press release (at least, at first)

Think of a press release as a supporting document, not the star of the show. Use it as a resource to provide additional details, but don’t lead with it when reaching out to the media. Instead, begin with the broader picture - the human impact, the context, the “why now.”

And the next time you catch yourself starting a pitch or announcement with: “We’re excited to share…” stop and take a breath. Then ask yourself: Why should someone outside our organization care about this today? Why does this matter in the bigger picture?

That’s where your story begins.

Of course, that doesn’t mean press releases are useless. With the rise of AI-powered search tools, having a well-crafted press release published online can boost discoverability and help ensure your news is surfaced with the right context. Just don’t mistake it for the pitch itself - that still needs to lead with relevance and resonance.

Ready to boost visibility and amplify your mission? Whether you need PR coaching or full-service support, I'd love to help. Let’s find a time to connect.