Purpose, Process, and Pitfalls

How to Use Them without Wasting Your Time

Press releases are one of the most overused yet misunderstood PR tools. This chapter breaks down when they add value and when they don’t, how to write them in a way that carries weight, and how to publish and distribute them effectively. You’ll learn to treat press releases as anchors in your communications plan—not as shortcuts to earned media—and how to make them work for investors, analysts, customers, and journalists alike.

When (and When Not) to Use a Press Release

Press releases are often misunderstood. They are not press coverage—they are official company statements. Used well, they build credibility and become part of your public record. Used poorly, they waste time and dilute your message.

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Anatomy of a Press Release: How to Write One That Works

Press releases follow a century-old format because it works. Done right, they communicate credibility, clarity, and authority. Done wrong, they sound like fluff and reflect poorly on your brand.

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Getting It Out There: Distribution & Integration

Even the best-written press release accomplishes nothing if it sits unpublished. Distribution is how your release becomes visible—to journalists, investors, analysts, customers, and the general public. But remember: wire distribution ≠ press coverage.

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