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by Serena Ehrlich on Apr 2, 2025 1:30:00 AM
The media landscape is shifting rapidly and press releases remain a powerful tool - if done right. From economic uncertainty to AI-driven disruptions, you must refine your strategies to stay ahead.
Here’s how to craft press releases that break through the noise and drive meaningful engagement in 2025 – based on recent data and insights from The Conference Board, Reuters Institute, Pew Research and Gallup.
5 Press Release Best Practices for 2025
1. Address Economic and Geopolitical Uncertainty Head-On
With nearly half of global CEOs fearing a recession in 2025, and trade tensions rising, businesses must project stability and resilience in their external messaging.
Press Release Best Practices:
✔ Craft releases that highlight your company’s long-term strategy and proactive measures to mitigate risks.
✔ Emphasize transparency—stakeholders expect frequent updates in uncertain times.
✔ Position your executives as thought leaders through media statements that contextualize economic shifts.
2. Optimize Press Releases for AI-Driven News Consumption
Social media platforms and AI-driven search are transforming news distribution. As traditional referral traffic declines, you must rethink how you format and distribute releases.
Press Release Best Practices:
✔ Structure releases with AI-friendly formatting, using bullet points and clear subheadings.
✔ Incorporate multimedia elements (such as GlobeNewswire Media Snippets), including video clips and infographics to boost engagement.
✔ Build direct audience channels through LinkedIn, corporate blogs and AI-optimized newsrooms.
3. Make Leadership Visibility a Priority
Trust in leadership is more critical than ever, with 56% of employees valuing hope and 33% prioritizing trust from executives. Press releases should reflect this need for transparency and strong leadership.
Press Release Best Practices:
✔ Feature CEO commentary in press releases to personalize corporate messaging.
✔ Use leadership-driven storytelling to highlight company vision and stability.
✔ Experiment with video Q&As or interactive CEO statements.
4. Leverage Social Media for News Distribution
With over half of U.S. adults consuming news via social media, you must rethink how to support traditional wire distribution and further amplify your news.
Press Release Best Practices:
✔ Adapt releases into short-form video summaries for platforms like TikTok, Instagram and YouTube.
✔ Tailor messaging for each platform—what works on LinkedIn won’t necessarily perform well on X or TikTok.
✔ Invest in paid amplification for key announcements to maximize reach.
5. Align PR with AI and Marketing Tech Trends
Innovation is the new profit driver—37% of CEOs prioritize product expansion, while 26% focus on AI investments. Your stories must evolve to reflect these shifts.
Press Release Best Practices:
✔ Highlight AI-powered innovations and digital transformation in your press releases.
✔ Collaborate with marketing to ensure AI-driven PR tools align with broader brand strategies.
✔ Use data-driven insights to refine press release distribution and targeting.
The Bottom Line: Press Release Trends for 2025
Press releases are far from obsolete - but they must evolve to match today’s digital landscape.
By incorporating AI optimization, multimedia elements and leadership-driven storytelling, you can ensure your stories resonate in 2025 and beyond!
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