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Understanding Today’s Media: Insights from Top Journalists

Join this panel with top journalists to explore findings from the 2024 State of the Media Report.

The 2024 State of the Media Report

Get actionable insight from 3,000+ journalists on what they truly want and need from PR teams.

The Most Attention-Getting Press Releases from May 2022

A look at high-performing press releases from May and other trends for PR pros to know

Here at Cision, we’re always urging clients to take a data-driven approach to their PR strategy, and press release creation and distribution is no exception. In this series, my aim is to provide some insight into the press releases that are making waves on the wire and in the media – and the reason behind it.

I invite you to take a look at some of the highest performing press releases on PR Newswire from the last month and consider which tactics they’re using that you can apply to – and enhance – your own press release strategy.

May releases performing well on

The following releases were among the most viewed in the past month. Was it a compelling headline that made each so popular? Eye-catching visuals and an easy-to-read layout? Take a look and judge for yourself:

May releases with some of the highest multimedia engagement on Cision channels: 

Not surprisingly (to us, at least), press releases with multimedia elements performed quite well in May. The following press releases from last month that exemplify best practices with multimedia – and convey just how powerful multimedia assets can be when telling a story.

Trend spotlight: 'Stranger Things' 

The hit Netflix show was also a hot topic among releases in May. What isn’t strange? Each these releases performed well (and included nice multimedia assets, too):   

Other trending news and keywords for PR pros to know:

The Ukraine-Russia war continued to have an impact on trending news last month. After a slight dip in April, the keyword “Ukraine” appeared in releases on our global wire 780 times in May, up from 568 times in April.

Other trending keywords from May on the Cision network:

The bottom line: You can learn a lot from the press releases (and press release content) that perform well. The more you pay attention, the more insight you can glean around the best practices that capture audiences and increase earned media - and the more equipped you will be to create higher performing press releases for your organization.

Glenn Frates

Glenn Frates is Regional Vice President of U.S. Distribution at Cision. Glenn’s 20+ years experience in content distribution and best practices, global marketing strategies and large-scale operations management has provided him a broad perspective on what does and doesn’t work well in the Marketing/PR arena.