State of the Media 2023 Report

We surveyed 3,000 journalists globally to reveal challenges, industry evolution with technology, and implications for communications professionals. 


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The Press Release Advantage: Winning Over Audiences with Newsworthy Content

Make the most of PR’s most effective tool: the press release

Of all the tools public relations professionals have in their arsenal, the press release remains one of the most powerful for getting a client's story in front of a wide range of audiences. Cision’s annual State of the Media report consistently shows that the majority of journalists want to receive press releases from PR pros. Journalists repeatedly cite press releases as their number one source for generating content or story ideas. Our data also show that millions of visitors go to every week specifically to view press releases.

Some organizations, however, don't always take advantage of the press release as a platform to announce newsworthy information to journalists, customers and other key stakeholders. Oftentimes, that obstacle lies in not realizing which information is newsworthy.

In this guide, we're uncovering all the newsworthy reasons to send a press release – and how to go about it – so you don't miss an opportunity to promote your brand or engage current audiences while winning over new ones.