In the fast-paced, algorithm-driven media landscape of 2025 dominated by social media virality, influencer marketing, and AI-generated content one might wonder: is the traditional press release still relevant?
The answer, surprisingly, is a resounding yes but with a twist.
Once considered the gold standard of corporate communication, the press release has undergone a transformation. While the core principle remains delivering accurate, timely, and concise information how it is written, distributed, and consumed has changed dramatically.
From Print to Pixels: The Press Release Evolves
“Today’s press release is no longer just a rigid block of text,” says Lydia Mokoena, Head of Communications at Digital Africa Media. “It’s now an integrated piece of multimedia storytelling, often including videos, infographics, hyperlinks, and quotes tailored for both journalists and public consumption.”
Indeed, most press releases in 2025 are no longer issued solely for the newsroom. Companies now craft releases with SEO optimization, shareable visuals, and social media-ready language to appeal to a broader audience.
What’s more, press releases are now routinely published directly on corporate websites, LinkedIn pages, and brand blogs making them less reliant on being picked up by traditional media outlets and more focused on controlling the narrative.
Still Trusted, Still Useful
Despite the rise of influencer content and real-time updates on X (formerly Twitter), journalists still regard press releases as valuable sources of verified information.
“Press releases give us structured, credible data names, quotes, figures that we can fact-check and reference,” says Tunde Okonjo, a business journalist with The Lagos Post. “When done well, a press release can still drive the news agenda.”
In fact, with the deluge of misinformation and unverified content online, the press release has regained importance as a trusted and attributable source particularly during crises, corporate announcements, or public disclosures.
Press Releases in the Age of AI
Artificial intelligence has further reshaped the press release landscape. Platforms like OpenAI and Grammarly Business are now being used to draft, edit, and optimise releases in seconds.
But the human touch still matters. Communications experts warn that overly generic, AI-written releases lack the nuance, tone, and strategic messaging that define impactful public relations.
“AI can assist, but it shouldn’t replace critical thinking and storytelling,” says Michelle van der Walt, a senior PR strategist in Cape Town. “Relevance in 2025 is not just about information it’s about insight and impact.”
What Makes a Press Release Relevant Today?
To remain effective, today’s press releases must be:
- Timely and newsworthy
- Tailored to specific audiences or sectors
- Visually engaging (images, video clips, or charts)
- Distributed across multiple platforms
- Search engine optimised (SEO)
- Written in clear, compelling language
Final Word: Reinvention, Not Retirement
So, is the press release dead? Far from it. In 2025, it’s not just alive it’s evolving.
As the media ecosystem continues to shift, the press release remains a foundational tool for corporate transparency, reputation management, and strategic communication. It’s no longer just about informing the press—it’s about shaping perception, building trust, and engaging the public in real time.
In the digital age, relevance isn’t static—it’s earned. And the press release, once again, is proving its worth.
