Here is what I shared in response:

“The short answer: Press releases are most effective when they answer every question I might have and provide assets to support the story.”

“Longer answer: Obviously a release needs to answer the basic who, what, when, where, why, and how. Quotes are great. As a TV producer, as you mentioned, you don't really need quotes. You are just breaking these down for broadcast. However, more TV producers are becoming multi-media producers, which includes digital duties. That's when quotes are really helpful. I include quotes from releases in my web stories all the time. Additionally, a journalist might want to turn a release into a story for social media and will need photos or video clips. If they are attached with the release, that makes it so much easier. News stations may not always use handout material and generally prefer to shoot their own photos and video, but if a local zoo sends out pictures and video clips of a new baby animals, for example, stations will probably always use those because they know they can't go shoot that themselves.”

If your press release is confusing, missing key information, or lacks helpful visuals, most journalists will move on. Clarity and convenience are what matter in 2025.

So what exactly should go into a press release this year? Here is what to focus on.

1. Write the Basics in a Clear and Direct Way

Start strong with the most important details first. Your press release should clearly explain:

• What happened or what is happening

• Who is involved or affected

• When and where it takes place

• Why it matters to the public

Avoid marketing fluff, buzzwords, and vague language. Newsrooms are flooded with press releases, so make sure yours can be understood quickly by someone scanning it for key facts.

2. Include a Quote That Feels Real

Even if the quote is not used in a broadcast story, it may be pulled into a web article. A quote adds context and emotion to a press release. Try to get a comment from someone directly involved in the story rather than a generic line from a spokesperson.

If you are including a quote from a CEO, make sure it sounds like something a real person would say. Avoid overly polished or scripted language.

3. Add Visuals and Downloadable Assets

In 2025, every press release should include a link to photos, videos, or logos that can be used by the media. Reporters and producers are more likely to run with a story if they have visuals to support it. Provide:

• High-quality images

• Short video clips or b-roll in horizontal format for broadcast/vertical format for social media

• Logos in PNG format

• Proper labels and captions

Place all visuals in a clearly named folder or cloud link and make it easy to access. Do not attach huge files directly to the email. Journalists do not have time to dig through large downloads.

If visuals are not yet available at the time of the release, clearly state that in the body of the press release. Then explain how and when they will be available. For example, if a media opportunity is scheduled for a specific day or location, the release should tell journalists exactly what they can expect to shoot, who will be available for interviews, and what kind of footage will be possible.

This is a key part of the job that many PR teams overlook. Press releases that spark interest often lead to in-person coverage. But if a reporter shows up and cannot get usable video or speak to someone on camera, they may abandon the story altogether.

It is the responsibility of the communications team to ensure access is coordinated and clearly communicated. Do not assume the journalist will call ahead to ask. Provide all those details upfront. A good press release does not just explain the story, it also shows the newsroom how to cover it.

4. Make Sure Your Contact Info Is Accurate

Always include the name, phone number, and email address of someone who can answer questions or set up interviews. A surprising number of releases get sent without any real contact information or asking journalists to contact people who are unavailable or even out of town. That is a fast way to lose media interest.

5. Use AI Tools to Improve Readability

I highly encourage PR teams and communications professionals to use artificial intelligence to help write and edit their press releases. Here is why.

AI tools can:

• Rewrite wordy sentences into clear and concise ones

• Format your release in AP Style

• Suggest better headlines and subheadings

• Identify missing information

• Create multiple versions of the release for email, website, and social media

While AI should never replace your voice, it is an excellent assistant. It helps make your release more readable, more structured, and more professional. That is exactly what reporters want.

The Importance of Press Releases in 2025

The purpose of a press release is to help tell a story, not to make a sale. Journalists need information that is accurate, easy to understand, and easy to work with. If your release is clear, includes quotes, and provides visuals, it stands a much better chance of getting picked up.

Press releases are not dead. They just need to be written with the 2025 newsroom in mind. Think of your release as a media-ready story starter, not a marketing brochure.

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