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Press releases have not always been digital.
The very first was written in 1906 by a PR pioneer called Ivy Lee. After a large train accident in the United States, he made a written statement and delivered it to journalists by hand, so that they could accurately report the story. Over time, press releases from paper to fax machines have been moved and finally to an e -mail.
Now we are more than a hundred years later and press releases have become completely digital. They are optimized for search engines, published online and shared on the internet. But with more than ten thousand press releases that go out every day, most of them are ignored. Why? Because they are too long, too light and too impersonal.
The truth is that a great press release still has strength. It can increase the visibility of your brand, you in the media countries for the media countries, deliver valuable backlinks and even generate leads – if you know how to do it right.
Here you can read how you write one that actually gets results in 2025.
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1. Start with a head that attracts attention
Your head is your only shot to let someone stop and read. You only have a few seconds to let it count. So skip the fashion words and cut the fluff. Keep it short, clear and focused on the outcome.
For example:
Instead of saying: “Company XYZ announces product expansion in Europe”, try something like, “Company XYZ expands to five new cities after an enormous growth in the beginning of 2025.”
Or instead of “startup launches an AI-driven platform to help companies,” say “New AI tool helps companies reduce the support costs by 40%.”
Do you see the difference? One is vague and forgetful. The other is specific and ensures that you want to learn more.
2. Write as a person, optimize as a pro
It is not enough to have a good head – the rest of the release must also keep attention. That means writing in clear, simple language. No business jargon. No filler. Just say what is important, in a way that real people will actually want to read.
Consider search engines at the same time. Use keywords that relate to your industry or announcement, but do not force them inside. Keep your writing of course. Use subtitles, short sections and migratory quotes to break up things.
And keep it short. Among 800 words are ideal. Enough to tell a fascinating story, but short enough that people are not bored halfway.
3. Pitch emarter, not louder
Here is the biggest mistake people make with press releases: they send them to everyone. That is not how you get coverage. That’s how you end up in the spammap.
Instead, build a short, targeted list of reporters and editors that actually cover your space. Read their recent work. Call it in your field. Show them why your story fits what they are already writing about. And if you want to go even further, offer them early access. Show them the release before it goes live. Let them feel a partner, not just a name on a spreadsheet.
If you have little time or connections, take a PR company that already has strong media relationships. They know who they should pitch, when they have to pitch and how to get results.
4. Share it as you mean it
Publishing your release is just the beginning.
Once it is live, share it on your company blog. Place it via your social channels – LinkedIn, Twitter, Reddit, even Discord or Slack communities if they are relevant. Tag people, mention partners and use a shorter, more informal version of the announcement to withdraw people.
E -mail it to your subscribers with a brief comment explaining why it matters.
And yes, also consider paid distribution, especially if you want to reach industry -specific sites.
Related: Is there still a need for press releases when newspapers are extinct?
Last thoughts
Press releases are not dead. But the boring are for sure.
If you want to stand out in 2025, you have to think differently. Lead with a hook. Be clear and honest. Send it to the right people. And don’t just press publication – go out and strengthen it.
A great press release is not just news. It is a tool to open doors, to fill interest and build Momentum.
Let yours count.
Press releases have not always been digital.
The very first was written in 1906 by a PR pioneer called Ivy Lee. After a large train accident in the United States, he made a written statement and delivered it to journalists by hand, so that they could accurately report the story. Over time, press releases from paper to fax machines have been moved and finally to an e -mail.
Now we are more than a hundred years later and press releases have become completely digital. They are optimized for search engines, published online and shared on the internet. But with more than ten thousand press releases that go out every day, most of them are ignored. Why? Because they are too long, too light and too impersonal.
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