2024年新闻发布报告（英）_24页_672kb

2024 State of the Press Release Report Summary

Core Content

The 2024 State of the Press Release Report highlights the evolving role of press releases in the current media landscape, emphasizing their continued importance despite the rise of generative AI and the ongoing fragmentation of the attention economy. The report provides insights into how PR and comms professionals are utilizing press releases, the challenges they face, and the impact of AI on content creation.

Main Points

• Press Release as a Gold Standard: Despite the challenges, the press release remains the preferred method for communicating news to journalists and the public. Most comms professionals are either maintaining or increasing their press release output.
• Journalist Preferences: Journalists continue to value press releases, with 74% expressing a desire to receive them and 68% finding them the most useful type of content from PR professionals.
• Multichannel Promotion: A majority of comms professionals (92%) reuse press release content across other channels, such as social media, blogs, and videos, to maximize reach and engagement.
• Optimal Headlines and Multimedia: The report emphasizes the importance of concise and engaging headlines (51-100 characters) and the inclusion of multimedia elements, which have been shown to increase engagement and media pickup.
• AI Adoption Trends: While the majority of PR professionals have not yet adopted generative AI for press release creation, 42% are open to using it in the near future. AI is being used for tasks like writing headlines, body copy, and proofreading.

Key Findings

Press Release Volume

• 93% of comms professionals are maintaining or increasing their press release output.
• 69% plan to send the same number of releases.
• 24% plan to send more releases.
• 7% plan to send fewer.

Press Release Focus

• 60% focus on product or service news.
• 47% on events.
• 44% on company growth.
• 42% on original content.
• 35% on branding/marketing.
• 18% on employee news.
• 8% on other topics.

Top Challenges

• 38% struggle with not generating anticipated media pickup.
• 25% have difficulty ensuring releases reach the right audience.
• 16% find it hard to make their releases stand out.
• 9% lack newsworthy content.
• 7% cite other challenges.

AI Use in Press Release Creation

• 26% are currently using generative AI.
• 42% are open to using it in the future.
• 32% are not using it and do not intend to.

Headline Best Practices

• Action verbs like "announce," "reveal," and "unveil" are commonly used.
• The optimal headline length is between 51 and 100 characters, with 70 characters being the traditional limit.

Multimedia Impact

• Including multimedia elements (photos, videos, infographics) significantly increases engagement.
• 72% of journalists use images provided by PR professionals.
• Multimedia usage increased by 4% year-over-year.

Channel Usage

• Social media is the most common channel for promoting press releases (69%).
• News distribution services (like PR Newswire) are also widely used (61%).
• Online newsrooms and websites are used by 43% and 11% respectively.
• Paid placement is used by 9% of professionals.

Conclusion

The press release remains a vital tool in the PR and comms industry, offering a stable and credible way to communicate with journalists and audiences. While challenges such as media pickup and content optimization persist, the report underscores the resilience and adaptability of press releases. As generative AI continues to evolve, its integration into press release creation is expected to grow, though it is still viewed as a tool to enhance efficiency rather than replace creativity. The report also highlights the importance of multichannel promotion and optimal headline formatting in maximizing engagement and visibility.

Methodology

The 2024 State of the Press Release Report is based on data from press releases distributed through PR Newswire's network from July 1, 2023, to June 30, 2024, and survey responses from 665 industry professionals in the United States and Canada. Data was collected using Google Analytics, Adobe Analytics, and PR Newswire's proprietary press release processing software.