Why the traditional press release isn’t enough
- Journalists are overwhelmed. According to the Muck Rack State of Journalism 2024, 46% of journalists receive six or more pitches per day, and 49% say they seldom or never respond to pitches.
- Shrinking newsrooms mean fewer opportunities. The Pew Research Center reports that U.S. newsroom employment has dropped 26% since 2008, with even steeper declines in local print journalism.
- Editors need stories, not summaries. Journalists prioritize impact, human interest, or trend relevance. A press release by itself, especially one focused solely on internal company news, usually lacks that narrative.
What B2B teams still get wrong
- Treating the release as the story. A product launch or executive hire is only newsworthy if it’s part of a larger industry shift or trend. Ask: Why does this matter now?
- Mass pitching with no personalization. According to the Cision 2023 State of the Media Report, 74% of journalists want pitches tailored to their beat, but 73% say fewer than a quarter of the pitches they receive are relevant.
- No visuals, no data. Without quotes, visuals, or stats, your announcement becomes extra work for already strained newsrooms.
- Over-relying on newswire distribution. Wires can help for SEO or investor relations, but they’re rarely the source of earned editorial coverage in top-tier media.
A better approach: Strategy-first communications
1. Lead with a media-facing story, not a marketing message
Reframe “we opened a new office” into a story about what that expansion signals. Example: “Why mid-sized engineering firms are pivoting to regional hubs post-remote work.”
2. Build a media kit, not just a release
- Compelling quotes (with a point of view)
- Relevant visuals (renderings, infographics, charts)
- A spokesperson available for interviews
- Data or external validation to support the trend
3. Pitch personally, not programmatically
Reference a journalist’s recent work, connect the dots to their audience, and keep your email tight.
4. Use the press release as proof
The release is a resource: it confirms quotes, dates, and details. But it shouldn’t be the first thing a journalist sees.
Real-World Application: Professional Services
A national accounting firm launches a cannabis-focused practice. The default release might be:
“Firm X Announces New Cannabis Practice.”
But reframed:
“Accounting for Cannabis: Why Middle-Market Firms Are Racing to Serve the Industry No One Wants to Touch.”
This opens up angles about:
- Market hesitation and opportunity
- Regulatory complexity
- Professional services’ evolving risk appetite
Now you have a story rather than simply a statement.
The takeaway
A press release is a tool, not a strategy. On its own, it rarely cuts through the noise. In a media landscape with fewer journalists and more pressure, B2B brands must move beyond the release and toward the story.
The media pays attention when your announcement reflects something bigger about your industry, your customers, or your culture.
At Feed Media, we know what makes a story newsworthy because we have journalists on staff who’ve worked in newsrooms and know how editorial decisions get made. We help B2B brands translate business milestones into timely, relevant narratives that resonate with the media.
From targeted pitching to message development and spokesperson prep, we align every element of your announcement with what reporters actually need. That’s why clients across professional services, tech, and regulated industries count on us to deliver coverage that supports real business outcomes.