Over the years, the tools available in PR have expanded and many new additions have been made to the list of tools, especially after the advent of the internet. The traditional tools, which have been around for a much longer time, are still quite relevant to this date, and are used extensively by PR professionals, all around the globe. Traditional tools include newspapers, magazines, television, radio, press releases, and also events. One of the most significant tools in PR- a Press Release, has been around for quitesome time now. So, what exactly are Press releases? And why are they important?

What is a Press Release?

As Investopedia defines the tool, “A press release is a piece of news or information that companies send out to inform the public about something noteworthy or of material significance.” It is often drafted or handled by the company’s PR department. They can be used to make important announcements like launching of a new product, any mergers and acquisitions that might have taken place, any significant reports of the organization, or any other information that the media and the public might be interested in knowing. One important thing to remember while drafting the press release is that it should cover all the important parts-the‘who, what, where, when, and why part’, and should be well researched and properly framed, for its readers.

Why are they important?

Over the years, press releases have changed with the times. But to this day, it is one of the most important tools used in PR by professionals.

Media Engagement

Press releases help to create media engagement when they are passed on to journalists, and other media platforms. Journalists often turn to press releases and news announcements when looking for material. If the pitch and the release are interesting and well drafted, the journalist will take more interest. It can also help enhance the relationship between the journalist and the PR professional, which can further help the brand to get more coverage in the future for other opportunities.

Increased Credibility

Press releases are seen as a credible and trustworthy source of information by the media, as well as the customers. When a brand delivers accurate and well written releases continuously, they gain credibility in their eyes. The only catch is that the brand should be consistent with the quality of the material.  Being the best PR agency in Delhi, we understand the importance of this tool, and use it to the best use for the brand.

Customer Engagement

Now with the internet, brands can directly share their releases on their websites, on their blogs, and on their social media handles. This can often lead to a higher engagement within the consumers, as a well written release can enhance the search rankings, raise brand awareness, and even attract new consumers towards the brand.

Helpful in crisis

Press releases are also a great tool in times of a crisis. It is widely used in crisis communications, when it comes to PR. This is because, in such times, press releases give you the opportunity to tell the story at your own terms. And since it is a carefully drafted piece of information, you get to include everything that is important and set the narrative straight. Further, since it is coming from the brand itself, the consumers are more likely to believe the news as well.

Hence, press releases are undoubtedly an important tool in PR even in today’s digitally dominant era, and will continue to be so, given the functions it can perform, and its significance. The only thing that PR professionals need to remember is that they carefully draft it, and include every bit of important information that might be relevant for the readers.


Twenty7 Inc. is a creative communication PR Agency with 360-degree solutions for integrated brand building of the business/ clients. Deciphering the clients and their target audience, we devise customized innovative strategies that best suit the requirements of their business and fetches the desired result of establishing them as ingenious thought leaders in the sector. We at Twent7 Inc. have a very practical disposition and staunchly believe in adapting to the changing scenario of the market. Likewise, the narrative of the storytelling/ message is shaped to deliver exclusive results that stay relevant to the brand and also their audience.

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