What is a press release?

A press release is a short, structured news announcement that a company sends to journalists and media outlets to share important updates. A press release helps you control the story around product launches, funding rounds, partnerships, events or crises.

How a press release works

A press release follows a clear format so editors can quickly understand the news and decide whether to cover it. It usually includes a headline, date and location, a strong opening paragraph, key details, quotes and company background information. A good press release is factual, concise and written in a neutral, journalistic style.

For modern brands, a press release is more than a PR formality. It supports public relations (PR), shapes your reputation and can influence how your company appears in search results when potential customers research you.

Why a press release matters for B2B and e-commerce

For growth-focused B2B and e-commerce teams, a press release can amplify marketing campaigns and increase trust with prospects. Journalists use a press release as a primary source for facts and quotes, while analysts, investors and partners often use it to understand your positioning and traction. When published on your site, a press release can also attract links from other websites and support your SEO.

Because search visibility is crucial, many teams treat each press release as part of their content strategy. When optimized correctly, a press release can rank for branded queries, product names and key industry terms that matter to your funnel.

Key elements of an effective press release

  • Clear news angle A press release must answer why this update matters now and to whom.
  • Strong headline It should be specific, benefit-driven and easy to understand in one read.
  • Concise opening The first paragraph of the press release covers who, what, when, where and why.
  • Credible quotes Quotes from leaders or customers add context, emotion and authority.
  • SEO and link potential A web-hosted press release can earn valuable SEO backlinks when cited by media, blogs and partners.

When these pieces work together, a press release becomes a compact asset that serves PR, brand positioning and organic visibility at the same time.

Best practices for modern press releases

To make a press release work in a digital marketing context, start with the audience, not just the journalist. Write in plain language, highlight impact and avoid empty buzzwords. Use target keywords naturally in the headline and body, and include links to relevant product pages, case studies or resource content.

Host every press release on your own website in a structured press or news section so it is easy to find, share and link to. Over time, these pages can support your broader link-building efforts, especially when combined with a focused backlink strategy. For ambitious teams, treating each press release as a performance asset, not just a statement, creates compounding gains in visibility and trust.