Press Release Statistics 2025: The Complete Data-Driven Guide

Press releases remain a powerful tool for businesses looking to generate media coverage, boost brand awareness, and improve search engine visibility. In 2025, 68% of businesses report heightened brand or product visibility as a direct result of publishing press releases, making them more relevant than ever in crowded digital markets.

This comprehensive guide examines the most important press release statistics for 2025, covering everything from daily publication volumes to ROI benchmarks. Whether you’re planning your first press release campaign or optimizing an existing strategy, these data-driven insights will help you maximize your media outreach efforts.

Key findings include that 25% of businesses publish more than 10 press releases annually, while the average press release delivers an ROI of 100–175% over a 90-day period. Most importantly, 74% of journalists still prefer receiving news via press releases, proving this traditional PR format continues to drive results.

Number of Press Releases Published Daily in 2025

The sheer volume of press releases published daily in 2025 is staggering. Industry data suggests that tens of thousands of press releases are published every single day worldwide. To put this in perspective, one major newswire platform was distributing approximately 1,000 press releases per day by 2018 — double the volume from just five years earlier.

With over 25,000 websites that publish press releases globally, the competition for media attention has never been fiercer. This includes everything from major newswire services to industry-specific publications and company newsrooms.

The massive daily volume means that reporters often receive around 100 press releases via email each day. This statistic highlights why crafting compelling, newsworthy press releases is essential for breaking through the noise.

For businesses planning their content creation strategy, understanding this landscape helps set realistic expectations. Your press release isn’t just competing with a few others — it’s one of thousands published that same day.

Average Open Rate of Press Release Emails

When press releases are distributed via email to journalists and media contacts, the average open rate hovers around 25% in 2025. This means roughly one in four recipients will open your press release email, which aligns with general B2B email marketing benchmarks.

This 25% open rate provides a useful baseline for measuring your press release email performance. Significantly lower rates may indicate issues with your subject lines or targeting, while rates well above 25–30% suggest your media contacts find your announcements particularly relevant.

Several factors influence open rates:

• Subject line quality: Compelling headlines that clearly communicate newsworthiness
• Sender reputation: Established relationships with media contacts
• Timing: When the email reaches journalists’ inboxes
• Relevance: How well the news matches the recipient’s beat or audience

Remember, the open rate is just the first step. The ultimate goal is to convert that initial interest into media coverage or other meaningful engagement.

Press Release Distribution Channel Effectiveness

Modern press release distribution requires a multi-channel approach for maximum effectiveness. Ninety-six percent of PR professionals report using a newswire service at least once within a 12-month period, with about 40% using them frequently (6–10 times per year).

Newswire Services

Newswire distribution offers several key advantages:

• Broad syndication: A single release can reach hundreds or thousands of websites automatically
• SEO benefits: Creates multiple backlinks and online mentions
• Credibility: Association with established wire services
• Permanent record: Creates a lasting online presence for your news

Direct Media Outreach

Nearly 90% of PR professionals prefer one-on-one emails for pitching stories to journalists. This personalized approach often yields higher-quality coverage when successful, as journalists can tailor stories to their specific audience.

Social Media Amplification

Eighty-four percent of communicators now also share press releases on social media in parallel with wire distribution. This combined approach has been shown to increase overall reach by 2.5× compared to wire distribution alone.

The most effective press release campaigns strategically combine multiple channels. A smart distribution strategy might include issuing the release on a wire for broad exposure, pitching select journalists individually, and amplifying the news across social platforms.

Most Popular Days to Publish Press Releases

Timing significantly impacts press release visibility and media pickup. Data analysis of over 100,000 press releases reveals that Tuesday and Wednesday are the most effective days, especially when releases are distributed in the morning hours.

Press releases published on Tuesdays and Wednesdays (particularly between 8:00–9:00 AM local time) received 30% more media attention on average than those released on other days. This timing makes strategic sense:

• Early week: Journalists are planning their week’s stories and seeking fresh content
• Morning distribution: Coincides with the start of the news cycle
• Weekday focus: Newsrooms operate at full capacity

Additional research confirms this pattern. A study of 55,000 press releases found the highest number of views occurred for releases sent Tuesday through Thursday, while Mondays and Fridays saw significantly lower engagement.

Best practices for timing:

• Target Tuesday–Thursday mornings (8 AM – 11 AM)
• Avoid weekends and major holidays
• Consider using embargoes for optimal mid-week timing
• Plan around your target market’s time zone

Weekend and late Friday releases are least likely to gain traction, as many journalists are either catching up from the weekend or winding down for the week.

Media Pickup Rate by Industry

The “media pickup rate” refers to how often a press release actually gets covered by media outlets. Across all industries, only about 2–3% of press releases result in media pickup — a sobering statistic that reflects the intense competition for journalists’ attention.

However, targeted approaches dramatically improve these odds. Press releases targeted to specific industry sectors enjoy 67% higher pickup rates than broadly distributed releases. This data emphasizes the importance of precision over volume in press release distribution.

Content That Drives Pickup

Research shows that press releases containing at least one quote from a company executive or expert have about a 40% higher media pickup rate compared to releases without quotes. Quotes provide ready-to-use material for journalists and add credibility to stories.

Industry Variations

While comprehensive industry-specific data is limited, anecdotal reports suggest:

• Technology and healthcare: Often see slightly higher pickup rates due to strong media appetite for innovation stories
• Manufacturing and consumer services: May experience lower pickup rates in general news outlets
• Highly newsworthy announcements: Product launches or major corporate news can spike well above baseline in any industry

For businesses working on their digital marketing consulting strategy, these statistics underscore the importance of creating genuinely newsworthy content rather than purely promotional announcements.

Press Release Click-Through Rates

Beyond media pickup, press releases are measured by direct reader engagement. Industry benchmarks put press release email click-through rates (CTR) in the range of roughly 3–5%, meaning 3–5% of email recipients clicked a link within the release.

However, timing creates dramatic differences in engagement. Research by Prowly found that press release emails sent between 10:00 AM and 2:00 PM to journalists achieved an aggregate CTR of about 45%. This remarkable engagement rate occurs when journalists are actively checking emails and searching for stories.

For businesses looking to leverage modern tools, AI-powered press release generators are becoming increasingly sophisticated, though human oversight remains essential for quality and newsworthiness.

Factors Affecting Click-Through Rates

Several elements influence CTR performance:

• Timing: Late morning to early afternoon performs best
• Content placement: Links positioned early in releases get more clicks
• Multimedia inclusion: Images and videos encourage interaction
• Clear calls to action: Compelling reasons to click through

For wire service platforms, CTRs are typically measured by readers clicking embedded hyperlinks to company websites or additional resources. These rates are generally lower, usually falling into the low single digits.

CTR benchmarks to track:

• 2–5% for email distributions (industry average)
• 45% for optimally timed journalist outreach
• Single digits for wire service link clicks
• Double-digit rates indicate very strong engagement

Video and Visual Content in Press Releases

Visual content creates a significant competitive advantage in press release performance. Press releases with visual and video content dramatically outperform text-only releases, with statistics showing clear engagement benefits.

Press releases that include at least one image or video see about 45% higher engagement (views and interactions) than text-only releases. The impact scales with the quantity and quality of multimedia elements:

• Text-only release: Baseline engagement (1×)
• Single image added: Roughly doubles engagement (2×)
• Video included: Triples engagement (3×)
• Multiple images plus video: Up to 6× higher engagement

Why Visual Content Matters

Visual elements provide multiple benefits:

• Journalist appeal: Media outlets prefer stories with accompanying images that they can use.
• Social sharing: Visual content gets shared more frequently across social platforms.
• Reader attention: Images and videos catch the eye when scanning releases.
• Professional appearance: Multimedia content signals investment in the announcement.

Best Practices

• Always include at least one high-quality image
• Consider adding company logos and executive headshots
• Create infographics for data-heavy announcements
• Include short video clips when announcing products or services
• Ensure all visual elements are relevant and of professional quality

The data clearly shows that press releases including images or videos get significantly more attention and interaction, making visual content essential for competitive performance in 2025.

SEO Impact of Press Releases

Press releases serve dual purposes in 2025: generating media coverage and boosting search engine visibility. Over 70% of PR teams now optimize their press release content for search, and this investment pays substantial dividends.

Optimized press releases increase online visibility by approximately 52% compared to non-optimized releases. When distributed through online newswires, press releases create valuable backlinks and can rank in search results for relevant keywords.

Key SEO Benefits

• Backlink generation: Press releases posted on news sites often include links to company websites.
• Search result presence: Releases can rank for niche topics and company-related searches.
• Traffic increases: Well-optimized releases generate 10–20% increases in website visitors in the days following publication.
• Extended reach: Online press releases reach 275% more readers on average than traditional journalist-only distribution.

Search Behavior Connection

Ninety-two percent of journalists use online search to research stories, making search visibility crucial for additional pickup opportunities. When reporters search for topics or companies, having your press release appear in results can lead to coverage.

For businesses implementing comprehensive SEO services, press releases represent an often-overlooked opportunity to earn high-authority backlinks and improve search rankings for target keywords.

Optimization Best Practices

• Include relevant keywords naturally in headlines and body text.
• Link to specific landing pages rather than just the homepage.
• Use descriptive meta tags that search engines can index.
• Focus on creating genuinely valuable content rather than keyword stuffing.

Syndication vs. Direct Outreach Performance

Successful press release strategies balance two distinct approaches: syndication via newswire services versus direct outreach to journalists. Each method offers unique advantages and serves different objectives.

Syndication Performance

Newswire syndication guarantees broad distribution but relatively low conversion rates:

• Guaranteed visibility: Syndication across multiple websites
• SEO value: Creates numerous backlinks and online mentions
• Credibility boost: Association with established wire services
• Low pickup rate: Only 2–3% typically result in original media coverage

Seventy-seven percent of journalists prefer receiving news via official press releases because it ensures accuracy and completeness, making syndication valuable for establishing credible information sources.

Direct Outreach Results

Personal journalist outreach often yields higher-quality outcomes:

• Higher conversion: Personalized pitches see better pickup rates when successful.
• Quality coverage: Individual attention often results in full articles rather than brief mentions.
• Relationship building: Direct contact strengthens ongoing media relationships.
• Time-intensive: It requires significant effort per contact.

Nearly 90% of PR professionals prefer one-on-one emails for pitching stories, indicating that while press releases provide the content foundation, personalized delivery often drives the best results.

Combined Strategy ROI

The most effective campaigns use both approaches strategically. Ninety-six percent of communicators use newswires for broad benefits, but combine them with targeted outreach for premium placements.

A typical combined approach might involve:

1. Wire distribution: Ensures comprehensive online presence and SEO benefits
2. Journalist targeting: Personal pitches to 5–10 key media contacts
3. Social amplification: Sharing across company social channels

This dual strategy maximizes both reach (through syndication) and quality coverage (through direct relationships). When selecting distribution partners, businesses should evaluate the top press release distribution companies based on their target audience reach and industry focus.

Cost per Media Placement ROI Benchmarks

Understanding press release return on investment helps businesses allocate marketing budgets effectively. The average press release delivers an ROI of about 100–175% over a 90-day period, meaning organizations typically get back equal to or more than what they invested.

Cost Per Media Placement (CPMP)

CPMP measures efficiency by dividing total press release costs by the number of media pickups achieved. For example:

• Campaign cost: $1,000 (common for national wire distribution)
• Media articles generated: 4 distinct pickups
• Cost per placement: $250

Industry ROI Variations

ROI varies significantly by sector:

• Technology and healthcare: Often achieve 150–225% average ROI due to high media interest in innovation
• Traditional industries: May see lower ROI (below 100%) if news struggles for attention
• Product launches: Can achieve 500%+ ROI when tied directly to sales

Calculating True Value

Beyond immediate media coverage, press releases generate additional value:

• Lead generation: Average of 5–10 qualified sales leads per release
• Website traffic: 10–20% increases in short-term visitor volume
• SEO benefits: Long-term search ranking improvements
• Brand awareness: Difficult to quantify but significant cumulative effect

Maximizing ROI

Companies can improve ROI through strategic approaches:

• Original data inclusion: Releases with research get 4× higher pickup rates
• Multimedia content: Visual elements see 2.4× more engagement
• Industry targeting: Focused distribution rather than broad blasts
• Follow-up outreach: Personal pitches to complement wire distribution

Organizations implementing comprehensive PPC management services alongside press release campaigns often see synergistic effects, as earned media coverage can improve paid advertising performance and reduce acquisition costs.

Best practice benchmark: A well-executed press release should at minimum pay for itself and ideally return 1.5–2× its cost in measurable value, with top performers exceeding 5× returns through direct business impact.

Ready to Launch Your Press Release Strategy?

These statistics demonstrate that press releases remain a vital component of modern marketing strategies. With proper planning, targeting, and execution, businesses can achieve significant ROI while building brand awareness and media relationships.

At SEO Design Chicago, we provide businesses with comprehensive digital marketing services that include strategic press release campaigns integrated with SEO, content marketing, and paid media efforts. Our team understands how to craft newsworthy announcements that capture media attention while supporting your broader marketing objectives.

Contact us today for a free custom website audit to discuss how press releases can fit into your complete digital marketing strategy.

FAQ: Press Release Statistics 2025

1. How much should I budget for an effective press release campaign?

Plan for $1,000-$3,000 for a national press release campaign, including wire distribution costs, multimedia content creation, and potential follow-up outreach. Given the average ROI of 100-175% over 90 days, most campaigns pay for themselves and often generate 1.5-2x returns. Technology and healthcare companies often see higher ROI (150-225%) due to media interest in innovation, while traditional industries may see lower returns. Remember to factor in additional costs for high-quality images, videos, and potential PR agency fees.

2. What’s a realistic media pickup rate I should expect from my press release?

Expect only 2-3% of press releases to result in media pickup across all industries, reflecting intense competition for journalists’ attention. However, targeted approaches dramatically improve these odds – press releases focused on specific industry sectors see 67% higher pickup rates than broadly distributed releases. Including at least one executive quote increases pickup rates by 40%. Don’t be discouraged by the low baseline; even one quality media placement can justify the entire campaign investment.

3. When is the best time to send press releases for maximum visibility?

Tuesday and Wednesday mornings (8:00-9:00 AM local time) are optimal for press release distribution, achieving 30% more media attention than other days. Avoid Mondays (journalists catching up from weekends), Fridays (winding down), and weekends entirely. For email click-through rates, the 10:00 AM-2:00 PM window performs exceptionally well, with some studies showing 45% CTR during peak journalist activity hours. Plan releases around your target market’s time zone and avoid major holidays.

4. Should I include images and videos with my press releases?

Absolutely! Visual content creates dramatic performance improvements – press releases with images or videos see 45% higher engagement than text-only releases. A single image roughly doubles engagement, while including video can triple engagement rates. Press releases with multimedia elements get shared more on social media and are preferred by journalists who need accompanying visuals for their stories. Always include at least one high-quality, relevant image, and consider adding company logos, executive headshots, or product photos.

5. Is it worth investing in both newswire distribution and direct journalist outreach?

Yes, the most effective campaigns combine both approaches strategically. While 96% of PR professionals use newswire services for broad SEO benefits and guaranteed distribution across hundreds of websites, 90% prefer one-on-one emails for quality media relationships. Syndication provides reliable backlinks and search visibility, while direct outreach yields higher-quality coverage when successful. A combined approach maximizes both reach (through syndication) and conversion quality (through personal relationships).

6. How can I measure the ROI of my press release campaigns?

Track multiple metrics beyond just media pickups: measure website traffic increases (typically 10-20% post-release), qualified sales leads generated (average 5-10 per release), social media engagement, and long-term SEO improvements through backlinks. Calculate cost per media placement by dividing total campaign costs by the number of distinct media pickups achieved. The average press release should deliver 100-175% ROI over 90 days, with excellent campaigns achieving 5x+ returns through direct business impact.

7. How important is SEO optimization for press releases in 2025?

SEO optimization is crucial, with over 70% of PR teams now optimizing press release content for search engines. Optimized releases increase online visibility by approximately 52% and can drive 10-20% increases in website traffic following publication.

Since 92% of journalists use online search to research stories, having your press release appear in search results can lead to additional coverage opportunities. Include relevant keywords naturally, link to specific landing pages, and focus on creating genuinely valuable content rather than keyword stuffing.