Last updated on:
30.10.2026
Press release
A press release distributes news to many newsrooms at once. What it is good for in digital PR, and where its reputation is worse than its usefulness.
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A press release is a short, factual announcement distributed to newsrooms and publishing platforms at once. In digital PR it is used for launches, studies, funding news, and company milestones, where breadth matters more than a single prominent placement.
What it is good for
Reaching many outlets in one step with a message you control, and creating a dated, quotable record of an event. For AI systems that matters: a launch that exists in several independent sources is a fact, one that exists only on your own website is a claim.
Where its reputation comes from
From being used for things that are not news. A release about a redesigned logo reaches nobody, gets no pickup, and teaches the sender that releases do not work. The format is fine, the input usually is not.
How it differs from a sponsored article
A release is broad and shallow, a sponsored article is narrow and deep. The release lands in many places with little context, the article lands in one place with your full argument. Use the release for news, the article for positioning.
The honest limitation
Coverage is not guaranteed by distribution. A newsroom decides whether to pick it up, and most will not. What you can count on is the distribution itself and the record it creates, not editorial coverage.
Related: digital PR · brand mention · brand building
About the author
Julian Kirfel
Co-Founder & CMO
Julian Kirfel is Co-Founder and CMO of Linkbroker.de and an expert in scalable SEO strategies, digital PR and link building. As a former board member with marketing responsibility and founder of several e-commerce brands, he brings deep operational understanding. During Linkbroker's build-up phase, he was responsible for sales and the delivery of client projects and helped numerous companies establish SEO as their leading growth channel. Today he leads the development and marketing of the marketplace and shares his experience in expert articles (including on OMR), on LinkedIn and on the company's YouTube channel.