When should you actually send out a press release?

The journalist test

Before writing, ask: "Would a journalist find this interesting enough to cover?" Not because you hope they will—but would they actually report on it if they weren't connected to you? If the answer is a soft maybe or no, skip the press release.

What counts as news

Announceable news includes: new hires at executive level, mergers or funding, product launches addressing a real problem, policy changes affecting your industry, research findings, events open to the public, and partnerships with established organizations. Minor updates or internal milestones typically don't warrant distribution.

Timing matters

Send press releases when there's something concrete to announce, not vague plans. "We're exploring possibilities" isn't news. "We've launched a pilot program" is. Also consider: are there competing stories dominating headlines? Are key journalists away? Will your news get buried? Good timing increases your chances.

When to skip it entirely

If you're announcing something only your existing customers care about, email them directly instead. Press releases work best for announcements that affect a broader audience or industry.