A Press Release Isn’t Always the Answer - Even if the Client Asks for It
Freeman’s Alley, NYC
At 10F Communications, we love a good press release. When used correctly, it's a powerful tool that can generate visibility, build credibility, and keep your stakeholders informed. But here’s the truth: just because a press release can be written, doesn’t mean it should be.
We’ve heard it many times: "Can you write a press release about this?" Clients often equate press releases with press coverage, assuming one automatically leads to the other. But a press release is only as effective as the story it's telling and the strategy behind it. Even then pick-up or interest isn’t guaranteed. Before hitting “send,” it’s important to ask: What are we really trying to accomplish?
The Purpose of a Press Release
At its core, a press release is a formal, public statement intended to share newsworthy information with journalists and the public. It’s ideal for:
Major announcements (new leadership, funding rounds, mergers)
Product or service launches
Crisis response or official statements
Milestone achievements (anniversaries, awards, new partnerships)
A good press release provides facts, context, and a clear call to action. It can help shape the public narrative - but only if there’s actual news to share.
When a Press Release Falls Flat
Not everything is “press release” material. A new blog post on your website? A staff training event? A modest program update? These are important to your team, but they’re unlikely to pique media interest - and a press release could come across as tone-deaf or forced.
Here’s when a press release might not be the best fit:
The announcement lacks news value: If it wouldn’t be considered “news” by an outsider, it probably won’t get picked up.
There’s no clear hook for media: Reporters are looking for trends, impact, or conflict - not just organizational updates.
You’re trying to generate buzz or engagement: Press releases are static; they won’t necessarily spark dialogue.
You’re hoping to raise money: This one’s especially important for nonprofits - press releases don’t inspire donations. Journalists aren’t simply copying and pasting your release into an article. If you're trying to build momentum around a campaign or emergency fundraising effort, you need meaningful media relationships, compelling human-centered storytelling, and tailored pitches to reporters who are already invested in your cause.
What to Do Instead
Consider what format best fits your audience and goals:
Direct Media Pitch: Craft a tailored, one-on-one pitch to a journalist who covers your topic area. Highlight what makes your story relevant now - timeliness, exclusivity, or a human angle are important to highlight.
Thought Leadership Piece: Position your spokesperson as an expert by drafting an op-ed or contributed article for a relevant outlet. This builds credibility and creates space for your ideas.
Email to Stakeholders or Supporters: Use your own list to share an update directly and move your message forward.
Social Media Announcement: Some “smaller” news is perfect for your social platforms. A great photo or video paired with a short caption can drive more engagement - plus, journalists may be following you for insights, and this may spark a story idea.
Blog Post: Want to tell the story behind the update? A blog gives you room to explore the “why” and highlight the impact.
Share, Share, Share: Activate your community. Ask your board members, volunteers, staff, and partner organizations to help amplify the message. A coordinated social media push or email forward can reach more people, and often the right people, faster than traditional media. Make it easy with pre-written posts, graphics, and hashtags they can use to spread the word.
A Strategic Mindset Wins Every Time
At 10F Communications, we believe in leading with strategy - not templates. That means asking the tough questions, identifying the real goals, and choosing the best tools for the job. Sometimes, that’s a press release. Other times, it’s not.
If you're not sure which approach is right, we're here to help. Together, we can craft messaging that’s not only professional, but purposeful and make sure it lands in front of the right audience.
