2024年新闻发布报告（英）

12Table of ContentsExecutive Summary03The Influence of Generative AI in Press Release Creation11Maximizing Engagement with Optimal Headlines and Multimedia15The Rise of Multichannel Promotion and Distribution19About PR Newswire 25How PR and Comms Professionals are Using Press Releases in 202404Methodology24Conclusion233In many ways, the world looks very different than it did when we published the most recent State of the Press Release Report in 2021. The COVID-19 pandemic is largely in the rearview mirror, but the resulting extended lockdowns have permanently altered how many individuals work. Due to the decline of professional in-person interactions, the need for brands to communicate with their audiences across multiple channels is more important than ever. In this year’s State of the Media Report, journalists reported that “maintaining credibility as a trusted news source” was their top challenge. Because press releases are sent directly from brands and vetted by trusted distribution partners, they provide an antidote to the misinformation spread on an increasing number of online channels, helping both journalists and comms practitioners maintain trust and credibility with their audience in an ever-changing world. While some PR and comms professionals’ habits—such as sending the same number of press releases—remain unchanged, new technological advances—most notably, artificial intelligence—promise to disrupt how they create content in the future. Right now, early adopters and curious looky-loos are experimenting with generative AI’s capabilities. However, if the prognosticators are correct, in the near future, the use of gen AI will become as ubiquitous as using spell check in content creation. For this year’s report, we asked comms pros how they are currently using gen AI to help them craft press release content. The answers reveal a willingness among some PR practitioners to test multiple use cases for AI that help streamline the press release creation process.We also asked questions about comms professionals’ use of the press release itself, and the responses spoke to its strong resiliency and stability as a PR tool. We also dug into how comms professionals are repurposing their content across multiple channels and which channels they are using to do so. Finally, throughout the report, we’ve included proprietary data around press release trends, factors that influence page views on prnewswire.com and more. Our goal in sharing this information is to empower PR and comms professionals to craft releases designed to maximize engagement. Executive Summary 4What was clear from our survey data is that the press release remains the gold standard of communications content for most PR professionals. The vast majority of respondents are planning to send either the same number or more releases on behalf of their brands in the coming year. These comms pros might have learned from our State of the Media report that the majority of journalists prefer rece