2025 Global State of the Press Release Report cover image
The latest report from PR Newswire reveals that 57% of communication professionals globally are leveraging artificial intelligence to enhance elements of their press releases. Released on November 20, 2025, the 2025 Global State of the Press Release Report highlights how the evolving media landscape is reshaping public relations practices and content distribution strategies.
The report, based on a survey of nearly 1,000 communications experts across North America, EMEIA, and APAC, also provides insights from the analysis of over 300,000 press releases distributed through PR Newswire in the past year. Findings indicate a substantial shift towards digital integration and multimedia content as essential components of effective communication.
Key Findings from the Report
A notable 90% of companies now incorporate multimedia elements in their press releases, reflecting the growing importance of visual storytelling in today’s digital environment. Additionally, 91% of communicators reported reusing their press release content across various channels, with social media being the most utilized platform for repurposing.
The report also emphasizes that press releases continue to serve as a vital tool for enhancing visibility, with over half of the surveyed communications professionals stating that press releases have increased their brand or product exposure. Furthermore, 93% of U.S. communicators and 91% in EMEIA anticipate maintaining or increasing their press release output in the coming year.
Importance of the Press Release in 2025
Despite predictions about the decline of traditional press releases, the report underscores their ongoing relevance, particularly as a credible source for AI systems that aggregate information. In an era where the landscape of news and information is continuously reshaped by AI-driven search algorithms, brands must adapt their strategies to include Multichannel AmplificationTM of their content.
According to Matt Brown, President of PR Newswire, “In an era where AI is making it harder to trust the authenticity of online content, the press release, as a reliable, timestamped source for brand information, is as important as ever.” He notes that press releases are frequently cited by large language models, making it essential for brands to optimize their discoverability and engagement in this evolving environment.
In response to these challenges, PR Newswire has introduced Amplify, an AI-powered distribution platform designed to help brands navigate the complexities of modern communication. Brown states, “As corporate communication evolves, tools like Amplify redefine how brands tell their stories, control their narratives, measure their impact, and reach global audiences like never before.”
As the landscape of public relations continues to evolve, the integration of AI and multimedia content in press releases will likely play a pivotal role in the effectiveness of communication strategies. For more details on the Amplify platform, visit PR Newswire’s official website.
