Press releases becoming obsolete? 82% rejection rate – Why your PR budget ends up in the trash and what journalists really want
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Published on: January 13, 2026 / Updated on: January 13, 2026 – Author: Konrad Wolfenstein
Press releases becoming obsolete? 82% rejection rate – Why your PR budget ends up in the trash and what journalists really want – Image: Xpert.Digital
The economic decline in the importance of press releases in the digital age
AI tools and media monitoring instead of press distribution lists: How AI is heralding the end of traditional PR
For decades, it was the undisputed heart of corporate communications: the press release. But in an era where artificial intelligence is revolutionizing research and newsrooms are under immense time pressure, this instrument has become economically obsolete. An honest analysis reveals why the "scattershot" approach to PR not only wastes money but often even damages a company's reputation.
Imagine investing thousands of euros in a product that 82 percent of recipients immediately discard. What would be unthinkable in production or logistics is still commonplace in many German press offices. The traditional press release is in deep crisis, one that goes far beyond mere stylistic considerations. It represents a structural market failure: companies are producing information for a media landscape that no longer exists in this form.
Journalists today use AI-powered tools like ChatGPT Search or Perplexity to aggregate information instead of wading through overflowing email inboxes. At the same time, organic search results and direct content marketing often yield far higher returns than trying to convince the gatekeepers in newsrooms.
This article sheds light on the harsh economic reality behind the gradual demise of a PR tool. It analyzes why news aggregators and search engine optimization (SEO) are taking over the narrative, why thought leadership is replacing pure product PR, and what strategies communications professionals must now adopt to avoid falling behind. It's time to fundamentally rethink the use of resources in communications.
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When traditional channels meet new technologies: The silent end of a PR tool
The press release is undergoing a crisis that extends far beyond stylistic discussions or formatting issues. In a media landscape where editors conduct daily research using artificial intelligence, utilize professional news apps, and consult AI-based search engines like ChatGPT Search or Perplexity, a fundamental economic question arises: What real added value does a classic press release still offer in an information environment that has radically changed? The answer is sobering and reveals an industry clinging to outdated distribution channels while the economic foundations of its work have long since disintegrated.
The classic press release was based on a simple exchange: companies produced information, journalists acted as gatekeepers and disseminators, checking, categorizing, and passing this information on to their readership. This model created value for both sides: companies gained reach and credibility, journalists received usable information for their reporting. But this partnership is crumbling for several reasons simultaneously, and the economic realities speak volumes about the future of this instrument.
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The structural inefficiency of the classic press release
The media trend monitor from news aktuell clearly illustrates the core problem: 62.7 percent of media professionals receive up to 50 story suggestions per week, and for 6.1 percent, it's even more than 150. However, 82 percent consider this information irrelevant or only marginally useful. These figures describe not just a communication problem, but a fundamental flaw in the market: a massive expenditure of resources on a tool that, in four out of five cases, generates no measurable value.
From an economic perspective, this is a classic case of waste with high opportunity costs – the cost of missed opportunities. Producing a professional press release is expensive: concept development, text, approval processes, distribution, and follow-up all tie up personnel and budget. When 82 percent of these investments are wasted, the return on investment is appalling. Added to this is the time journalists spend: 47.5 percent spend one to three hours per week, and for 23 percent, it's four to seven hours just reviewing story pitches. This time is then unavailable for actual journalistic work, in an industry already under immense time and cost pressures.
The causes of this inefficiency often lie in the quality of the press releases themselves. Cision's "State of the Media" report confirms that journalists cite the lack of relevance of PR information as one of their main problems. The reality in German press offices bears this out: press releases are frequently disguised product advertising, overloaded with marketing jargon, superlatives, and self-praise. Phrases like "revolutionary," "innovative," "fastest," or "best" dominate texts that should actually meet journalistic standards. This discrepancy between the aspirations of PR and the reality in newsrooms leads to systematic rejection.
The technological revolution brought about by AI-powered research
However, an even greater threat to the press release business model comes from another direction: the rapid spread of AI-powered research tools in newsrooms. The German Press Agency (dpa), in collaboration with You.com, is developing systems that enable editors to search the extensive dpa archive using simple voice commands and receive AI-generated summaries. According to the Reuters Institute, 28 percent of journalists already use AI for research and new ideas, and 19 percent use it to support text creation.
These tools fundamentally change how we handle information. Instead of sifting through dozens of press releases, journalists can now search for specific facts and receive contextualized answers from verified sources. Perplexity, ChatGPT Search, and similar applications gather information from across the web, summarize it, and deliver direct answers with source citations. The advantage over the traditional press release is obvious: breadth instead of narrowness, comparability instead of individual interests, and speed instead of bureaucratic approval processes.
For companies, this means that the traditional press release route is increasingly being replaced by direct digital discoverability. When a journalist researches a topic, AI doesn't primarily search press distribution lists, but rather the entire available knowledge on the web. Product pages with technical data, white papers with market analyses, specialist articles with expert opinions, LinkedIn profiles of managers – all these sources are captured and weighted by AI systems and used to answer journalistic questions. The classic press release is just one of many sources here, and often not the highest quality.
The Cision report confirms this trend: While press releases are still considered a useful source by 37.3 percent, industry experts follow closely behind at 20.2 percent, and news agencies at 17.6 percent. More importantly, when asked about the most trustworthy sources, news agencies lead with 28.5 percent, followed by industry experts at 23.1 percent, while press releases only reach 22.2 percent. These figures indicate a gradual shift: away from filtered corporate messages and toward independent expert sources and professional news services.
The economic logic of search engine optimization
Parallel to these developments, an alternative information economy has established itself, based on search engine visibility. SEO statistics are clear: organic (i.e., unpaid) search results account for approximately 94 percent of all clicks. The first search result receives almost 40 percent of all clicks, and the probability of this result being clicked is ten times higher than for a page in position ten. These figures describe a world in which being found via Google generates more value than distribution via press releases.
This leads to a clear strategy for companies: investing in high-quality product pages, detailed technical documentation, comprehensive white papers, and expert articles with genuine informational value yields a better return than producing interchangeable press releases. This content not only ranks better in search engines, but also offers more substance for AI-supported research, thus serving a dual purpose: it is optimally prepared for both human readers and computer systems.
The difference is fundamental: A press release is written and sent out once and then disappears in the flood of information. A well-optimized product page or a well-researched white paper, on the other hand, remains permanently discoverable, attracts visitors over time, and can be repeatedly used as a source by journalists, analysts, and decision-makers. The economic efficiency of this long-term impact far surpasses the short-term reach of a press release.
Studies confirm this connection: Press releases written according to SEO criteria and published on high-quality websites can improve visibility. However, experience shows that sending them to basic press portals without editorial review is hardly effective anymore. Google recognizes the low quality and ranks such platforms accordingly. The result: Only targeted distribution to relevant trade publications or direct publication on the company's own well-optimized website still yields measurable value.
News aggregators as a structural threat
Another development is fundamentally changing the media landscape: the rise of news aggregators. A study of journalistic platforms by media authorities shows that services like Google Discover, Microsoft Start, Apple News, and Pocket now play an enormously important role. These services, integrated into mobile phones or browsers, generate new reach by connecting with users who may not even be actively searching for news.
For press releases, this means a further devaluation: These services primarily collect editorial content from established media outlets, not PR material from companies. If a journalist writes an article based on a press release, and this article is then distributed via Google Discover, the media outlet benefits from the reach, but not the company that provided the original information. The value chain thus becomes longer, with the company incurring costs but seeing no direct benefit.
Added to this is the growing importance of AI-based news services like Perplexity. These services not only aggregate information but also create new, contextualized reports. Reports show that these AI services are increasingly functioning as automated news channels and thus have the potential to replace or complement traditional media. International news agencies are often given preference over local providers, which further reduces the visibility of smaller sources.
The economic logic is stark: if users primarily obtain their information through AI-powered information aggregation services, both traditional media and press releases lose relevance. AI draws its information from the entire available data pool, not primarily from the emails that arrive daily at newsrooms. Companies that want to remain visible in this environment must place their information where AI systems can find and process it: in well-structured, high-quality formats on trustworthy websites.
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The problem of product advertising and the loss of credibility
Perhaps the biggest problem with the traditional press release lies in its content. The vast majority of releases fail to meet journalistic standards, serving primarily as marketing tools. This discrepancy between aspiration and reality leads to systematic rejection by newsrooms and, in the long run, damages the credibility of the entire instrument.
Journalists regularly criticize PR information for being too promotional, too detailed, too long, and riddled with exaggerations. Press releases exceeding four A4 pages are not uncommon, even though journalists are under enormous time pressure and cannot possibly read all incoming information thoroughly. The result: Relevant information gets lost in a flood of self-praise, while short, fact-based information from other sources is preferred.
This weakness in content is no accident, but rather inherent in the system. Press releases in companies typically go through several approval stages, where marketing, sales, and management all weigh in on their interests. The result is a compromise intended to please all internal stakeholders, but which hardly meets the requirements of external journalists. The internal approval process is optimized for consensus within the company, not for usability for the press.
Studies show what journalists actually expect: 53 percent demand fact-based and transparent communication, 42 percent want access to reliable data and studies, and 37 percent want exclusive content. These demands stand in stark contrast to the practice of many press offices, which send out standardized product announcements. The economic inefficiency is obvious: companies produce content that misses the mark with their target audience and thus systematically wastes resources.
Alternative strategies as economically better options
Given these problems, the question arises as to which other approaches are more economically viable. The answer lies in changing media consumption habits and new technological possibilities: content marketing, direct communication with the target audience, and strategic media partnerships often deliver a higher return than the traditional press release.
Content marketing focuses on high-quality, informative content that isn't primarily advertising but offers genuine added value. Studies show that this approach costs significantly less than traditional marketing but generates more leads. The logic is compelling: Instead of laboriously trying to convince journalists, you directly address your target audience, build trust, and position yourself as an expert.
Digital transformation also enables direct channels that eliminate the need for media intermediaries. Companies can send their messages unfiltered to decision-makers and potential customers via blogs, LinkedIn, YouTube, podcasts, or newsletters. These channels offer advantages: full control over content and timing, direct feedback, measurable success, and the ability to present complex topics in detail without fear of cuts.
Media studies confirm this shift: The use of traditional online content is declining slightly, while social media offers enormous potential for direct communication. For B2B companies, this means that while traditional press relations remain important in certain cases, they are losing ground to their own digital channels.
Strategic media partnerships are another alternative. Instead of sending out press releases to everyone, successful companies invest in long-term relationships with a few key trade publications. This can include exclusive interviews, joint studies, or guest articles. The advantage lies in the precision: Instead of using a scattershot approach, resources are concentrated on those media outlets that actually reach the right target audience.
Reports show that journalists appreciate these approaches: They want quick responses, support with research, and access to experts instead of mass mailings. These desires represent a shift away from the standard model toward individualized work. Companies that make this change demonstrably achieve better results with a more efficient use of their resources.
The role of expert status and opinion leadership
A particularly effective alternative to the traditional press release is the strategic development of company representatives as experts. Instead of disseminating product news, the focus is on providing well-founded opinions on industry topics. This form of communication creates multiple benefits: it builds a good reputation, fosters trust in the company's expertise, and leads to repeated inquiries, without the need for constantly sending out press releases.
Data supports this strategy: Industry experts are cited by journalists as a highly trustworthy source, often even before internal press officers. These figures show that journalists prefer to speak directly with competent professionals rather than processing pre-written PR texts.
This thought leadership manifests itself in various formats: guest articles, lectures, panel discussions, interviews, or original research. The economic advantage lies in its long-term impact: an established expert status leads to continuous visibility without the need to work for each individual mention.
Furthermore, there's the amplifying effect of social media: expert opinions are shared and discussed. LinkedIn has established itself as particularly important for business customers. A well-written post by a company representative on a specialist topic can achieve greater reach there than a press release that gets lost in an email inbox.
The use of data and studies further reinforces this. Companies that conduct their own market research and publish the results become a valuable source for journalists. Surveys show that decision-makers are convinced of the importance of in-house studies. Study results find their way into news reports more easily than other news items and portray the company as a knowledgeable player.
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After the content deluge: What journalists really expect from companies now
The continued existence of traditional press work in specific areas
Despite all the problems, it would be wrong to completely dismiss traditional public relations. There are still situations where press releases have value, especially for genuine news such as acquisitions, real product innovations, management personnel decisions, or important business figures. The difference lies in the selection: not every piece of internal news justifies a press release, but only those with genuine news value.
Data shows that the press release is not completely obsolete: Many media professionals still use it daily. It is frequently cited as a useful resource. This demonstrates that well-crafted press releases can still be effective, provided they meet journalistic standards.
The challenge lies in quality and focus. Public relations should be proactive and aligned with media topics. Editors appreciate being offered the right information at the right time. However, this requires knowledge of the media landscape, personal contacts, and the ability to present company content in a journalistic style.
Especially in the B2B sector and for trade publications, traditional public relations remains important, as these publications rely on qualified information from the industry. Technical editors often have little time for their own research and need well-prepared information. However, the prerequisite is that this information offers genuine added value and is not simply advertising.
Multimedia content is also becoming increasingly important. Messages with images, videos, or graphics receive significantly more attention than text alone. This reflects the demands of digital media, which require visual content for their channels. Companies that provide high-quality visuals significantly increase their chances of publication.
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The economic outlook for the future
The long-term outlook for traditional press releases is negative, not in the sense of a sudden demise, but rather a gradual shift in their significance. The media landscape is becoming increasingly fragmented, AI-driven research is becoming standard, and direct digital channels are gaining importance. In this environment, the press release will become a specialized tool for specific occasions, while the majority of communication will take place through other channels.
The allocation of budgets in successful departments is already shifting: money is increasingly flowing into content marketing, SEO, social media, influencer relationships, and media partnerships. This shift is logical, as these measures have demonstrably proven more effective than the mass distribution of standard texts.
For companies, clear strategies emerge. Producing high-quality, search engine optimized content on their own website should be a priority, as this content remains permanently discoverable. Directly addressing the target audience through their own channels is more efficient. Strong relationships with a few media outlets are more valuable than broad distribution. And positioning experts creates sustainable visibility.
The role of press offices will change. Instead of simply writing and distributing press releases, they will become content strategists, developing various formats and cultivating relationships. The press release will remain a tool, but will lose its dominant position.
This shift is not only driven by technology, but also by economics. The cost of gathering information has decreased. Journalists can now find information with just a few clicks that previously required extensive research. AI amplifies this effect. In this environment, delivering information via press release is losing its value.
At the same time, costs increase due to missed opportunities. Every hour spent on a poor press release is an hour less spent on more important things like high-quality content or networking. These alternatives yield greater returns, making it difficult to justify clinging to outdated methods.
The limits of AI processing
Nevertheless, it would be premature to declare the end of human mediation. Despite their capabilities, AI systems have limitations. They are prone to errors ("hallucinations"), meaning they invent facts. They often misunderstand context and perpetuate biases from their training data. Studies show that many AI search results can contain errors.
These boundaries create space for qualified journalistic work and thus also for high-quality information from companies. The difference lies in the quality: While run-of-the-mill announcements get lost in the crowd, genuine facts and exclusive information still have value. However, the demands placed on this information are increasing.
Journalists today no longer need basic information they can Google. They need exclusive insights, access to non-public data, interviews with decision-makers, or background information. This kind of information cannot be provided through standard texts; it requires strategic work.
The result is a divide: Companies either invest in high-quality information delivery, or they use direct channels. The middle ground – standard PR without added value – is becoming less and less economically viable.
The tension between quantity and quality
A major problem is the discrepancy between internal expectations and external reality. Many companies measure success by numbers: the number of emails sent or the size of the distribution list. These numbers create a false impression of activity but don't measure the true value, such as media coverage or reputational gains.
This leads to an overproduction of negative press releases. Press offices are under pressure to communicate even when there is nothing new. The result is unimportant texts that only annoy journalists.
The inefficiency of this system is clear, but difficult to change. Shifting the focus from quantity to quality would mean that departments could also remain silent when there is nothing to say. However, this often contradicts the logic in companies where communication is seen as an ongoing task.
This reveals a conflict: From an economic perspective, it would make sense to communicate less, but better. Organizationally, this is risky because it could call into question the department's very existence. That's why many cling to old methods.
The solution requires a realignment. Instead of text factories, communications departments should be strategic advisors who manage all channels. Their value lies not in the quantity of output, but in the quality of the strategy and its contribution to business objectives.
The transformative power of platforms
Another factor is the power of digital platforms. Google, LinkedIn, and others control the flow of information. They favor content that is visually appealing and encourages interaction. The traditional press release doesn't offer that.
LinkedIn is particularly important for B2B. Those who publish well-researched articles there often reach more decision-makers than through press releases. The algorithm prefers real people to company logos, rewarding expert status. This shifts power from the press office to the individual expert.
The consequences are far-reaching. Investments in the personal brands of executives often yield better results than institutional PR. However, this requires a change in mindset: employees must be empowered to act as brand ambassadors. This creates reach, but it requires trust.
Platforms are also changing the currency of attention. Instead of circulation figures, likes, shares, and clicks are what count. These are measurable and allow for a better assessment of success. A strong LinkedIn post can be evaluated directly; this is more difficult with a press release.
The return of the trade press and the pressure to specialize
Interestingly, specialized trade publications are experiencing a kind of renaissance. In many industries, trade magazines are very important because they reach precisely the decision-makers. These media outlets need in-depth technical information that they cannot research themselves.
For companies, this means: Traditional public relations can be useful, but it must be very focused. Instead of contacting everyone, companies cultivate close relationships with a few specialist publications. The quality of the information must be high: technical details, market analyses, or user reports.
It's no longer about maximum reach, but about the right reach. An article in a specialist magazine can be more valuable than numerous mentions in general media. This work is time-consuming, but yields better results.
The paradox: While mass communication is losing value, specialized communication is gaining. Both follow the logic of efficiency. Broad distribution is wasteful, focused communication is efficient.
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The removal of the gatekeepers
The role of journalists as gatekeepers has fundamentally changed. Previously, newsrooms decided what was made public. This ensured quality. Today, companies can communicate directly.
This direct access has two sides. On the one hand, communication is more efficient without filters. On the other hand, there is a lack of quality control, which increases the risk of misinformation. Studies show that local actors often bypass the press and create their own public sphere.
For companies, this means more freedom, but also more responsibility. They must ensure that their information is accurate. The temptation to disguise advertising as news is strong, but ultimately damages credibility.
The best strategy is a mix: direct communication for basic information and target group outreach, supplemented by strategic media relations for credibility. Mass press releases don't really fit anywhere and are losing their effectiveness. Instead, you need good content for your own channels and tailored information for media partners.
This demands new skills. Instead of just writing texts, communications professionals must develop formats, manage channels, analyze data, and cultivate networks. The job profile is shifting from journalism to digital marketing and strategy.
The traditional press release isn't dying out immediately, but it's fading as more efficient tools take over. That's the way innovation works: the old is replaced by the better. Companies that recognize this early save money and communicate more effectively. Those who cling to the old ways waste resources. The economic indicators are clear.
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