Published on: April 14, 2025 / Updated on: April 14, 2025 – Author: Konrad Wolfenstein
Media and public relations: Between chance and strategy – What are the real chances of success? – Image: Xpert.Digital
Why free press work is becoming increasingly difficult
Press releases are changing: How companies can stay visible
Many companies and PR professionals wonder whether the success of their press work is truly largely a matter of chance. Research shows that there are concrete figures on success rates and clear strategies that can significantly increase the chances of publication.
Many companies squander valuable potential by viewing public relations as a tiresome obligation: boring texts, bland topics and no "wow" effect
Trade publishers and media companies often make it even more difficult to publish press releases for free. The trend is for publishers to preferentially place paid content such as advertorials or sponsored articles instead of printing free press releases. For companies, this means they either have to allocate budget for paid publications or choose more creative approaches to make their content attractive to newsrooms.
The increasing challenges in the digital media landscape are further exacerbating this situation. Established business models of publishers are coming under pressure, partly due to the use of artificial intelligence, such as Google's AI Overviews. This trend suggests that publishing free press releases could become even more difficult, or even less likely, in the future.
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The statistical realities of press relations
The facts speak for themselves: The average publication rate of all press releases in Germany is a mere 17 percent. This means that more than four out of five press releases sent out never make it into the media. This low rate is also confirmed by other studies. According to a study by the Journalism Center for Business and Administration, an editor receives an average of 48 press releases daily, 85 percent of which cannot be used editorially.
The reasons for this low success rate are manifold:
- 40 percent of incoming messages are completely unsuitable for the respective department from the outset
- Editors spend between half an hour and two hours a day just sorting out unsuitable press releases
- In 67 percent of newsrooms, press releases are not forwarded if the addressed editor is absent
Is public relations really a matter of luck?
“Public relations without MRA is like a night hike without a flashlight: reaching your destination is a matter of luck,” is how Bernt Armbruster aptly describes the situation. MRA stands for Media Resonance Analysis, a tool that analyzes and improves the effectiveness of one's own public relations work.
Nevertheless, there are providers who claim to achieve above-average success rates. For example, one PR service provider proudly reports: “Over 97 percent of our media information is used by journalists.” However, such statements should be viewed critically, as industry experts simultaneously warn: “PR on a success-fee basis and guarantees of articles are extremely dubious in the PR industry.”.
Factors that determine success and failure
The success of public relations work is not purely a matter of luck, but is influenced by various factors:
News value as a key factor
Communication science has identified factors that increase the likelihood that journalists will report on a topic. These so-called news factors include:
- news
- Vicinity
- scope
- People (especially celebrities)
- Drama
- Curiosity and superlatives
- conflict
- sex
- feelings
- Progress
In simplified terms, some PR professionals also refer to the “three T’s – tits, dead people, animals” as topics that the media particularly like to report on.
Studies as a door opener
Press releases that refer to studies have a particularly good chance of being published. On average, 8.8 percent of articles in the politics and business sections discuss a study, which corresponds to about a quarter of all articles in these areas. Study results most frequently reach newsrooms via press release or newsletter (68.6 percent).
Distribution routes and timing
Email distribution has increased significantly. While in 2007, 77 percent of press offices primarily sent their releases via email, a later survey revealed this figure had risen to 91 percent. Most press releases are sent on Thursdays, which should be taken into account during planning.
Strategies to increase the success rate
To maximize the chances of publication, experts recommend various approaches:
1. Targeted communication
“Don’t send your message indiscriminately to as many recipients as possible. Irrelevant content can lead to journalists eventually ignoring your messages.” Before each distribution, check whether the distribution contacts are truly relevant to the specific topic of your message.
2. Offer added value
Your press release will be read if it offers added value. This added value determines whether a journalist picks up your message, whether a potential customer reads your press release, or even whether you are found via Google search.
3. Multi-channel strategy
In addition to traditional email distribution, companies should also publish their press releases on their own website, on social media, and on press portals. This increases reach and visibility.
4. Don't underestimate specialist media
Trade journals and other specialist media reach a smaller, but particularly relevant target group: namely, decision-makers and potential customers seeking solutions to their professional problems. According to a 2024 study, 70 percent of the surveyed executives, civil servants, and self-employed individuals stated that they enjoy reading trade journals regularly.
5. Monitoring and Analysis
A professional media resonance analysis (MRA) can help to continuously improve your press work. It indicates whether your messages are reaching your target audience and achieving the desired effect.
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Not luck, but skill and strategy
While the general success rates for press releases are relatively low (an average of 17 percent), research clearly shows that the success of public relations depends less on chance than on strategic approaches.
The statement “For effective public relations, the quality of a press release and the selection of the right contact person are far more important than wide distribution” aptly summarizes the core of successful public relations. Companies that know their target groups precisely, identify relevant topics with genuine news value and prepare them professionally, and specifically target the right media channels can significantly raise their success rate above average.
Public relations work is therefore not primarily a matter of luck, but a craft that, if executed professionally and with a clear strategy, can certainly bring measurable and repeatable success.
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