Published on: April 14, 2025 / update from: April 14, 2025 - Author: Konrad Wolfenstein
Media and press work: Between chance and strategy- how high are the chances of success really? - Image: Xpert.digital
Why free press work is becoming increasingly difficult
Press releases in change: How companies remain visible
Many companies and PR managers wonder whether the success of their press work is actually mainly left to chance. The research shows that there are concrete figures on success rates and clear strategies that can significantly increase the chances of publication.
Many companies give away valuable potential by considering press work as a annoying duty: boring texts, bland themes and no "wow" effect
The specialist publishers and media houses often make the free publication of press releases more difficult. The trend is that publishers prefer to place paid content such as advertorials or sponsored items instead of printing out free press releases. For companies, this means that they have to plan either budget for paid publications or choose more creative approaches in order to make their content attractive to editorial offices.
The increasing challenges in the digital media landscape also tighten this situation. Established business models of publishers come under pressure, also through the use of artificial intelligence, such as Google's AI Overviews. This trend indicates that the publication of free press releases could become even more difficult to less likely in the future.
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The statistical realities of press work
The facts speak a clear language: the average impression rate of all press releases in Germany is just 17 percent. This means that more than four out of five press releases did not find their way into the media. This low quota is also confirmed in further studies. According to an investigation by the journalist center economy and administration, an editor receives an average of 48 press releases every day, of which 85 percent cannot be used.
The reasons for this low success rate are diverse:
- 40 percent of the incoming communications do not match the respective department from the outset
- Editors only need between half a half and two hours a day to sort out unsuitable press releases
- In the absence of the addressed editor, press releases are not forwarded in 67 percent of the editorial offices
So is press work really a matter of luck?
"Press work without MRA is like a night hike without a flashlight: a matter of luck whether you reach your goal," Bernt Armbruster describes the situation aptly. MRA stands for media resonance analysis, an instrument that analyzes and improves the effectiveness of its own press work.
Nevertheless, there are providers who claim that they achieve above -average success rates. A PR service provider proudly reports: "Our media information is further exploited by journalists at over 97 percent". However, such statements should be viewed critically, because at the same time industry experts warn: "PR on the basis of success and guarantees for articles are extremely dubious in the PR industry".
Factors that decide on success and failure
The success of press work is not a pure gambling, but is influenced by various factors:
News value as a key factor
Communication science has identified factors that increase the likelihood that journalists report on a topic. These so -called news factors include:
- news
- Vicinity
- scope
- People (especially celebrities)
- Drama
- Curiosity and superlatives
- conflict
- sex
- Feelings
- Progress
Simplified, some PR specialists also speak of the “three T's tits, dead, animals” as topics that the media particularly like to report.
Studies as a door opener
Press releases that relate to studies have special opportunities. On average, 8.8 percent of the articles in the politics and business departments address a study, which corresponds to a quarter of all articles in these areas. Study results most often get to the editorial offices (68.6 percent) by press release or newsletter.
Distribution channels and timing
The email shipping has increased significantly. In 2007, 77 percent of the press offices mostly sent their reports by email, in a later survey it was already 91 percent. Most press releases are sent on Thursdays, which should be taken into account when planning.
Strategies to increase the success rate
In order to maximize the chances of publication, experts recommend various approaches:
1. Plaid address
"Do not send your message to as many recipients as possible. Irrelevant content can lead to the journalists' journalists and journalists at some point". Before spreading, check whether the distribution contacts are really relevant for the respective message issue.
2. Offer added value
Your press release will be read when it offers added value. The added value determines whether a journalist records your message whether a potential customer reads your press release, or whether you are found via Google search.
3. Multi-channel strategy
In addition to classic email shipping, companies should also publish their press releases on their own website, on social media and on press portals. This increases range and visibility.
4. Do not underestimate specialist media
Specialist magazines and other specialist media achieve a smaller but particularly relevant target group: namely decision -makers as well as potential customers who are looking for solutions to their professional problems. According to a study from 2024, 70 percent of the managers surveyed stated that they like to read specialist journals regularly and regularly.
5. Monitoring and analysis
A professional media resonance analysis (MRA) can help to continuously improve your own press work. It signals whether your own messages arrive at the addressees and achieve the desired effect there.
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Not luck, but craftsmanship and strategy
While the general success rates for press releases are relatively low (average 17 percent), the research clearly shows that the success of press work depends less on chance than on strategic approach.
The statement “For effective press work, the quality of a press release and the selection of the right contact person is far more important than a high scatter” summarizes the core of successful press work. Companies that know their target groups exactly, identify relevant topics with real news value and prepare professionally and specifically address the right media channels, can significantly raise their success rate above average.
Press work is therefore not primarily a matter of luck, but a craft that can bring measurable and repeatable success with a professional execution and with a clear strategy.
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