5 Criteria to Decide Whether An Announcement Warrants a Press Release
In today's fast-paced business world, knowing when to issue a press release can be crucial for effective communication. This article delves into the key criteria for determining whether an announcement warrants a press release, drawing insights from industry experts. By exploring topics such as newsworthiness, strategic relevance, and the "3T Test," readers will gain valuable tools for making informed decisions about their public relations strategies.
- Deliver Newsworthy and Strategically Relevant Announcements
- Apply the 3T Test for Press Releases
- Evaluate Innovation Novelty and Impact
- Focus on Elements That Interest Journalists
- Assess Impact Newsworthiness and Proof
Deliver Newsworthy and Strategically Relevant Announcements
When I advise clients or guide ECDMA member companies on communications strategy, the decision to issue a press release always centers on one primary question: Will this announcement truly matter to our target audiences and move the business forward? Many organizations fall into the habit of treating press releases as routine, but from experience leading global e-commerce operations, I have learned that a press release is only effective when it delivers news that is both genuinely newsworthy and strategically relevant.
The first consideration is impact. I assess whether the announcement has clear significance for customers, partners, investors, or the broader industry. For example, a new product or service must offer a distinct advantage or innovation, not simply be an incremental update. When consulting with multinational brands, I have often pressed teams to clarify: Does this development materially shift how we are perceived, open up new market opportunities, or address a critical business milestone? If the answer is ambiguous, I recommend finding a more targeted communication channel.
Next comes timing and context. In my work with global teams, I have seen how the same announcement can land differently depending on market conditions, competitor activity, or broader trends. I always advise aligning announcements with moments when they will resonate most, not just when internal schedules suggest. A press release should have a clear role within the wider communications strategy, supporting overarching business goals such as revenue growth, market expansion, or reputation management.
I also scrutinize the potential for earned media. Journalists and industry analysts receive a flood of releases daily. Before greenlighting a press release, I ask: Does this story provide a strong angle for media coverage, or is it better suited for owned channels like the company blog or direct customer communications? During the ECDMA Global Awards, for instance, we only publicize news that meets a high threshold for external interest and credibility, ensuring we build trust rather than dilute it.
Ultimately, the decision is rooted in strategic discipline. An effective press release should never be a default action. It must serve a clear business purpose, reflect real news value, and be timed for maximum relevance. This approach has helped my clients and partners consistently achieve stronger engagement and more meaningful brand visibility.
Apply the 3T Test for Press Releases
At Estorytellers, we ask one core question: "Does this announcement change how people experience or perceive the brand?" If it's just internal news (like a promotion), we'll share it on LinkedIn. But if it impacts customers or the industry—like launching a free storytelling tool for small businesses—it gets a press release.
We use a simple "3T Test":
Timeliness: Is this truly new, or are we just catching up?
Tangibility: Can people immediately grasp the value? (Avoid jargon!)
Talkability: Would a journalist's audience care? (Hint: If it solves a pain point, yes.)
When we redesigned a client's packaging to be dementia-friendly, the press release focused on how it helped families and not the design awards it won. This resulted in 14+ organic media pickups.
Evaluate Innovation Novelty and Impact
Press releases aren't one-size-fits-all. We look for innovation, novelty, and impact. For instance, if a luxury dogwear startup secures a significant investment or a recycled surfboard brand launches a game-changing product, that's news. We ask, "Will this engage our readers? Does it enhance or shift their understanding?" If the answer is yes, it warrants a press release.
Focus on Elements That Interest Journalists
Though there are several metrics that are important to take under consideration when choosing whether or not an announcement warrants a press release, the main criteria we use is will it have the elements that interest journalists. You can have what you think is a great press release, but if it doesn't contain the elements that catch a journalist's attention, it will do little good, and most likely, will not be picked up.
Therefore, we evaluate our potential press releases on if they contain stats, quotes, images, videos, or the relevant examples that most journalists crave. In addition, we also assess if it has an interesting hook or lead. By evaluating whether an announcement warrants a press release by its attractiveness to journalists, we are able to determine if it is worth further effort.
Assess Impact Newsworthiness and Proof
Simple test: Would a stranger care, and can we prove it? If yes, press release. If not, blog it.
Criteria I use:
1. Impact: Does it change something for customers or the market outside our walls?
2. News value: First, biggest, only, new market, regulated approval, major partnership.
3. Proof: Hard numbers, named customers or partners, live product, clear date.
4. Timing: Tied to a real event or trend so a reporter has a hook.
5. Assets: Quotes, media kit, spokesperson, and a target outlet list.
If I cannot check most of those boxes, I skip the release and publish a post to owned channels. Reporters buy stories, not announcements.
