Press releases for eCommerce: When to send them and how to get results
Good PR is not about blasting a press release to hundreds of journalists.
The truth?
90% of the time, you don’t even need a press release.
A strong PR strategy is built on targeted press outreach—pitching the right journalists at the right time with a compelling hook. Simply firing off a press release to your entire media list? That’s not the way to go. PR is about relationships, personalised outreach, and strong storytelling.
That said, a press release can be a valuable supporting asset, in some cases. Attaching one to your pitch email helps journalists quickly grab extra details—without overwhelming them with a long-winded message. (Because let’s be real — no one has time for lengthy emails.)
What is a press release?
A press release is an official statement or announcement that a company, brand or organisation shares with the press to communicate newsworthy information. It gives journalists everything they need to cover a story in a clear, structured way.
A well-crafted, one-page press release delivers time-sensitive details in a concise, easy-to-use format.
What makes a press release effective?
A strong press release includes:
✔️ Key details – Relevant times, dates, locations, and images
✔️ Concise info – 3–4 short, sharp paragraphs
✔️ A newsworthy hook – Plus facts and figures to back it up
✔️ Quotes – 1–2 punchy quotes from the brand/founder
And it should be:
✔️ One page – short and snappy
✔️ On-brand – designed in line with your brand guidelines
✔️ Interactive – exported as a PDF with hyperlinks for easy access
When should you use a press rrelease?
Press releases work best as supporting assets for:
Events
Hosting a product launch, brand activation, or pop-up? A press release covers the who, what, when, where and why, making sure journalists have all the key details in one place.
Stores
Opening a new store or expanding to a new location? A press release can highlight what makes your retail space unique, launch offers and why it’s an exciting addition to the community.
Collaborations
Partnering with a brand, artist or influencer? A press release helps frame the story— why it’s newsworthy, why it matters and how it benefits customers. The stronger the angle, the more likely it is to get picked up by magazines or newspapers.
How to use a press release in your eComm brand PR strategy
Instead of sending a standalone press release, attach it to your pitch email as a supporting document.
Press releases aren’t always necessary, but when used strategically, they can be a powerful tool to amplify your message.
So, skip the mass press release send-outs. Instead, focus on strong, targeted pitching - and use a press release only when it truly adds value to your in-house PR efforts.
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