Press Releases in 2026: Effective Tool for Businesses?

When I launched Debsie, I had one primary goal: to make the strategic brilliance of chess accessible to anyone, anywhere in the world. Along the way, I’ve realized that running a business—even one as passion-driven as ours—requires strategy that’s just as calculated and creative as a chess game. Today, I want to share my thoughts on an oft-overlooked move on the business chessboard: the press release.

Let’s take a step back for a moment. If you’ve ever spent time in the business world, you’ve probably heard people dismiss press releases as “old-school.” With social media, influencer marketing, and the seemingly endless deluge of digital ads, press releases can feel like relics of a bygone era. But are they?

As we go through 2026, I’ve found myself rethinking this assumption. Here’s my take: press releases aren’t just relevant; they’re powerful. When used wisely, they’re not only a cost-effective tool for businesses but also a medium that can shape your brand, amplify your voice, and engage with an audience you might not otherwise reach.

The Power of Press Releases in 2026

So, what makes press releases still effective in today’s fast-paced digital ecosystem? We did a Debsie press release just some days back and here are our thoughts.

1. Credibility in an Age of Skepticism

Let’s face it: we live in an age where trust in information is at an all-time low. Consumers are bombarded with ads, influencers, and questionable “news.” Amidst all this noise, a press release published on a reputable news platform stands out as a beacon of legitimacy. There’s something about seeing a company’s announcement framed as news rather than an ad that fosters credibility.

For example, when we launched our latest online chess courses earlier this year, we issued a press release. We didn’t just want to make an announcement; we wanted to communicate our story—the “why” behind our new programs—and show the world how this offering fit into our mission. The release got picked up by a few respected outlets, and the result? A noticeable boost in both course sign-ups and inquiries about our brand. People trust what they perceive as news.

2. SEO Goldmine

This might be the least glamorous reason to use press releases, but it’s incredibly practical. In 20266, search engines are still the primary gateway to information, and press releases, when optimized for search, can help your business rank higher in search results.

When crafting a press release, think about keywords your audience is searching for. Are you launching a new product? Use terms your potential customers might type into Google. For Debsie, we’ve had success targeting keywords like “learn chess online,” “best chess school,” and “interactive chess lessons.” It’s not about gaming the system; it’s about making it easier for the right people to find you.

3. A Gateway to Partnerships

Press releases often catch the eye of more than just consumers. Industry partners, potential collaborators, and even investors pay attention to well-crafted releases. When your announcement is clear, engaging, and newsworthy, it’s like a calling card for opportunities.

I remember when we issued a press release announcing a partnership with a major international chess federation. The visibility it gave us not only strengthened our relationship with that federation but also opened doors to other partnerships we hadn’t even considered. Suddenly, we were being approached by organizations that wanted to collaborate on projects, sponsor events, or co-create content. None of that would have happened if we’d relied solely on Instagram posts or email campaigns.

How to Make Press Releases Work for You

Here’s the catch: not all press releases are created equal. A mediocre release won’t deliver the results you’re hoping for. If you’re thinking about incorporating press releases into your business strategy in 2026, here’s how to do it effectively.

1. Focus on a Newsworthy Angle

Think about the last time you clicked on a news story. Why did you care? A good press release is no different—it needs a hook. Ask yourself: why would anyone outside of my immediate circle care about this? Whether you’re announcing a product, sharing a milestone, or unveiling a partnership, find the angle that makes your story relevant to a broader audience.

2. Write for the Reader, Not Just the Reporter

Yes, press releases are technically meant for journalists, but in 2026, they’re often consumed directly by the public. Write in a way that’s engaging and accessible. Avoid jargon, keep your sentences clear, and use quotes from key figures in your company to add a human touch.

3. Leverage Distribution Channels Wisely

Gone are the days when you had to rely solely on PR agencies or wire services to distribute your release. Today, there are countless ways to get your story out there. From self-publishing on platforms like LinkedIn to targeting niche industry publications, you can tailor your approach to suit your goals and budget.

That said, don’t underestimate the value of wire services like PR Newswire or Business Wire. They’re still incredibly effective for reaching journalists and boosting your online presence.

Challenges to Watch Out For

Of course, press releases aren’t a magic bullet. They work best as part of a broader strategy, and there are some pitfalls to avoid.

1. Overuse and Oversaturation

Not every piece of news warrants a press release. If you’re issuing one every week, you’ll risk overwhelming your audience and diluting your impact. Save press releases for genuinely important announcements.

2. Neglecting Follow-Up

A press release is just the starting point. To maximize its impact, follow up with journalists, share the release on your social channels, and engage with any feedback or questions that arise.

3. Failing to Track Results

What’s the point of a press release if you don’t measure its success? Use tools to track metrics like views, clicks, and engagement. This data will help you refine your approach over time.

Final Thoughts: The Chess Analogy

In chess, every piece has a purpose. The pawn might not be as glamorous as the queen, but used strategically, it can secure the game. I like to think of press releases as the pawns of the marketing world: unassuming but invaluable. They might not have the flash of a TikTok campaign or the viral potential of a tweet, but they’re steady, reliable, and capable of delivering results when played well.

As we move further into 2026, businesses of all sizes should rethink the humble press release. Whether you’re a startup making your first splash or an established company looking to stay relevant, press releases can help you tell your story in a way that’s authentic, credible, and impactful.

At Debsie, we’re all about strategy—and I’ve learned that in the game of business, press releases are a move worth mastering. So, to my fellow entrepreneurs: don’t underestimate this timeless tool. Who knows? It might just be the move that wins you the game.