Are press releases still relevant for SMEs in 2025?

According to PR Newsire’s distribution analysis, online press releases can reach an average of 275% more readers than traditional methods. However, the proliferation of social media, online communication platforms including Telegram and WhatsApp, and more sophisticated online to offline marketing strategies, raises critical concerns about traditional public relations strategies, including the dissemination of press releases. 

 One of the biggest advantages of media publications lies in the legitimacy and trust given to them by their readers. Media publications spend time and effort building a platform that ensures that the information shared is verified and trusted by their readers. 

As such, while other existing platforms allow for information to be shared with their audience, the lack of ability to ensure that information shared is verified and factual deters the audience from using these platforms as a news sources. 

Press releases continue to prove to be an essential tool but the role has evolved, particularly for SMEs

This is where press releases present themselves as a powerful tool for companies to connect with these media publications and eventually, the public. Nonetheless, together with the rapidly changing environment, the role of press releases has evolved significantly.

Especially for SMEs with limited resources than larger corporations, understanding the efficacy of press releases in this new era is vital.

• SMEs must target more niche industrial publications rather than merely relying on mainstream media

Mainstream media publications such as The Straits Times (in Singapore) and New Straits Times (in Malaysia) receive hundreds of press releases daily. Hence, it is unsurprising that these mainstream media publications would often only cover press releases of highly reputable brands, highly relevant announcements, or a press release with exceptionally groundbreaking news.  

Hence, while larger, more reputable brands rely on these mainstream media publications for media coverage, SMEs are merely disseminating these press releases to establish credibility and visibility with the respective journalists from these media publications. Often, the goal is to pique the journalist’s interest in hopes for an op-ed, commentary or interview opportunity. 

Thankfully for SMEs, there’s been a growing number of niche industrial publications such as e27, TechNode Global, and SME Magazine, which can offer direct access to the relevant audience and are more likely to guarantee media coverage. Thus, press releases for SMEs are no longer just a generic tool for mass dissemination, but a highly targeted one that reaches out to niche publications. 

• Press releases are about creating a compelling story rather than corporate messaging for SMEs

With the goal of press release dissemination being to pique the journalist’s interest in a media opportunity, having a strong emphasis on developing a good brand story is very important. For instance, press releases developed by larger corporations often contain formal and regulatory press content. For SMEs, the focus should be on creating a brand story which can be achieved through highlighting any customer success stories, profile of the founder, or impact it has created for its community. The main focus would be to create a story that drives an emotional connection with the audience, which always piques the interest of journalists. 

Let’s delve into two unique examples, both of which are press releases I’ve worked on for two very different clients of ours: 

1. Seven projects honoured at Singapore’s Public (Service Science, Technology and Engineering Conference) STEC 2024

For this press release, we’ve worked with the Public Sector Science & Technology Policy & Plans Office (S&TPPO) to develop a press release where we help secure media coverage for the STEC 2024. With the client being a department under the Prime Minister’s Office (PMO) and the inclusion of Mr Chan Chun Sing (Minister-in-charge of the public service), it is unsurprising that mainstream media are more likely to cover the press release due to the high relevancy and reputation of the conference. 

With that, the press release that we developed for the STEC 2024 was heavily focused on announcing the STEC 2024 award recipients with more information about the goal of the conference. The press release has since been covered by mainstream media publications including CNA, Channel 8, Lianhe Zaobao and niche media publications such as GovInsider. 

2. From layoff to launch: Former Growth and Marketing Lead at Tripadvisor, Chope and foodpanda launches OtterHalf to fill a marketing gap in the tech industry

So what happens when we’re presented with a client who only recently started their business and has yet to build any reputation or relevancy? We focus the press release on story-telling and creating a captivating brand story that would pique the interest of the journalists. 

For OtterHalf, we were tasked with developing a press release to announce the launch of a marketing agency that focuses on helping growth-stage tech businesses in Singapore. Being a recently launched business, the client did not have any brand success stories to share or strong social impact that would be newsworthy enough. Instead, we turned our focus on creating a story based on the unique past experience of the founder, Cassandra Ong. 

The press release spotlighted the unique achievements of Cassandra including her past experiences leading multiple marketing and global partnerships teams in tech companies including foodpanda, Chope and Tripadvisor. To drive relevancy and emotional connection with the journalists, Cassandra’s unfortunate experience of being laid off was mentioned. 

By shifting the brand narrative towards Cassandra’s professional journey and the overarching problem OtterHalf aims to address, we successfully crafted a narrative that resonated strongly with journalists. As such, the press release secured media opportunities with niche industrial media publications including TechNode Global and e27. 

Press releases are poised to remain an essential tool for SMEs

The media landscape will continue to evolve, especially in 2025, and it is up to SMEs to prioritise targeted distribution to ensure that their messages reach their appropriate audiences. While this can be achieved by identifying key media outlets and journalists, understanding the preferences and interests of the various target demographics also plays a vital role. 

By introducing a digital-first approach that effectively uses both traditional media publications and social media platforms, SMEs can reap the benefits of both platforms. That is, to disseminate press releases to both media publications and to leverage channels such as LinkedIn, Facebook, and Instagram to amplify their press release further, facilitating direct engagement with potential audiences. 

Through the embracing of a strategic mindset, SMEs can ensure that press releases are not merely a formality but a great tool for driving engagement, building brand awareness and driving growth. 

At SYNC PR, we create impactful press releases that get results. Get in touch at hello(@)syncpr.co and let us help you share your story effectively. Your next powerful press release starts here!