What Makes a Great Press Release in 2025? (Hint: It's Not What Your PR Firm Thinks)

A press release reaches two audiences simultaneously: human readers and NLP systems. Most IR teams write for the first and ignore the second. That is a structural error.

Algorithmic trading systems parse press releases within milliseconds of distribution. The language, structure, and placement of data points determine whether your release generates a positive signal, negative signal, or no signal at all.

Wire Services Are Infrastructure, Not Strategy

PR Newswire and GlobeNewswire ensure distribution. They do not ensure impact.

High-noise releases: - Lead with boilerplate instead of news - Bury the financial figure in paragraph three - Use adjectives that carry no data ("exciting," "transformative") - Quote executives saying nothing informative

High-signal releases: - Lead with specific number, event, or outcome in the headline - Structure data so NLP can extract it without ambiguity - Use comparative language that is defensible and specific - Include forward guidance with defined conditions

The Headline Is Parsed First

NLP scores the headline, first sentence, and final paragraph. The body is weighted less.

Effective structures: - "[Company] Reports [Metric] of [Number], [Comparison]" - "[Company] Secures [Dollar Value] [Contract] with [Named Entity]"

Ineffective structures: - "[Company] Announces Exciting New Partnership" - "[Company] Provides Business Update"

Quote Architecture

Low-signal: "We are very pleased with our progress and excited about the opportunities ahead."

High-signal: "Revenue exceeded our internal plan by 12%, and we expect operating breakeven in Q3 based on current backlog conversion rates."

The second contains a metric, comparison, forward statement, and defined condition — exactly what institutional analysts and their systems look for.

Timing

Releases at 8:00–8:30 AM Eastern, before market open, generate significantly higher algorithmic response than during or after hours.

Get your free algo score — understanding how your current releases are scored before you publish the next one is the fastest path to improved institutional impact.