Current trends in preparation of press releases in digital marketing

The article aims. The purpose of the article is to review and systematization of key trends in writing and distributing press releases in the digital environment. Analyses results. Today, the effectiveness of a press release is determined not only by its content and structure, but also by how well it is adapted to the realities of the digital media space and social networks, as well as how personalized the approach to communication with journalists and opinion leaders is. In an era of information overload, when every journalist and blogger receives hundreds of messages every day, standard press release mailings often go unnoticed. A personalized approach is needed that increases the chances of publication and helps build long-term, high-quality relationships with media representatives. In the digital space, a press release ceases to be a static text and evolves into an interactive multimedia format. This involves the active use of multimedia elements: adding not only high-quality photos and videos, but also integrating audio recordings, animated graphics, interactive elements (infographics), presentations and even video content. Thanks to interactivity and multimedia, a press release ceases to be a one-sided message and turns into a full-fledged element of a communication strategy. A social press release is defined as a format specifically designed to maximize the capabilities of social media, blogs, forums, and other online channels. In addition to the main news story of the company and quotes from its representatives, a social press release should include links to previous media mentions on the relevant topic, links to corporate blogs and podcasts, embedded YouTube videos, links to online customer communities, and other relevant resources. The use of AI greatly simplifies the work of a public relations specialist, including when preparing press releases. However, the human factor remains key to creating quality content. Influencer marketing continues to evolve, and a key trend in public relations is actively collaborating with nano- and micro-influencers. This approach is proving particularly valuable for brands looking to engage with a well-defined niche audience and build authentic, trusting relationships with them. Rather than relying on the broad but often less engaged reach that macro-influencers provide, brands are increasingly choosing to partner with thought leaders who have smaller but more loyal and engaged audiences that resonate with their values. Recent years have shown that consumers increasingly value companies that don’t just talk about important social issues, but actually put their values into practice. This trend has only intensified in 2025. It’s no longer enough for businesses to make formal statements – audiences expect concrete actions and evidence of a responsible approach. In the field of press releases, this means a change of emphasis: instead of abstract phrases about supporting certain initiatives, brands should demonstrate real cases, social projects and achievements. It is important that any appeal to the audience has a clear social subtext and reflects the true mission of the company. Conclusions and directions for further research. Rapid digitalization is radically changing approaches to public relations, and press releases are no exception. The changes have affected the appearance and platforms for their distribution. They are published on websites, social networks, blogs, etc. It is important to select precisely those digital platforms that will help the company achieve the highest quality coverage of the target audience. Instead of mass mailings, personalization comes to the fore. To attract users' attention, press releases become interactive and multimedia, engaging with visual content. Today, it is not enough to simply report the news - it is important to tell it in a way that touches the heart. That is why the press release format is gaining popularity, including photos, videos, infographics and giving journalists ready-made materials for publication. Artificial intelligence simplifies routine tasks, but it will not replace creativity and emotional intelligence. Brands are increasingly working with nano- and micro-influencers, as they have a closer connection with their audience. Companies are also focusing more on business ethics and social responsibility, as people expect not only beautiful words, but also real actions.