As someone who has been on both sides—both the journalist expected to publish a press release and the PR professional hoping journalists and editors will publish a client’s story—I’d say both professionals often ignore a key reality.

People don’t care about press releases. While brands want their names in the headline and to talk about their latest updates, audiences simply don’t care. In most cases, it’s a turn-off.

So, what do I recommend? Tell stories—even in your press releases.

Whether you’re announcing a new product, a feature, or a partnership, you can still tell a story. And here’s why:

1️⃣ Stories make your product human

Features tell, but stories show. When you tell a story, you’re not just talking about your product—you’re revealing its impact on real people. LifeBank didn’t just introduce a new product; it provided context for why it mattered.

2️⃣ Stories drive connection, not just awareness

You can have the best product, the sharpest copy, and the smartest features—but if people don’t feel the problem you’re solving, they’ll scroll past. Stories create an emotional bridge between you and your audience.

3️⃣ Stories build trust

Data convinces, but proof converts. A story showing how your product genuinely changed something for someone is a living case study—far more believable than any marketing claim.

Every founder has a story worth telling—that moment when your product solved a real, painful problem for someone.

The question is: are you telling it, or are you hiding it behind a generic press release?

Because in a world flooded with attention-seeking content, the brands that stand out are the ones that show impact through storytelling.