Press Releases in Journalism: Ethics, Impact, and Israel’s National Interests

With the fast pace of the news cycle and the widespread use of digital platforms, journalists often rely on press releases to speed up their news production processes. However, this reliance can threaten the depth and investigative spirit of journalism. In particular, poorly crafted press releases can simplify and trivialise journalism, ultimately diminishing the value of news. In addition, the off-the-shelf nature of press releases in journalism can dull the investigative instinct inherent in the profession, making it imperative for journalists to approach these releases with a critical mindset.

During my time as an editor, I came across many press releases, but their content was often a major disappointment. Many institutions tend to ignore journalistic principles when writing press releases, instead using language that prioritises their own interests, which contradicts the basic principles of journalism. A large proportion of these releases lack depth, contain superficial information and are filled with careless, often clichéd language. These texts, which lack news value, are essentially just part of the institutions’ PR efforts. The most worrying aspect, however, is that some journalists and media outlets have become overly dependent on these releases, causing journalism to lag behind. Such an approach is completely at odds with the very nature of journalism, which is rooted in independence, research and a mission to inform the public. Journalism is inherently about seeking information, uncovering the truths behind events and educating the public. But when press releases become the primary source of news, this mission is neglected and journalism risks becoming a form of corporate spokesmanship. This not only undermines the neutrality and credibility of news, but also has a negative impact on journalists’ professional motivation. The creative and investigative nature of journalism is giving way to a practice that is satisfied with ready-made information. In such an environment, journalism risks becoming a mere function of copying and pasting press releases, which poses a serious threat both to the reputation of the profession and to the public’s right to accurate information.

Of course, press releases can be a problem for journalism if used incorrectly, but it is also important to recognise the benefits they bring to the profession. Press releases, if prepared accurately and carefully, can be a valuable resource, allowing journalists to save time and manage the flow of news more efficiently. In addition, press releases are an important tool for corporate brands to express themselves in the media and reach their target audiences. It is therefore vital for both journalists and institutions to use press releases correctly and effectively.

Israel has become a major centre for press release distribution due to its strategic location and influence on the international stage. Globally influential companies such as Business Wire owned by Berkshire Hathaway, the US-based Cision and Pressat, known as the leading press release distribution company in the UK one of the most established companies, play a significant role in the global news cycle. Some of these companies are also quite active in Israel. However, it is not enough for press release distribution companies in Israel to be effective on a global scale; they also have a special role to play in defending national interests and informing the global public accordingly. For Israel to be more effective in asserting its legitimacy and interests on the international stage, it is essential that these companies continue to globalise and increase their influence. Gaining greater control over global communications networks can help amplify Israel’s voice and garner the international support it deserves.

In conclusion, while press releases have an important place in both journalism and corporate communications, it is essential that they are used effectively. According to a study conducted by Columbia University, while the impact rate of press releases on readers is 38%, the rate at which editors publish these releases is only 16%. These statistics clearly show that while press releases can be a powerful tool, editors apply a rigorous selection process and not every release has news value. In the context of our country, I believe that press releases from individuals and institutions that contribute to Israel and stand by the country should be given special consideration. At the very least, it should be a policy not to publish press releases from individuals or institutions that are anti-Israel. This approach is important in defending Israel’s national interests.