You have an important announcement about your company: the launch of a new product, an executive appointment, the opening of a new location, or a new partnership.
So you develop a communication strategy that includes press relations, social media posts, and perhaps an event…
But should you share your press release on LinkedIn? How can you use this social network to amplify your announcement?
Why share a press release on LinkedIn?
“Dear network.” As this famous opening line illustrates, posting on LinkedIn means addressing your professional network. But how do you integrate the platform into your press relations strategy?
It all depends on the audience you want to reach. The platform can serve as a relay to address decision-makers, partners and potential customers. Indeed, 80% of B2B leads from social networks come from LinkedIn, according to Brenton Way (2026). Communicating about your corporate news therefore helps build credibility with the players in your sector.
LinkedIn can also serve as a relay to journalists. According to the Cision State of the Media 2026 study, it is the platform most used by journalists in a professional context. 62% use it to manage their network, but also to monitor news and look for new sources of information.
One last point concerns the visibility of content in search engines based on artificial intelligence. According to a study conducted by Semrush between January and February 2026, LinkedIn is the second most cited domain across the major AI search platforms (ChatGPT Search, Perplexity and Google AI Mode), behind Reddit. A LinkedIn source appears in 11% of the answers analyzed.
These results show that content published on LinkedIn can contribute to the information chatbots draw on when describing a company.
These data position LinkedIn as a strategic visibility tool for your brand, to be integrated into a press relations campaign. Here are some tips to amplify your impact by publishing your press releases the right way.
How do you adapt a press release to LinkedIn’s codes?
Sharing a raw press release is not enough on LinkedIn.
To maximize the impact of your announcement, you need to master the platform’s codes when writing your post. One of them is to provide context and place the news within a broader issue.
For example, if you are announcing the launch of a new product, your post can tell the behind-the-scenes story of the creation process, or an anecdote about a problem encountered (and overcome) along the way. Adding context and making the information concrete encourages engagement.
It is also preferable not to limit your posts to promotional content. A post can share information, lessons learned or insight on a subject related to the announcement. The press release then remains the reference document, while LinkedIn allows you to develop a complementary angle.
The choice of the account to publish from can also make a difference. According to the Metricool LinkedIn 2026 study, personal profiles generate an engagement rate that is on average 63% higher than company pages. Posts on personal accounts appear more authentic and spark more conversation, whereas corporate content tends to earn more shares.
Finally, in the same spirit of fostering authenticity, credibility and trust, avoid using AI to write your post. According to an article in Les Échos from July 2026, AI blurs the clarity of the message. What is more, the writing style of these tools is easily recognized by your network, as well as by the platform’s algorithm.
Sharing a press release on LinkedIn therefore requires a few reflexes. The goal is not to copy and paste the press release, but to accompany it with content adapted to the platform.
How do you publish a press release on LinkedIn? Four steps to share your announcement
Here are a few steps to follow to successfully publish your press release on LinkedIn.
1/ Find a good hook
The hook is the first part of the text visible before the “see more” button appears. It must make people want to keep reading. These first sentences can present the main information, ask a question or highlight a figure. The goal is to give readers a reason to continue reading.
An image or a carousel can also complement this hook. The visual makes it possible to present the information in another form and to develop several elements in a single post.
2/ Choose the right format
The choice of format depends on the nature of the announcement and the information to be conveyed. The Socialinsider study, based on 1.3 million LinkedIn posts, nonetheless shows differences in engagement between the various formats.
According to second-quarter 2026 data, multi-image posts (carousel type) show an average engagement rate of 6.90%. Native documents come next, ahead of video at 5.90%, single images at 5.20% and text-only posts at 3.95%.
These results can guide the choice of format. An announcement containing several data points can, for example, be presented in a native document or a carousel. Shorter content can remain a text post accompanied by a visual.
3/ Prepare your LinkedIn post
When writing the post, it is important to provide context and to highlight the most interesting elements of the press release.
You can, for instance, reuse a quote, a data point or a lesson linked to the announcement. The goal is to create content that complements the press release, rather than publishing it in its entirety.
4/ Choose the right time to publish
The choice of publication time depends first of all on the communication strategy. The post must be aligned with the distribution of the press release and the other communications planned around the announcement.
The day and time can then be chosen based on your audience’s habits. According to Metricool data, working days are generally the most favorable for publishing on LinkedIn. However, the best time slots vary depending on the day and the characteristics of the account.
What mistakes should you avoid on LinkedIn?
Here are a few common pitfalls to know about before integrating LinkedIn into your PR strategy:
- sharing the raw press release without context;
- systematically favoring the corporate account over the personal account;
- choosing a format without considering the nature of the information;
- publishing only promotional content;
- neglecting the announcement’s distribution schedule.
“Dear network”… These two words open a conversation, not a simple broadcast. Properly accompanied, a press release can find its place on LinkedIn and extend its reach beyond newsrooms. All that remains is to choose the right time, the right format and let authenticity speak.
FAQ: sharing a press release on LinkedIn
Can you publish a press release directly on LinkedIn?
Short answer: yes, but it is preferable not to simply copy and paste the press release. The post can include the main information while providing context, a quote, a data point or a specific angle.
Should you publish a press release on a company page or a personal profile?
Both are possible. The choice depends in particular on the objective and the target audience. Metricool 2026 data show that personal profiles generate more engagement on average than company pages.
Which format should you choose to share a press release on LinkedIn?
The format depends on the content of the announcement. A native document or a carousel can be relevant for presenting several pieces of information, while a text post with an image may suit a simpler announcement.
What is the best time to publish a press release on LinkedIn?
There is no universal time. The publication time must be consistent with the press release’s distribution schedule and take into account the habits of the account’s audience.
Should you include the link to the press release in the LinkedIn post?
Yes, if the link genuinely serves the purpose of the post. It can notably allow readers to access the full press release or a page with more information.
Read this too :
- Le « personal branding » a-t-il encore besoin des RP ?
- Marketing d’influence B2B : « Il faut oublier le nombre de likes ou d’abonnés et se concentrer sur le référencement. » - Caroline Mignaux
- Communiqué de presse ou dossier de presse : quelles différences et lequel choisir ?
Pour en savoir plus, contactez-nous et prenez rendez-vous.
