The Advantages of a Press Release for Your Brand

A press release is worth sending when you have real news. Its main advantages are that it gives journalists the facts in a format they recognise, creates an official record you control, and can reach many newsrooms at once. What it can't do is guarantee coverage or build backlinks on its own.

What is a press release?

A press release is an official statement sent to the news media to announce something new: a product launch, a funding round, a partnership, research findings or a leadership change. Journalists treat it as a primary source.

The format is old. Ivy Lee, often called the father of modern public relations, issued what is widely seen as the first press release in October 1906, after a Pennsylvania Railroad accident in Atlantic City. The New York Times printed his statement in full.

A standard release has a headline, a dateline, an opening paragraph that answers who, what, when, where and why, a body with details and quotes, a short "about" section on the company (the boilerplate), and media contact details. It is usually written in the inverted pyramid style, with the most important facts first.

What are the advantages of a press release?

It gives journalists what they need

Reporters get many pitches. A release puts the facts, quotes, dates and contact details in one familiar place. That makes it easier for them to check your story and write their own.

It creates an official record you control

The release is your version of the news, in your words, with the details you chose. Journalists, analysts, partners and customers can all refer back to it. Publish it in a newsroom section on your own site too, so it stays findable.

It lets you control the timing

The dateline sets when the news is public. You can send a release in advance under embargo, so journalists can prepare stories that go live at the same moment. See what an embargoed press release is.

It reaches many outlets at once

Through a distribution service, one release can reach newsrooms, trade publications and news databases across regions or industries in a single send. That is faster than pitching each outlet by hand, though the two work best together.

It meets disclosure needs for listed companies

In the US, the SEC's Regulation FD stops listed companies from sharing material information with a few investors first. The rule names press releases distributed through a widely circulated news or wire service as one acceptable way to make information public.

It supports sales and marketing

A launch or funding release gives your sales team a credible link to share with prospects. Any coverage it earns can be quoted on your website, in decks and in emails, with permission where needed.

It can lead to coverage that helps SEO

The links inside a widely distributed release are not where the SEO value lies. The value comes when journalists write their own stories about your news and link to you because it is useful to their readers.

Do press releases help SEO?

Not directly, and they can hurt if misused. Google's spam policies list "links with optimized anchor text in articles, guest posts, or press releases distributed on other sites" as link spam.

So:

• Use your brand name or a plain URL as link text, not keyword-rich anchors.
• If you pay for placement, paid links should carry rel="sponsored" or rel="nofollow".
• Treat the release as a way to earn editorial links, not as link building in itself.

What are the limits of a press release?

• Pick-up is not guaranteed. Distribution puts your news in front of journalists. It doesn't make them write about it.
• Non-news gets ignored. A minor feature update or a sales promotion dressed up as news rarely earns coverage.
• Republished copies are not coverage. Some sites republish releases word for word. That puts your release online, but it is not the same as a journalist writing a story.
• It is one channel. A release works best alongside direct pitches to the right reporters, your own channels and your sales team.

Are press releases still effective?

Yes, for real news aimed at the right audience. They are less effective as a general marketing tactic. Before you send one, ask whether a journalist covering your industry would care. If the honest answer is no, a blog post, customer email or LinkedIn update may serve you better.

How to choose a press release distribution service

Distribution services range from paid wire services with national and international networks, to industry-focused services, to free sites that simply host releases. To choose:

1. Ask where the release really goes. Which newsrooms, trade outlets, databases and websites receive it, and in which regions?
2. Check the targeting. Can you send by industry, topic and location, or only to a broad list?
3. Look at the reporting. What does the service report afterwards, and does it separate journalist views from automated republication?
4. Compare pricing models. Some charge per release, some by word count or region, some by subscription. Get a full quote before you write.
5. Check compliance needs. Listed companies need distribution that meets disclosure rules in their market.
6. Read recent user reviews on independent review sites, and ask for sample reports from releases in your industry.

How to get more from your press release

• Lead with the news, not the company history.
• Include one or two quotes that add opinion or context, not repeated facts.
• Add a contact who will answer the phone that day.
• Send a short personal pitch to the reporters who cover your space.
• Link from the release to a landing page with more detail, and tag the link so you can measure visits.

For the writing itself, read the rules for writing a good press release and how to write a press release for an event.