When a press release is worth writing

Press releases have been part of marketing for a long time, and they can still help. They just work differently than they used to. A release isn't a shortcut to search rankings. Its value comes from real news reaching people who care.

Start with real news

A new product, a significant partnership, an expansion or original research can all justify a release. A routine update usually can't. Ask whether someone outside your company would find it interesting.

Write for one audience

Decide who should read it, such as trade publications, local media or customers. Write the headline and first paragraph for them, stating what happened and why it matters.

Make it easy to use

Journalists and readers should find the facts quickly. Include a useful quote, relevant background and clear contact details. Skip the superlatives, which make a release less credible.

Publish it on your own site too

Keep a version on your website, so it supports your wider content and gives people a page to link to. Then share it with your customers and on the social channels you use.

Treat it as one part of a plan

A release works best alongside your other content and outreach. The goal is credibility and awareness over time, more than a one-day traffic spike.