Press Releases


Hello? What’s the quickest, easiest, most cost-efficient and direct way to talk to stakeholders? Press releases.

When credibly written and distributed carefully to online audiences, press releases tell a company’s story to, as the PR Newswire boasts, “the world.”

“The world” now includes bloggers, independent websites, media sites, trades and just about anyone who subscribes to appropriate RSS feeds.

Consider these opportunities:

  • Increase positive public awareness of and knowledge about your company
  • Report sales and/or quarterly results.
  • Personnel announcements
  • Talk about fundraisers, contests, etc.
  • Announce new services, products.
  • Publicize new/existing projects.
  • Hype special events.
  • React to trends/negative publicity.

There are two types of corporate press releases:

  • Back-dated press releases that educate customers/reporters of past milestones and make the company appear well-positioned for future growth. (This is not an option for publicly traded companies.)
  • New press releases released to wire and supported with aggressive media relations campaign.

Effectively written and properly search-engine-optimized (SEO’d) press releases:

  • Build visibility on web/provide information to meet due diligence.
  • Serve a legitimate purpose by providing useful information to stakeholders as well as new customers or audiences.
  • Enhance “googleability.” Correctly optimized online news releases reach the top of online search pages within 24 hours.
  • Build traffic to your site where stakeholders garner strategic information about services and can access PDF’d marketing collateral.
  • Increase visibility as articles feed to news aggregators like Google Blogsearch and Yahoo News. Put them in an RSS feed.