Press Releases: The Lesser Used Marketing Tool

In the age of digital marketing, businesses are always on the lookout for the latest and greatest tools to help them promote their products and services. While social media, email marketing, and search engine optimization dominate the conversation, one marketing tool often gets overlooked: the press release.

Press releases have been around for over a century and were originally used to share news and information with the media. While their purpose remains the same today, the way they are used has evolved. Press releases can now be a powerful marketing tool for businesses of all sizes, yet they are often underutilized.

In this article, we’ll take a closer look at press releases as a marketing tool and explore why they are so valuable for businesses.

What is a Press Release?

A press release is a written statement distributed to the media to announce something newsworthy about a company, such as a product launch, new hire, or merger. Press releases are typically written in a journalistic style and are designed to be informative and engaging.

While press releases were traditionally sent to journalists and news outlets, today they can be distributed through a variety of channels, including wire services, social media, and email.

Press Releases

Why are Press Releases Important for Marketing?

Press releases can be a powerful marketing tool for businesses for several reasons:

Increase visibility: By distributing a press release, you can reach a wider audience than you might otherwise be able to. A well-crafted press release can attract the attention of journalists and bloggers, who may write about your company and link back to your website.

Build credibility: A press release can help establish your business as an authority in your industry. By sharing news and information with the media, you demonstrate that your business is a reputable and trustworthy source of information.

Generate buzz: A well-timed and well-crafted press release can generate excitement and buzz around your product or service. This can lead to increased interest and sales.

SEO benefits: Press releases can also provide SEO benefits by generating backlinks to your website. This can help improve your website’s search engine ranking and increase traffic.

How to Use Press Releases for Marketing?

To use press releases effectively for marketing, it’s important to keep a few things in mind:

Know your audience: Before you write a press release, think about who you want to reach and what their interests and needs are. By tailoring your message to your audience, you can make your press release more effective.

Craft a compelling message: Your press release should be written in a journalistic style and be engaging and easy to read. Focus on the most important information, and include quotes from key stakeholders and relevant statistics to add credibility.

Choose the right distribution method: There are several ways to distribute your press release, from wire services to email lists to social media. Each method has its pros and cons, so it’s important to choose the one that’s best for your business.

Time your release strategically: Timing is everything when it comes to sending out an effective press release. Consider the news cycle and avoid sending out your press release during busy news periods, as it may get lost in the shuffle.

Follow up: Once you’ve sent out your press release, follow up with journalists and bloggers to see if they are interested in writing about your company. This can help generate additional coverage and exposure for your business.


Press releases are a powerful marketing tool that can help businesses increase visibility, build credibility, generate buzz, and improve their search engine ranking. While they may not be as flashy as some of the latest digital marketing tools, press releases can be a valuable addition to any marketing strategy. By crafting a compelling message, choosing the right distribution method, and timing your release strategically, you can use press releases to promote your products and services