If you are in business and you want to connect with new potential customers, you certainly should be considering a press release.  

As part of your public relations strategy, your business needs to communicate with clients. If you have a product or event to sell, then a written communication is the traditional way to do it.  

Issuing a press release doesn’t mean that it will be an instant success, but when you publish you press release online, it is there forever, and potential customers can find it. It is important to publish your press release with a media platform that understands SEO, so you and your company can always be found.

Your press release online is a living thing and that is why it is valuable. The demands of web search engines are constantly changing, and it is critical that your company is working with media publishers who keep abreast with the continual changes.  

What is also important these days, is that whoever you trust to publish your press release in social media savvy.  

There is no point in issuing a press release through an outlet that does not have or use all the social media channels that can win you customers.  



If you have something happening “now” than an immediate press release can be used but if you have a product/event/job advertisement etc, coming in the future, it is always good to plan early.  

The fantastic thing about issuing your press release online is that there are no time limits or deadlines on you. Anytime of the day, any day of the week, any week of the year, but timing is important.  

If you have an event in June, when should you notify people?   

Is six-month enough time that people can get organised, and accommodation booked for the event if they are travelling to your event?  

If you’re having a sale in October? Too early and your customers might hold out until the sale, and you’re left with a month or two of poor returns. Does that suit you?  

Therefore, timing is important and is different for every business.  


Why are Press Releases Important for a business

Communicating your message

A press release is a formal way of communicating important news or information to the media and the public. A well-crafted press release can help you get your message across clearly and effectively. 

Building credibility

A properly formatted and well-written press release can help build your organization’s credibility and establish it as a reliable source of information. When journalists and the public see that your organization takes the time to craft a professional press release, it signals that you are serious and trustworthy. 

Generating media coverage 

A press release is often the first step in getting media coverage for your news or event. A well-written and newsworthy press release can catch the attention of journalists and prompt them to write a story about your organization. 

Increasing visibility

By distributing your press release to media outlets and posting it on your website and social media channels, you can increase the visibility of your organization and its message. 

Driving traffic and sales

A press release that announces a new product or service can help drive traffic to your website or physical location, and generate sales. 


The key goals of all press releases is to promote something significant and specific, and to do so clearly. Beyond that, a press release is a document that adheres to a strict format and serves three marketing and promotional purposes:

  • To notify the media about an event in hopes that they will spread the word.
  • To share something about your business, and get you noticed.
  • To promote your business’ appearance on the internet via blogs, websites, and social networks.


What purpose does a press release serve?

The purpose of a press release is to make media members aware of your news in hopes that they will turn it into a news story and thus spread the word to their readers: the public. Press releases can be effective marketing tools in that they allow clients to control the message being transmitted to the media, and by extension, the public at large.

Click here to see an example of one of our press releases.

What is the best time/day to issue a press release?

There is no magic day for issuing a press release. The reason for that is this: if there was a “best” day, it would quickly become the worst day, because insiders would tell their friends and colleagues, and more press releases would be published on that day, increasing competition for journalists’ attention.

For example, if Tuesday was the “magic day” in the industry, every publicist would soon learn that, and you’d see a huge spike in volume on that day, which would overwhelm journalists, making Tuesday the most competitive day to issue press releases.

How are your press releases sent and who are they sent to?

Your press release will be issued to a number of carefully selected news outlets via email. These outlets are selected depending on your business’ niche. For example, it would not make much sense for us to send a press release about new fish traps to a news outlet that focus on fishing trawlers.

What works in a press release?

A newsworthy press release is what works, and then only some of the time. Announcing that you’ve put your brand new website out on the web very rarely cuts it unless your services are unlike anything else on the Internet.

However, a busy editor under deadline who needs an anecdote or wants to humanize a story will turn to good examples he’s recently seen, sometimes regardless of your press releases’ newsworthiness. Being in the right place at the right time happens a lot in the world of press releases.

Can a press release make me #1 on a Google search for my company name or keywords?

The great thing about press releases is that a lot of businesses see a temporary increase in visibility on the search engine just because of the fact that your company or product name is mentioned in a press release that’s out there on a lot of different websites.

However, this effect is purely temporary. News sites don’t list things permanently. You’re going to drift back downward anyway. If you get any SEO benefit from press releases, and we know a lot of customers who swear by it, we think it should be viewed only as a temporary side effect or bonus. It should NOT be the sole reason for doing press releases. The goal for press releases should be to get media coverage, and to stay committed to the process of engaging the media with varying types of press releases.