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Do Press Releases Still Work?

Yes., press releases still do work And this is especially true as AI generated content throws a question mark into all traditional search optimization strategies.

Google adds media releases submitted through distribution services such as Cision (not just posted on your website) into Google News, which is where many journalists go to find content. Because so little content is submitted through distribution services anymore, this gives you a huge advantage and will probably put your release at the top of Google News results. In addition, Google still gives news content priority in traditional search results, where your release has a good chance of being "featured content".

Given all this, why isn't everyone creating and submitting media releases? They are a challenge to write. A good release that reflects well on your organization needs to follow Associated Press (AP) style and follow traditional journalism guidelines. Some distribution services will write releases for you--either for a fee or through an AI content-generation tool. Another reason many organizations don't opt for releases is that distribution is expensive--$200 and up per release. There are other more cost-effective options, though.

Other than videos, there is currently no more cost-effective tool for quickly building and maintaining the online visibility that is critical for success in today’s market.

In most cases, large competitors of our clients are paying for Google Ads in the same space where our clients’ releases are appearing. The fact that they are paying Google 1,000s of dollars every month is an indication of just how desirable that space is and how difficult it is to get there organically. The releases that we create accomplish everything Google Ads accomplish—enhancing visibility and driving traffic to the website—for a fraction of the cost. They have the additional advantage of credibility.

There isn’t any other marketing tool that can accomplish all of this for a fraction of the cost of a typical Google Ad campaign. In fact, we find that our clients usually cut back on Google Ads after we start working with them.

For a no cost discussion of your situation and how we can leverage metrics-based content development to grow your business call 630-363-8081 or email


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