Using Press Releases to Increase Market Awareness & Search Engine Ranking

As a small or medium business owner, you’re constantly looking for smart, effective ways to get your name out there, connect with potential customers, and grow your brand. However, getting noticed is harder than ever.

While social media ads, Google searches, and AI-recommendations are essential, there’s a powerful, often underutilized tool that can cut through the noise: the press release.

But forget the dusty, formal documents of the past. A modern press release is a strategic asset—a credibility-building piece of content that tells your story to both search engines and human beings. It’s not about shouting a sales pitch; it’s about sharing your news in a way that builds trust and authority.

What Exactly Is a Press Release? (And Why Should You Care?)

Think of a press release as a formal announcement, written in a news-style format, that you send out to journalists, bloggers, industry influencers, and even directly to the public.

Its goal is to share something genuinely newsworthy about your business. It's not an ad – it’s a carefully crafted piece of information designed to grab attention and get your story told.

Why should you care? Because a well-placed press release can generate genuine interest and awareness in:

  • Your Company's Milestones:
    Did you just celebrate 10 years in business? Are you moving to a bigger, better location? Have you hired a new CEO or a key team member who brings unique expertise? These are all great stories.

  • Special Offers & Events:
    Are you running a unique promotion that benefits the community? Hosting an open house, a charity event, or a workshop? A press release can amplify these.

  • New Products or Services:
    Launched a groundbreaking new item? Added a service that solves a common customer problem? Let the world know!

  • Community Involvement:
    Are you sponsoring a local sports team, volunteering for a good cause, or partnering with another local business for a community initiative? Show your commitment!

  • Industry Recognition:
    Did you win an award? Were you featured on a "best of" list? Don't be shy – share your successes.

The best part? While creating and distributing a press release takes time and skill, the potential for earning media coverage – meaning your story is picked up by news outlets – is often free, unlike paid advertisements. This "earned media" carries significantly more credibility than an ad, as it comes from a third-party source.

Why Press Releases Are More Powerful Than Ever

The core goal remains—to share newsworthy information—but the benefits have expanded in our digital world:

1. Supercharging Your Online Presence (SEO & Digital Footprint):

This is where modern press releases truly shine.

  • Backlinks for SEO:
    When news sites or blogs pick up your story, they often include a link back to your website (called a "backlink"). Google sees these links as a vote of confidence, signaling that your website is a credible and authoritative source.

    The more high-quality backlinks you have, the higher your website can rank in search results, making it easier for customers to find you when they search for relevant products or services.

  • Increased Search Visibility:
    A well-optimized press release itself can rank in search results for relevant keywords. Imagine someone searching for "best Italian restaurant in [Your City]" and finding a news article about your restaurant's new menu launch.

  • Expanded Digital Footprint:
    Even if the traditional media doesn’t pick it up, your press release lives online forever. It becomes a permanent part of your digital footprint that customers, investors, and partners can find when researching you.

    Each time your press release is published, it adds to your online presence. This means more places where your business name, services, and expertise appear, increasing the chances of discovery.

2. Builds Unmatched Credibility (The "Halo Effect"):

There’s a big difference between an ad saying “We’re the best!” and a third-party news site sharing your story. A picked-up press release lends you instant credibility and validates your business in the eyes of potential customers and AI-engines like ChatGPT, for AI search recommendations.

People inherently trust news sources more than direct advertising. This "halo effect" can significantly influence purchasing decisions.

3. Amplified Social Media Engagement (The "Ripple Effect"):

Today, news spreads like wildfire on social media. When your press release gets picked up by a media outlet, they'll likely share it on their social channels. This instantly exposes your story to their audience.

  • Viral Potential (Organic Shares):
    Your customers, employees, and community members can then easily share these news articles, creating a powerful "ripple effect." One share can lead to hundreds or thousands of views, far beyond what you might achieve with your own social media efforts alone.

  • Direct Engagement:
    News stories often spark conversations and comments, allowing you to engage directly with interested individuals and potential customers.

4. Fuels Your Entire Marketing Engine:

Your press release isn’t a lone activity. It’s the core source for a month of content. You can:

Crafting a Story That Grabs Attention: What's "Newsworthy" Today?

Journalists and content creators are always looking for fresh, compelling stories. To make your press release stand out, you need to think like a reporter. What would you want to read?

Key Strategies for Newsworthy Content (Beyond the Basics):

  • Tie into Current Events or Trends:
    Is there a local initiative, a national holiday, or a new industry trend you can connect your business to? For example, a restaurant could announce a new seasonal menu highlighting local farm-to-table ingredients in response to a growing interest in sustainable dining.

  • Highlight Unique Solutions to Common Problems:
    How does your product or service genuinely make life easier, better, or more efficient for your customers? Focus on the impact, not just the features.

  • Share Human Interest Stories:
    Did your business help a customer in a remarkable way? Are your employees involved in inspiring community efforts? People connect with stories about people.

  • Local Angles & Community Focus:
    Local media loves local stories. Emphasize your connection to the community, local job creation, or how you're supporting the neighborhood.

  • Leverage Data & Insights (Even Small Ones):
    Did a recent promotion lead to a significant increase in local foot traffic? Did a new service lead to a measurable improvement for your clients? Data adds credibility.

  • Expert Commentary (Thought Leadership):
    Can you offer insights or advice on a relevant industry topic? Position yourself or your team as experts who can comment on trends or offer solutions. For example, a healthcare clinic could release a statement on seasonal health tips.

Tailored Strategies & Actionable Steps for Key Industries:

You don’t need to be a Fortune 500 company to have news. Here are fresh, actionable ideas for your industry.

Retail (Clothing boutiques, gift shops, specialty stores, hardware stores)

Benefits: Increased foot traffic, enhanced brand reputation, better visibility for unique product lines, community connection.

New Strategies:

  • Local-First Collaborations:
    Announce partnerships with other local businesses for joint promotions or pop-up events.

  • Experiential Retail:
    Highlight new in-store events, workshops (e.g., "DIY Home Repair Weekend" for a hardware store), or interactive displays.

  • Sustainable Practices:
    Announce efforts to source ethically, reduce waste, or offer recycling programs.

Specific Examples & Actions:

  • Example: "Local Boutique Partners with Artisan for Exclusive Holiday Collection."

    • Action: For a clothing boutique, issue a press release about a trunk show featuring a local designer or a collaboration with a nearby coffee shop for a "Sip & Shop" event. Include high-quality photos and quotes from both businesses.

  • Example: "Hardware Store Launches Community Tool-Lending Library."

    • Action: For a hardware store, announce a new initiative where customers can rent specialized tools instead of buying them, promoting sustainability and affordability. Detail the types of tools available and the rental process.

Restaurants (Cafes, diners, fine dining, quick service)

Benefits: Attracting new diners, promoting special menus/events, establishing culinary reputation, community engagement.

New Strategies:

  • Secret Menus or Limited-Time Offers (LTOs):
    Announce unique, highly anticipated culinary experiences that generate buzz.

  • Chef Collaborations/Guest Chefs:
    Highlight partnerships with other chefs or local food producers.

  • Dietary-Specific Innovations:
    Feature new menus catering to gluten-free, vegan, or allergy-conscious diners, showing inclusivity.

Specific Examples & Actions:

  • Example: "Downtown Eatery Unveils Hyper-Seasonal Tasting Menu Sourced from Local Farms."

    • Action: For a fine dining restaurant, release a press release detailing a new tasting menu that changes weekly based on hyper-local ingredient availability. Mention specific farms and the chef's inspiration.

  • Example: "Beloved Café Launches 'Pay-It-Forward' Coffee Program for Community."

    • Action: For a café, announce a program where customers can pre-purchase coffee for those in need, highlighting community spirit and social responsibility.

Hospitality (Hotels, B&Bs, event venues, tourism attractions)

Benefits: Boosting bookings, attracting event organizers, highlighting unique amenities, positioning as a local destination.

New Strategies:

  • Hyper-Local Experience Packages:
    Announce themed packages that immerse guests in local culture, food, or adventure (e.g., "Historic District Walking Tour & Stay").

  • Sustainable Tourism Initiatives:
    Highlight efforts to reduce environmental impact or support local conservation.

  • Wellness Retreats & Programs:
    Feature new wellness offerings, spa treatments, or fitness classes available to guests and the local community.

Specific Examples & Actions:

  • Example: "Boutique Hotel Unveils 'Art & Culture Immersion' Package with Local Galleries."

    • Action: For a boutique hotel, issue a press release about a new package that includes tickets to local museums, guided art walks, and discounts at nearby cultural institutions.

  • Example: "Historic Inn Commits to Green Practices, Reduces Water Usage by 20%."

    • Action: For a bed and breakfast, announce specific sustainability efforts, like installing low-flow fixtures or partnering with a local organic garden for breakfast ingredients.

Construction (Builders, contractors, remodeling services, specialized trades)

Benefits: Attracting new projects, building credibility with potential clients and investors, showcasing expertise, attracting skilled labor.

New Strategies:

  • Innovative Building Techniques:
    Announce adoption of new, sustainable, or technologically advanced construction methods (e.g., modular building, smart home integration).

  • Impactful Community Projects:
    Highlight involvement in significant local developments or charity builds.

  • Safety & Training Achievements:
    Announce new certifications, safety records, or specialized employee training programs.

Specific Examples & Actions:

  • Example: "Local Contractor Completes First Net-Zero Energy Home in [County Name]."

    • Action: For a residential builder, release a press release about a recently completed project that features cutting-edge sustainable design, highlighting energy efficiency and environmental benefits. Include quotes from the homeowners.

  • Example: "[Construction Company Name] Announces Record Safety Milestone: 1 Million Hours Without Incident."

    • Action: For any construction company, publicize a significant safety achievement, emphasizing their commitment to worker well-being and project quality.

Healthcare (Clinics, dental practices, therapy centers, specialized medical services)

Benefits: Attracting new patients, establishing trust, positioning practitioners as experts, informing the community about vital services.

New Strategies:

  • New Technology Adoption:
    Announce investments in cutting-edge diagnostic tools or treatment options that improve patient outcomes.

  • Community Health Initiatives:
    Highlight free screenings, educational workshops, or support groups offered to the public.

  • Patient Success Stories (with consent):
    Share compelling narratives (anonymized if necessary) about how your services have positively impacted lives.

Specific Examples & Actions:

  • Example: "Community Health Clinic Offers Free Diabetes Screenings During [Month]."

    • Action: For a healthcare clinic, announce a free health screening event, detailing dates, times, and the importance of early detection.

  • Example: "Dental Practice Adopts Pain-Free Laser Technology for Enhanced Patient Comfort."

    • Action: For a dental practice, issue a press release about new technology that reduces discomfort or recovery time for common procedures, emphasizing patient benefits.

Professional Services (Legal, accounting, business consulting, marketing agencies)

Benefits: Attracting new clients, reinforcing expertise, building thought leadership, showcasing successful case studies.

New Strategies:

  • Trend Analysis & Expert Commentary:
    Offer insights on recent regulatory changes, economic shifts, or industry trends that impact clients.

  • Successful Client Outcomes (with permission):
    Share anonymized case studies demonstrating how your services helped clients achieve significant results.

  • New Service Line or Niche Focus:
    Announce specialized services addressing emerging client needs (e.g., "Cybersecurity Consulting for Small Businesses").

Specific Examples & Actions:

  • Example: "Local Law Firm Hosts Free Seminar on New Estate Planning Regulations."

    • Action: For a legal firm, announce a free public seminar explaining recent changes in estate planning laws and how they affect individuals and families.

  • Example: "Accounting Firm Helps Small Businesses Navigate New Tax Credits for Energy Efficiency."

    • Action: For an accounting firm, release a press release offering guidance on complex tax codes or new credits, positioning themselves as helpful experts.

Your Press Release Playbook: How to Write & Distribute

The "Newsworthy" Blueprint: The 5 W's and 1 H

Every great press release answers these questions upfront:

  • Who: Who is the press release about? (Your company, key individuals)

  • What: What is the main news or announcement?

  • Where: Where is this happening? (Location of event, your business)

  • When: When is this happening or when did it occur? (Date of event, launch)

  • Why: Why is this important? Why should people care? What's the benefit?

  • How: How can people participate, learn more, or benefit?

Crafting Your Story: Keep it Short, Simple, & Scannable

  • Catchy Title/Headline:
    This is your hook! Make it concise, intriguing, and clearly state the main news. Think of it as a newspaper headline.

  • Strong Sub-headline:
    Provides a bit more detail, expanding on the headline.

  • Lead Paragraph (The Inverted Pyramid):
    The first paragraph should immediately summarize the most important information (the 5 W's and 1 H). Journalists are busy – give them the core story right away.

  • Body Paragraphs:
    Provide more details, context, and background information. Elaborate on the "why" and "how." Use clear, straightforward language. Avoid jargon unless you explain it.

  • Quotes:
    Include 1-2 quotes from a company leader, a client, or a partner. Quotes add a human touch and personality, making the story more engaging.

  • "Boilerplate" About Your Company:
    A brief, standard paragraph at the end summarizing what your company does and its mission. This is consistent across all your press releases.

  • Contact Information:
    Who should the media contact for more information? Include a name, title, email, and phone number.

  • End Mark:
    Use "###" or "-END-" to clearly signify the end of the press release. If it continues to a second page, use "-more-" at the bottom of the first page.

Format Example:


    NEWS RELEASE

    {COMPANY LETTERHEAD & LOGO}

    {DATE}

    FOR IMMEDIATE RELEASE

    **Catchy Title/Headline**

    **Subheadline**

    CITY, STATE - First paragraph summarizing the Who, What, Where, When, Why, and How of your news.

    Additional paragraphs providing more details and supplemental information.

    {Insert company information and contact at the end.}

    - more -

    - ####### -

Crucial Caveat:

While a press release is a marketing tool, it must read like a news story, not an advertisement. Avoid overly promotional language, exclamation points, and salesy phrases. Stick to facts, compelling details, and genuine value.

Getting Your News Out There: Modern Distribution

Timing is everything! Distribute your press release with enough lead time for media outlets to pick it up and report on it, especially for time-sensitive events.

Your Distribution Toolkit:

1. Your Own Channels (Your Website & Social Media):

Always post the full press release (or a link to it) on your own website's "News" or "Blog" section. Then, share snippets and links across all your social media channels:

This creates a direct channel to your audience and signals to search engines that the news is important.

  • New & Recent Strategy:
    Consider creating short-form video content (e.g., Instagram Reels, TikTok, YouTube Shorts) summarizing your press release or featuring the key announcement. Link back to the full release.

  • LinkedIn Articles:
    For professional services, publishing your press release as a LinkedIn article can reach a highly targeted business audience.

2. Direct Outreach to Local Media:

Don't underestimate the power of a personal touch. Research local newspapers, TV stations, radio stations, and online blogs that cover your industry or local news. Find the appropriate editor or reporter (e.g., "business editor," "lifestyle reporter," "health reporter") and send them a polite, concise email with your press release attached or linked.

  • New & Recent Strategy:
    Look for local influencers or community leaders on social media who might be interested in sharing your news.

  • Local Event Calendars:
    Many local news sites and community organizations have free event calendars where you can submit details about your events mentioned in your press release.

3. Online Press Release Distribution Services:

These services can distribute your press release to a wider network of media outlets, journalists, and news aggregators. While some offer free basic distribution, paid services often provide broader reach, better reporting, and SEO benefits.

  • Consider:
    PR Web, Cision PR Newswire (PRLog) or PR.com , EIN Presswire (free options exist). Evaluate their reach and industry targeting.

4. Industry-Specific Publications & Blogs:

Identify trade journals, industry magazines, and specialized blogs relevant to your business and industry. These often have a highly engaged audience interested in specific news.

5. Google My Business Posts:

If your press release highlights a new offering, event, or special, create a post on your Google My Business profile. This appears directly in local search results and Google Maps.

Quick Checklist:

  • Use AI tools for keyword-rich content.
  • Embed at least one visual asset.
  • Target 3 hyperlocal platforms.
  • Track backlinks and referral traffic.

Persistence is Key!

If your first press release doesn't get widespread attention, don't get discouraged.

  • Refine:
    Re-read and revise your next release. Is the headline catchy enough? Is the news genuinely compelling?

  • Reframe:
    Can you tell the story from a different angle or highlight a new benefit?

  • Timing:
    Was the timing right? Could it be tied to a different upcoming event or trend?

  • Targeting:
    Are you sending it to the right people?

Your Story is Your Strength

A press release is ultimately about storytelling. It’s about sharing the milestones, innovations, and community efforts that make your business unique. By consistently sharing your news, you’re not just promoting a sale; you’re building a reputable and enduring brand that people know, like, and trust.

Whether you’re a restaurant introducing a new chef, a tech firm landing a major client, or a retail store celebrating a decade in business, your story deserves to be told. Start sharing it.


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