Why Your Next Marketing Campaign Should Include a Press Release: Expert Guide

Press releases have come a long way from fax machines and newspaper clippings. In today’s digital ecosystem, dominated by AI-powered search, smart assistants, and constantly shifting algorithms, a well-crafted press release does more than deliver news. It builds visibility, credibility, and influence in ways most ads can’t. 

Here’s why a press release should be a core component of your next campaign, whether you're a startup founder, service provider, or seasoned marketer. 

Takeaways 

• Press releases create searchable, shareable content that can be cited across the web. 
• AI tools are now factoring in brand mentions and citations when surfacing recommendations. 
• Strategic press releases boost brand authority and drive traffic beyond your owned channels. 
• They’re cost-effective, evergreen, and adaptable to nearly every industry or goal. 

Press Releases Are Now Part of Search Strategy, Especially AI Search 

Traditional SEO focused on keywords and backlinks. That’s still relevant, but with the rise of AI-powered search engines and chatbots, brand mentions, citations, and context now play a bigger role. 

When users ask AI tools for service or product recommendations, those responses are heavily influenced by how often and in what context your brand appears across credible sources. 

They Establish Credibility (Even If You’re Just Getting Started) 

Most consumers won’t buy from a brand they’ve never heard of. A press release gives you third-party validation since you’re being “talked about” on media platforms, which creates instant legitimacy. 

Now, this is particularly helpful if you're launching a new product or service, entering a competitive market, or repositioning your brand or expanding your reach. 

These media pieces don’t just announce news; they frame your story in a way that builds trust and positions you as the authority in your space. 

They Amplify Other Campaign Elements 

Oftentimes, press releases provide benefits that go beyond just a one-off boost. Take, for example, they can multiply the reach of your other assets, like: 

• Link to your landing page or email signup 
• Drive traffic to a limited-time offer 
• Announce a case study or partnership 
• Highlight a success story that adds credibility to your funnel 

And because they're indexed and searchable, they also offer compounding value over time, unlike a PPC ad that disappears the moment your budget runs out. 

AI + Press Releases = Strategic Visibility 

Recent industry studies (including data from Ahrefs and Semrush) show that brand search volume and branded text anchors now influence AI search visibility, and that visitors who arrive from AI tools convert at 4.4x higher rates than those from traditional search. 

This means writing a solid article and getting it picked up or indexed by multiple platforms, which helps position your brand where AI is looking for answers. 

How to Write One That Works 

Not all press releases are equal. The ones that perform best: 

• Use clear, compelling headlines 
• Tell a story, not just stats 
• Include branded keywords and links 
• Provide media-friendly assets or quotes 
• Are written for both human readers and AI tools 

If you’re not sure where to start, platforms like PressReleaseZen offer templates, walkthroughs, and guides for businesses across industries.