Not every business needs a press release today.
The right business, with the right story, at the right time can benefit tremendously. Professional Partners know the difference. They do not recommend press releases to every business they meet. They evaluate each situation honestly and recommend what is genuinely helpful.
This lesson teaches you how to identify businesses that are genuinely good candidates for press release distribution. The objective is not to convince every business to publish a press release. The objective is to help you recognize legitimate opportunities where a press release can provide meaningful value.
Professional Partners recommend press releases because they solve a genuine communication need—not because they are trying to make a sale. Sometimes the best advice is to wait until the business has a stronger story.
Who Benefits Most From Press Releases?
Press releases can benefit businesses in many industries. Here are some that commonly benefit:
Restaurants
Restaurants benefit from press releases by announcing new menus, grand openings, chef hires, awards, community events, and anniversaries. Press releases help them stand out in competitive local markets.
Healthcare
Healthcare practices, clinics, and providers benefit by announcing new services, provider hires, patient milestones, community health events, and awards. Press releases build credibility and patient trust.
Construction and Contracting
Construction companies benefit from press releases announcing completed projects, new services, safety awards, community involvement, and industry recognition. Press releases build reputation.
Real Estate
Real estate agents, brokerages, and developers benefit from press releases announcing sales records, new listings, community developments, market insights, and agent recognition. Press releases build authority.
Technology
Tech companies benefit from press releases announcing product launches, funding, partnerships, awards, and team growth. Press releases build visibility in competitive markets.
Professional Services
Law firms, accounting firms, consulting practices, and financial advisors benefit from press releases announcing new hires, awards, community involvement, and client successes. Press releases build credibility.
Retail
Retail stores benefit from press releases announcing grand openings, new product lines, special events, community involvement, and anniversary celebrations. Press releases attract customers.
Nonprofits
Nonprofits benefit from press releases announcing fundraising campaigns, volunteer efforts, program launches, community partnerships, and impact stories. Press releases build awareness and support.
Education
Schools, training centers, and educational programs benefit from press releases announcing student achievements, new programs, partnerships, and community events. Press releases build reputation.
Manufacturing
Manufacturing companies benefit from press releases announcing facility expansions, new products, safety milestones, industry partnerships, and employee recognition. Press releases build credibility.
Hospitality
Hotels, resorts, and travel businesses benefit from press releases announcing renovations, awards, new amenities, special offers, and community partnerships. Press releases attract travelers.
Finance
Banks, credit unions, and financial institutions benefit from press releases announcing new services, community investments, awards, and leadership changes. Press releases build trust.
Automotive
Car dealerships and automotive services benefit from press releases announcing new inventory, service promotions, community events, and awards. Press releases attract customers.
Home Services
Plumbers, electricians, cleaners, and contractors benefit from press releases announcing service expansions, awards, community involvement, and safety milestones. Press releases build reputation.
Franchises
Franchises and multi-location businesses benefit from press releases announcing new locations, franchise awards, community partnerships, and company milestones. Press releases build brand awareness.
Many industries benefit from press releases. The key is matching the right business with the right story at the right time.
What Makes a Business a Good Candidate?
Beyond industry, specific factors make a business a good candidate for press release distribution. Here is what to look for:
Growth
Growing businesses have news to share. New locations, expanding teams, and increasing revenue are all newsworthy. Growth signals momentum.
Community Involvement
Businesses involved in the community have stories to tell. Charity work, sponsorships, and community partnerships are newsworthy. Community involvement builds credibility.
Innovation
Businesses doing something new or different have stories worth sharing. Innovative approaches, new products, and creative solutions are news.
Awards and Recognition
Awards and recognition are inherently newsworthy. Businesses that receive awards have stories that build credibility and trust.
Expansion
Businesses opening new locations, entering new markets, or expanding their services have news to share. Expansion signals growth and opportunity.
Hiring and Team Growth
Announcing new team members, especially in leadership roles, is newsworthy. Hiring signals stability and growth.
Events
Businesses hosting events, workshops, or celebrations have stories to share. Events are newsworthy and build community engagement.
New Products and Services
Introducing something new is newsworthy. Product launches and new services attract attention and build visibility.
Partnerships
Strategic partnerships, collaborations, and joint ventures are news. Partnerships signal strength and opportunity.
Good candidates have news to share, are ready for visibility, and have a story worth telling.
Businesses That May Not Be Ready Yet
Not every business is ready for press release distribution. Here are signs that a business may benefit more from focusing on fundamentals first:
No Website
A business without a website is not ready for press release visibility. Press releases drive attention to the business. If there is no website to direct attention to, the visibility is wasted.
No Google Business Profile
A business without a Google Business Profile is missing a core visibility tool. Press releases can help, but the basics should be in place first.
No News
A business with nothing newsworthy to announce should not publish a press release. Press releases require genuine news. Without news, there is nothing to share.
Operational Challenges
A business struggling with operational issues is not ready for press release visibility. Increased attention could overwhelm them. Recommend addressing operational challenges first.
No Clear Business Goals
A business without clear goals may not know how to use press release visibility effectively. Recommend clarifying goals before investing in visibility.
Sometimes the best recommendation is to wait until the business has a stronger foundation and a clearer story to tell.
Press Releases as Part of a Marketing Strategy
Press releases work best when they are part of a broader marketing strategy. Here are other elements that support press release effectiveness:
SEO
Press releases appear in search results. When a business has strong SEO foundations, press releases add to their search visibility. They are most effective as part of an ongoing SEO strategy.
Website
A professional website gives press releases a destination. When people read a press release, they often visit the website. A strong website converts visibility into customers.
Google Business Profile
Press releases complement Google Business Profile visibility. Together, they build a complete local presence. Press releases and Google work together to build visibility.
Social Media
Press releases can be shared on social media. Social media amplifies press release visibility. Sharing press releases on business pages extends reach.
Customer Reviews
Press releases build credibility, which attracts more reviews. More reviews build trust. Trust attracts customers. Press releases are part of a positive cycle.
Email Marketing
Press releases can be shared with email lists. Email marketing extends the reach of press releases. Customers who already know the business will appreciate the news.
Community Engagement
Press releases can highlight community involvement. This builds goodwill and strengthens community relationships. Press releases and community engagement support each other.
Press releases are most effective when they are part of a complete marketing strategy.
Real World Example
Continuing the family-owned restaurant story, let us see how a thoughtful evaluation unfolds when the owner asks, "Would a restaurant like ours actually benefit from a press release?"
The Question
Them: "Would a restaurant like ours actually benefit from a press release? I am not sure if we have anything interesting to say."
The Thoughtful Evaluation
You: "That is a good question. Let us think about it together. You have been serving the community for 20 years — that is a milestone. You mentioned your new seasonal menu. You are involved in community events. And you recently started a charity fundraiser."
The Assessment
You: "Each of these is a potential story. Your 20-year anniversary is a meaningful milestone. The charity fundraiser is community-focused and positive. These are the kinds of stories that journalists and customers are interested in."
The Honest Perspective
You: "A press release could help share these stories with more people. It would increase your visibility and build credibility with potential customers. But you also need to be ready for that visibility. Do you feel prepared for more attention?"
The Response
Them: "I think we are. We have a great website now, and we are active on Facebook. It would be nice to be featured in the news."
The Recommendation
You: "Then a press release could be a good next step. Your anniversary and charity work are both genuinely newsworthy stories. Would you like to explore which story makes the most sense to start with?"
What Happened
- An honest evaluation occurred: You evaluated readiness and newsworthiness
- Stories were identified: Anniversary and charity work were identified as newsworthy
- Readiness was confirmed: They felt prepared for visibility
- A helpful recommendation was made: Press releases were suggested as a good fit
Professional Partners evaluate each business honestly and recommend press releases only when they are a genuine fit.
Common Mistakes
Avoid these common errors when evaluating businesses for press release opportunities:
- Recommending press releases to everyone: Not every business is ready. Evaluate each situation honestly.
- Ignoring business readiness: A business without a website or Google profile is not ready for press release visibility.
- Confusing advertising with news: Press releases are news, not advertisements. If there is no real news, there is no press release.
- Not evaluating newsworthiness: Is the story genuinely interesting to the public? If not, it is not news.
- Thinking every update deserves a press release: Not every business update is newsworthy. Press releases should be reserved for genuine news.
- Recommending a press release to a business with operational issues: Visibility is not helpful if the business is struggling with basics. Recommend fixing fundamentals first.
- Forgetting to consider the business's goals: Does a press release help them achieve their goals? If not, it is not the right fit.
- Overlooking the value of timing: A press release at the wrong time is less effective. Timing matters.
- Recommending a press release without understanding the business: You need to understand the business and its goals to evaluate fit accurately.
- Giving up too soon: If a business is not ready today, they may be ready tomorrow. Stay connected.
Facebook Field Assignment
This assignment helps you practice evaluating businesses for press release opportunities.
- Review ten local businesses on Facebook or in your community.
- For each business, evaluate:
- Would they benefit from a press release?
- Why or why not?
- What would be their most newsworthy announcement?
- If they are NOT ready, what should come first?
- Record your evaluation in your field notes.
This assignment helps you develop the skill of identifying genuine press release opportunities.
Academy Field Notes
Record your evaluations of press release opportunities in your field notes. These notes help you track potential opportunities and refine your judgment.
Record for each business:
- Business: Name and industry
- Industry: Type of business
- Readiness: Are they ready for visibility?
- Potential story: What could they announce?
- Newsworthiness: Is it genuinely interesting?
- Recommended next step: What would help them most?
Your field notes are a record of your growing ability to evaluate press release opportunities.
Continue Your Academy Journey
Before moving to the next lesson, consider reviewing these foundational concepts:
- Academy Homepage
- Facebook Business Prospecting
- Understanding Press Release Distribution
- Presenting EMWNews Professionally on Facebook
- Recognizing Buying Signals on Facebook
When you're ready, continue to the next lesson:
Key Takeaways
- Not every business needs a press release today. The right business, with the right story, at the right time can benefit tremendously.
- Many industries benefit from press releases, including restaurants, healthcare, construction, real estate, technology, professional services, retail, nonprofits, and more.
- Good candidates have growth, community involvement, innovation, awards, expansion, hiring, events, new products, services, or partnerships.
- Businesses that may not be ready have no website, no Google Business Profile, no news, operational challenges, or no clear goals.
- Press releases work best as part of a broader marketing strategy that includes SEO, website, Google Business Profile, social media, reviews, email marketing, and community engagement.
- Evaluate each business honestly. Recommending press releases to everyone is not helpful.
- Avoid common mistakes: confusing advertising with news, not evaluating newsworthiness, and ignoring business readiness.
- Sometimes the best advice is to wait until the business has a stronger story.
- Honesty builds trust. Helping a business take the right steps builds a relationship that lasts.
- Professional Partners recommend press releases because they solve a genuine communication need—not because they are trying to make a sale.
Frequently Asked Questions
How do I know if a business is ready for a press release?
Evaluate their online presence, their goals, and whether they have a newsworthy story. If they have a website, a Google Business Profile, clear goals, and a genuine story, they are likely ready.
What if a business has no news to share?
Help them identify potential news. Most businesses have stories — milestones, community involvement, or achievements. If they genuinely have nothing newsworthy, recommend waiting until they do.
Can a business with a poor website still benefit from a press release?
Not effectively. Press releases direct attention to the business. If the website is poor, the attention will be wasted. Recommend improving the website first.
What if a business is not ready but wants to do a press release anyway?
Explain why readiness matters. "I want to make sure this is helpful for you. Let us build a stronger foundation first so you get the most value."
How do I prioritize which businesses to recommend press releases to?
Focus on businesses that are ready, have genuine news, and have clear goals. Businesses that are thriving and have stories to share should be prioritized.
Can a business that is struggling benefit from a press release?
Not typically. Struggling businesses need to address core issues first. Press releases increase visibility, which can overwhelm a struggling business.
Do some industries benefit more than others?
Yes. Industries that serve the public — restaurants, healthcare, real estate, retail — tend to benefit more because press releases directly reach potential customers.
What is the most important factor in evaluating fit?
Newsworthiness. If a business has a genuinely interesting story, a press release can be valuable. Without news, a press release is just advertising.
How can I help a business become ready for a press release?
Recommend improving their online presence first. Help them identify potential stories. Guide them toward having something worth sharing.
What is the next lesson?
The next lesson is Identifying Newsworthy Stories on Facebook. It teaches you how to recognize stories that deserve media attention.
Recommend Press Releases Honestly, Not Aggressively
Professional Partners recommend press releases because they solve a genuine communication need—not because they are trying to make a sale. Sometimes the best advice is to wait until the business has a stronger story. That honesty builds trust that lasts far beyond a single conversation.
You have learned which businesses benefit most from press releases, how to evaluate readiness, and how to identify genuine opportunities. You have learned when to recommend press releases and when to recommend waiting. You are ready to help businesses make wise decisions.
Your next step is to learn how to identify genuinely newsworthy stories that deserve media attention:
Continue with Identifying Newsworthy Stories on Facebook.
