Many business owners have heard the phrase "press release." Far fewer understand how modern press release distribution works or when it can genuinely help a business.
Press releases have evolved significantly. They are no longer just for large corporations with public relations departments. Today, businesses of all sizes use press releases to share news, build credibility, and increase visibility online.
This lesson teaches you what press release distribution is before teaching how to recommend it. You will understand what a press release is, how distribution works, why businesses use it, when it is appropriate, and what realistic expectations look like. This lesson is educational and vendor-neutral.
Press release distribution is one communication tool among many. Used appropriately, it can help businesses share legitimate news, increase visibility, and strengthen credibility.
What Is a Press Release?
A press release is a written communication that announces something newsworthy about a business or organization. It is designed to be shared with media outlets, journalists, and the public.
Press releases follow a standard format that makes them easy for journalists to read and use. They typically include:
- Headline: A clear, compelling title that summarizes the news
- Dateline: The location and date of the release
- Lead paragraph: The most important information first — who, what, when, where, why
- Body paragraphs: Supporting details, quotes, and context
- Boilerplate: A brief "About" section describing the business
- Contact information: Who to contact for more information
Press releases are not advertisements. They are news stories about a business. This distinction is important. Advertisements promote. Press releases inform.
A press release is a news story about a business, written in a format that journalists can easily use.
What Is Press Release Distribution?
Press release distribution is the process of sending a press release to media outlets, journalists, and online platforms. It ensures that the announcement reaches the right people and appears where customers and journalists can find it.
The Complete Process
Step 1: Writing the Press Release — The business writes a press release following the standard format. It should be newsworthy, clear, and well-written.
Step 2: Distribution — The press release is sent through a distribution platform like EMWNews. This network reaches journalists, news outlets, and online platforms.
Step 3: Publication — The press release appears on news websites, in search results, and sometimes on media outlets. It becomes publicly available information.
Step 4: Visibility — The press release is indexed by search engines and can be found when people search for the business, its industry, or related topics.
Step 5: Ongoing Value — Unlike a social media post that disappears quickly, press releases remain visible online. They become part of the business's searchable history.
Press release distribution connects businesses with journalists, media outlets, and online platforms to share newsworthy announcements.
Why Businesses Publish Press Releases
Businesses publish press releases for many reasons. Here are some of the most common:
Product Launches
When a business introduces a new product or service, a press release announces it to the public and builds excitement.
Company Milestones
Anniversaries, years in business, and significant achievements are newsworthy. Press releases celebrate milestones and build credibility.
Grand Openings
New locations deserve announcements. Press releases help draw attention to new stores, offices, or facilities.
Awards and Recognition
When a business receives an award, a press release shares the news. Recognition builds trust and credibility.
Partnerships
Strategic partnerships, collaborations, and joint ventures are newsworthy. Press releases announce relationships that benefit the business.
Events
Press releases promote events, fundraisers, workshops, and community activities. They help attract attendees and build awareness.
Hiring and Team Growth
Announcing new team members, especially leadership roles, signals growth and stability. Press releases share this news.
Funding and Investment
When a business receives funding or investment, a press release shares the news. It signals credibility and momentum.
Community Involvement
Charitable work, sponsorships, and community projects are newsworthy. Press releases highlight positive community contributions.
New Services
Expanding offerings is news. Press releases announce new services and inform customers about new capabilities.
Press releases help businesses share legitimate news with the public and build their reputation over time.
Benefits of Press Release Distribution
Press release distribution offers several benefits that help businesses grow their visibility and credibility:
Visibility
Press releases appear in news searches, Google News, and media outlets. This visibility helps businesses get found by potential customers who are searching for information.
Authority
When a business appears in the news, it builds authority. Customers trust businesses that are featured in media. Authority is earned through visibility and credibility.
Credibility
Press releases are a form of third-party validation. When a business is featured in the news, it signals to customers that the business is legitimate and trustworthy.
Discoverability
Press releases appear in search results when people search for the business, its industry, or related topics. This discoverability attracts new customers.
Brand Awareness
Press releases build brand awareness by keeping businesses visible and top-of-mind. Over time, consistent press coverage creates recognition.
Search Visibility
Press releases are indexed by search engines. They become part of a business's searchable history. This search visibility is a long-term benefit.
Media Exposure
Press releases sometimes lead to media coverage. Journalists may pick up the story for a feature article, interview, or news segment.
Long-Term Content Value
Unlike social media posts that disappear quickly, press releases remain visible online for years. They are an investment in the business's long-term digital presence.
Press release distribution helps businesses build visibility, authority, credibility, and discoverability over time.
When Press Releases Work Best
Press releases are not always the right tool. Here is when they work best:
When There Is Legitimate News
A press release should announce something genuinely newsworthy. Product launches, milestones, awards, and grand openings are examples of legitimate news.
When the Business Has an Existing Online Presence
Press releases work best when a business already has a website, Google Business Profile, and other online presence. Press releases build on existing visibility.
When the Business Can Write Professionally
A well-written press release is essential. Poor writing damages credibility. Businesses should invest time in writing quality press releases.
When the Business Is Willing to Be Consistent
A single press release has limited impact. Consistent press releases over time build visibility and credibility. Press releases are most effective as part of an ongoing strategy.
When the Business Is Ready for Visibility
Press releases increase visibility. This is only helpful if the business is ready to handle increased attention. A business with poor customer service or operational issues may not be ready.
Press releases work best when there is legitimate news and the business is ready for visibility.
When a Press Release Is NOT the Right Tool
Press releases are not always the right choice. Here is when to recommend other approaches:
When There Is No Real News
Press releases should announce something newsworthy. If there is no legitimate news, a press release is just advertising. It will not be effective.
When the Business Has No Online Presence
If a business does not have a website or Google Business Profile, a press release has limited impact. Recommend building online foundations first.
When the Business Is Not Ready
Visibility is only helpful if the business is ready. If they are overwhelmed, understaffed, or struggling with basics, recommend addressing those issues first.
When the Press Release Is Pure Advertising
Press releases are news, not advertisements. If the content is promotional, it is not a press release. Advertising should use other channels.
When the Business Has Limited Resources
Press releases require time, effort, and investment. If the business has limited resources, recommend starting with free visibility tools first.
Press releases are one tool among many. They are not always the right choice. Help businesses choose wisely.
Common Misconceptions
There are many misconceptions about press releases. Here are some of the most common:
- "Press releases are only for large companies." — Businesses of all sizes use press releases to build visibility and credibility.
- "Press releases guarantee media coverage." — Press releases increase the chance of coverage but do not guarantee it.
- "One press release is enough." — Press releases are most effective as part of an ongoing strategy.
- "Press releases are just advertising." — Press releases are news stories, not advertisements. They inform, not promote.
- "Press releases are complicated to write." — Press releases follow a standard format. With guidance, most businesses can write effective releases.
- "Press releases are not relevant for local businesses." — Local businesses benefit from press releases by increasing local visibility and credibility.
- "Press releases are too expensive." — Press release distribution is accessible and affordable for most businesses.
- "Press releases only work for tech companies." — Press releases work for businesses in every industry.
- "Press releases are only for product launches." — Press releases announce many types of news: milestones, awards, events, partnerships, and more.
- "Press releases are not effective anymore." — Press releases remain effective for visibility and credibility when used appropriately.
Understanding what press releases are and are not helps you educate business owners accurately.
Real World Example
Continuing the family-owned restaurant story, let us see how a press release education conversation unfolds.
The Question
Them: "I've heard of press releases, but I always thought they were only for huge companies."
The Education
You: "That is a common belief. Press releases are actually used by businesses of all sizes. They are a way to share news with the public and build credibility. Even small businesses use them."
The Follow-Up
Them: "So what would a restaurant use a press release for?"
The Explanation
You: "There are many possibilities. You could use a press release to announce a new menu, a community event, an award, or a milestone like your 20-year anniversary. It is about sharing news that customers and the community would care about."
The Curiosity
Them: "That makes sense. What would a press release look like for a restaurant?"
The Answer
You: "It would follow a standard format — a headline, a lead paragraph with the most important information, supporting details, a quote from you, and contact information. The key is that it reads like a news story, not an advertisement."
What Happened
- Education happened: They learned what press releases are and how they work
- Misconceptions were addressed: They understood that press releases are not only for large companies
- Curiosity increased: They asked thoughtful follow-up questions
- No pressure applied: The conversation was educational, not promotional
Education builds understanding. Understanding builds trust. Trust creates opportunities.
Facebook Field Assignment
This assignment helps you practice identifying newsworthy stories for businesses.
- Find five local businesses on Facebook or in your community.
- For each business, identify one legitimate newsworthy story they could potentially announce. Examples: grand opening, anniversary, new service, community involvement, award, or expansion.
- Evaluate the newsworthiness: Is this genuinely interesting to the public? Would a journalist consider it news?
- Do NOT write the press release. This is about identifying stories, not writing them.
This assignment helps you recognize that most businesses have newsworthy stories to share.
Academy Field Notes
Record your observations about press release opportunities in your field notes. These notes help you identify genuine opportunities for businesses.
Record for each business:
- Business: Name and industry
- Potential announcement: What they could announce
- Newsworthiness: Why it would be interesting
- Audience: Who would care
- Timing: When it would make sense
Your field notes help you prepare for conversations about press release opportunities.
Continue Your Academy Journey
Before moving to the next lesson, consider reviewing these foundational concepts:
- Academy Homepage
- Facebook Business Prospecting
- Presenting EMWNews Professionally on Facebook
- Recognizing Buying Signals on Facebook
- Introducing Business Solutions Naturally on Facebook
When you're ready, continue to the next lesson:
Key Takeaways
- A press release is a written communication that announces something newsworthy about a business.
- Press release distribution is the process of sending a press release to media outlets and online platforms.
- Businesses publish press releases for product launches, milestones, grand openings, awards, partnerships, events, hiring, funding, community involvement, and new services.
- Benefits include: visibility, authority, credibility, discoverability, brand awareness, search visibility, media exposure, and long-term content value.
- Press releases work best when there is legitimate news, an existing online presence, professional writing, consistency, and readiness for visibility.
- Press releases are NOT the right tool when there is no real news, no online presence, the business is not ready, the content is pure advertising, or the business has limited resources.
- Common misconceptions include: press releases are only for large companies, guarantee coverage, and are just advertising.
- Businesses of all sizes can benefit from press releases when used appropriately.
- Press releases are news stories, not advertisements.
- Understanding press release distribution helps you recommend it appropriately.
Frequently Asked Questions
What is the difference between a press release and an advertisement?
A press release announces news. An advertisement promotes a product or service. Press releases are informational. Advertisements are promotional.
Do I need to be a good writer to write a press release?
Writing skills help, but press releases follow a standard format. Many resources and templates are available to help businesses write effective press releases.
What if my business is not newsworthy?
Most businesses have newsworthy stories. Think about milestones, achievements, community involvement, and customer success stories. There is almost always something worth sharing.
How long does a press release take to produce?
Writing a press release typically takes a few hours. Distribution is usually completed within a few days. The process is straightforward with the right support.
How much does press release distribution cost?
Costs vary depending on the distribution platform and reach. Many businesses find press release distribution accessible and affordable.
Can I write my own press release?
Yes. Businesses often write their own press releases. Templates and guides are available to help. Professional writing services are also available.
What happens after a press release is distributed?
The press release appears on news websites, in search results, and sometimes on media outlets. It becomes publicly available information that customers and journalists can find.
Is press release distribution still effective?
Yes, when used appropriately. Press releases remain effective for building visibility, credibility, and discoverability.
How many press releases should a business publish?
There is no set number. Businesses that publish press releases consistently over time see the best results. Quality matters more than quantity.
What is the next lesson?
The next lesson is Businesses That Benefit Most From Press Releases. It explores which businesses benefit most from press release distribution and why.
Education Creates Understanding
Press release distribution is one communication tool among many. Used appropriately, it can help businesses share legitimate news, increase visibility, and strengthen credibility.
You have learned what press releases are, how distribution works, why businesses use them, when they are appropriate, and what realistic expectations look like. This knowledge helps you educate business owners and recommend solutions appropriately.
Your next step is to learn which businesses benefit most from press release distribution:
Continue with Businesses That Benefit Most From Press Releases.
