Why Press Releases Are Still Relevant in the Digital Age

Tara Figg
 Posted on 05, Apr 2023

In today's digital age, businesses are constantly looking for new ways to promote their products and services online. From social media marketing to influencer partnerships, there are many different strategies available to companies looking to gain exposure online. However, one traditional method that is still relevant in the digital age is the press release.

What is a press release?

A press release is an official statement issued to the media that provides information about a company's newsworthy developments, such as a product launch, expansion, or partnership. Press releases are usually written in a specific format, with a headline, summary, and quote from a company representative. They are then distributed to various media outlets, including newspapers, magazines, and online publications, with the goal of gaining media coverage and exposure.

While some may view press releases as outdated, they can still be an effective tool for businesses looking to build their online presence. Here are some reasons why press releases are still relevant in the digital age:

Increased Visibility

Press releases can be an effective tool for increasing the visibility of your business, especially if you are a small business looking to expand your reach. By distributing your press release to various media outlets, you can increase the likelihood of your business being featured in news stories or articles. This can help to build your credibility and establish your business as an industry leader.

For example, a small jewelry business may issue a press release announcing a new product line or a special promotion. If the press release is picked up by local newspapers or online publications, it can help to generate interest in the business and increase foot traffic to their brick-and-mortar store or website. This increased visibility can ultimately lead to more sales and a larger customer base.

In addition to generating leads and sales, press releases can also help to increase brand awareness. By regularly issuing press releases, you can establish your business as a reliable and trustworthy source of information in your industry. Over time, this can help to build your brand and increase customer loyalty.

For example, a small tech startup may issue a press release announcing a new partnership or collaboration. If the press release is picked up by industry publications or blogs, it can help to establish the business as a thought leader in their industry and increase their credibility among potential customers.

Search Engine Optimization (SEO)

Press releases can be an important component of a company's overall SEO strategy. Backlinks from reputable sources, such as news outlets and industry publications, can significantly improve a website's search engine rankings. By including links to their website in press releases, companies can increase the number of backlinks pointing to their site, which can help to improve their overall search engine visibility.

In addition to improving search engine rankings, press releases can also increase website traffic. When a press release is distributed, it can be picked up by multiple news outlets, which can lead to increased visibility for the company and its products or services. This increased visibility can result in more clicks and visits to the company's website, which can ultimately lead to more conversions and sales.

Another way press releases can help with SEO is by providing fresh, relevant content for search engines to index. When a press release is published, it creates a new page of content for search engines to crawl and index. This can help to improve the overall quality and relevance of a website's content, which can in turn improve its search engine rankings.

It's important to note that not all press releases are created equal when it comes to SEO. To maximize the SEO benefits of a press release, it's important to include relevant keywords and phrases in the release, as well as links to the company's website and social media profiles. The release should also be distributed to reputable media outlets and publications to ensure that the backlinks generated are of high quality.


Press releases can serve as a powerful tool in building and maintaining a company's credibility. When a media outlet picks up and publishes a story based on a press release, it provides third-party validation and establishes the company as an authority in its field. This can help to instill trust in potential customers who may be wary of doing business with an unknown entity.

For example, let's say a new skincare company has developed a revolutionary product that claims to reduce wrinkles and other signs of aging. By issuing a press release announcing the product's launch and its unique features, the company can attract the attention of media outlets in the beauty and health industries. If a respected publication decides to write an article about the product based on the press release, it can provide a significant boost in credibility and establish the company as a trustworthy source of effective skincare solutions.

Moreover, regularly issuing press releases that highlight new product launches, industry awards, or other noteworthy achievements can help to maintain a company's credibility over time. Consistent, positive media coverage can reinforce a company's reputation as a trusted and reliable provider of high-quality products or services.

In addition, press releases can also help to enhance a company's reputation by demonstrating its commitment to transparency and openness. When a company issues a press release in response to a crisis or controversy, it can show that it is willing to take responsibility and address the issue head-on. This can go a long way in building trust with customers and stakeholders who value companies that are willing to be accountable and responsive.

Control Over Messaging

In addition to the benefits already mentioned, another advantage of press releases is that they give companies more control over their messaging. Social media has made it easier for anyone to share their opinions and experiences about a product or service, but it also means that misinformation can spread just as quickly. In contrast, press releases allow companies to present their message in a clear and accurate manner, without any alterations from third parties.

By crafting a well-written press release, companies can ensure that their message is communicated effectively and without any ambiguity. They can highlight the benefits of their product or service, provide important information, and respond to any potential concerns or criticisms. Additionally, by issuing a press release, companies can establish themselves as thought leaders and experts in their field.

Furthermore, press releases allow companies to choose when and how they release information, giving them more control over their PR strategy. They can decide which media outlets to target, the timing of the release, and the angle they want to take. This level of control can be especially important during times of crisis or when addressing sensitive issues.


Furthermore, issuing a press release can have a long-lasting impact on your business. Unlike a paid advertisement that runs for a set period of time, a press release can continue to generate publicity for your company long after it has been issued. This is because press releases are often archived by media outlets and can continue to be found and shared by potential customers through online searches.

Press releases also have the potential to generate media coverage beyond just the initial distribution. If a media outlet finds your press release interesting and newsworthy, they may reach out for an interview or to request additional information. This can lead to even more media coverage and exposure for your business.

Evergreen Content

Press releases can serve as evergreen content for a company's website, meaning that they can provide valuable information for potential customers long after the initial release. This can be especially useful for companies that have a history of newsworthy events or developments. By publishing press releases on their website, companies can showcase their achievements and share important updates with their audience.

For example, a company that has recently launched a new product or service can write a press release about it and publish it on their website. This can help potential customers learn about the product or service and its features, and can also serve as a reference point for future customers who are researching the company's offerings. Similarly, a company that has recently received an award or recognition can write a press release about it and publish it on their website. This can help to establish credibility and build trust with potential customers.

Does it really work?

Here are some real-life examples of how press releases have helped small businesses grow:

Big Apple Pet Supply: In 2008, Big Apple Pet Supply, a small online pet store, used a press release to announce the launch of its new website. The press release was picked up by several online publications and resulted in a significant increase in website traffic and sales for the company.

Maya Tea Company: Maya Tea Company, a small tea shop in Arizona, used a press release to announce the launch of its new line of organic teas. The press release was picked up by several local publications, resulting in increased foot traffic to the store and an increase in sales.

Bluebird Boutique: Bluebird Boutique, a small fashion boutique in Michigan, used a press release to announce the launch of its online store. The press release was picked up by several fashion blogs and resulted in a significant increase in online sales for the company.

The Lash Lounge: The Lash Lounge, a small beauty salon in Texas, used a press release to announce the launch of its new lash extension service. The press release was picked up by several local media outlets, resulting in increased foot traffic to the salon and an increase in bookings for the new service.

The Pie Hole: The Pie Hole, a small pie shop in California, used a press release to announce the launch of its new vegan and gluten-free pies. The press release was picked up by several food blogs and resulted in increased foot traffic to the shop and an increase in sales of the new pies.

These examples demonstrate how press releases can be a cost-effective way for small businesses to generate buzz, increase visibility, and ultimately grow their business.

So - yes. It works.

So yes: press releases are still a relevant and effective tool for businesses looking to build their online presence. By increasing visibility, improving search engine rankings, establishing credibility, controlling messaging, and providing cost-effective promotion, press releases can help businesses to reach their target audience and achieve their marketing goals.

Imperium Group is an American public relations and marketing consultancy firm. Founded in 2016, it specializes in guaranteed placements, creating utmost transparency for its clients. Imperium Group generates over 15M impressions a month for its clients. Its team is based out of New York, Dallas, and Los Angeles. 

For more information about Imperium Group, please see


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