For years, press releases have been misunderstood. Some businesses think they’re only for massive corporations. Others believe they’re outdated in the age of social media. And many assume press releases are only useful if you’re trying to get on the evening news.
The reality?
Press releases are still one of the most powerful tools businesses can use to build credibility, authority, and visibility when done correctly.
At TJ21 Media Group, we view press releases not as relics of traditional PR, but as strategic digital assets that support branding, SEO, reputation management, and long-term growth.
Let’s break down what a press release actually is — and why it still matters more than most businesses realize.
Table of Contents
What Is a Press Release?
A press release is an official announcement issued by a business or organization to share news that is relevant, timely, and newsworthy.
Traditionally, press releases were written for journalists and media outlets. Today, they serve a broader purpose — communicating important updates to:
- Media outlets
- Search engines
- Industry publications
- Customers
- Partners
- Investors
- The public
A well-written press release tells a clear story about something that matters right now.
What Makes Something “Press Release Worthy”?
Not everything a business does needs a press release — but many more things qualify than people think.
Common press release topics include:
- Business anniversaries or milestones
- Company expansions or relocations
- New product or service launches
- Partnerships or acquisitions
- Awards and recognitions
- Community involvement or donations
- New hires or leadership changes
- Major contracts or projects
- Industry insights or thought leadership
If it affects your business, your customers, or your community, there’s often a press angle.
Why Press Releases Still Matter in a Digital World
Despite the rise of social media, video, and AI-driven search, press releases remain valuable because they serve multiple roles at once.
Press Releases Build Credibility & Trust
A press release is a formal declaration.
It signals:
- Professionalism
- Legitimacy
- Stability
When customers see your business featured on news sites, industry blogs, or syndicated outlets, it reinforces trust — even if they don’t consciously realize it.
Perception matters, and press releases elevate perception.
Press Releases Support SEO & Online Visibility
Modern press releases are indexed by search engines.
When distributed properly, they:
- Create authoritative backlinks
- Reinforce brand entity signals
- Improve branded search visibility
- Populate search results with controlled messaging
This is especially important as Google and AI systems increasingly prioritize entity recognition and authority, not just keywords.
A press release helps define who you are online.
Press Releases Control the Narrative
If you don’t tell your story, someone else will — or worse, no one will.
Press releases allow you to:
- Frame announcements accurately
- Avoid misinformation
- Establish context
- Communicate on your terms
This is crucial during moments of growth, change, or public attention.
4. Press Releases Extend Content Lifespan
A single press release can be repurposed across:
- Website blog content
- Social media posts
- Email newsletters
- Google Business Profile updates
- Sales materials
- Investor or partner communications
Instead of disappearing in a feed, press releases live on as evergreen authority content.
Press Releases Aren’t Just for Big Companies
One of the biggest myths is that press releases are only for national brands.
In reality, local and regional businesses often benefit more.
Why?
- Local media is hungry for relevant stories
- Community-focused news builds trust
- Local SEO benefits are amplified
- Smaller markets mean less competition for coverage
For South Bend and regional Indiana businesses, a well-targeted press release can outperform expensive ad campaigns in terms of credibility.
Press Releases vs. Blog Posts: What’s the Difference?
While they may look similar, press releases and blog posts serve different functions.
| Press Release | Blog Post |
|---|---|
| Announces news | Explains or educates |
| Time-sensitive | Evergreen |
| Formal tone | Conversational tone |
| Written for media & search | Written for customers |
A smart strategy uses both, often linking them together.
What a Modern Press Release Looks Like
Press releases have evolved.
Today’s effective press release includes:
- A compelling headline
- Clear, concise messaging
- Strategic keyword usage
- Brand positioning
- Quotes from leadership
- Links to relevant pages
- Multimedia when possible
It’s not about fluff — it’s about clarity and relevance.
Why Distribution Matters as Much as Writing
A press release that never leaves your website is just a blog post with a fancy name.
Proper distribution ensures:
- Media pickup
- Search engine indexing
- Syndication across authoritative platforms
- Maximum reach
At TJ21, we focus on strategic placement, not just mass blasting.
Press Releases & Brand Authority
Press releases are a powerful authority signal.
They:
- Establish thought leadership
- Reinforce legitimacy
- Create historical documentation of growth
- Support Google’s understanding of your brand entity
Over time, a consistent press release strategy builds a public record that supports trust — with both humans and algorithms.
Press Releases in the Age of AI Search
As AI-powered search tools summarize brands and businesses, they rely heavily on:
- Structured information
- Credible sources
- Official statements
Press releases provide exactly that.
They act as authoritative reference points, helping AI systems understand:
- What your business does
- What you’re known for
- Why you’re relevant
In this way, press releases are becoming more important, not less.
Common Mistakes Businesses Make with Press Releases
Some of the most common pitfalls include:
- Making the release too promotional
- Lacking a real news hook
- Writing vague or generic copy
- Ignoring SEO and structure
- Poor distribution
- Treating press releases as one-off tactics
Press releases work best when they’re part of a larger strategy, not isolated events.
How Often Should a Business Issue Press Releases?
There’s no universal rule — but consistency matters more than frequency.
Many businesses benefit from:
- Quarterly press releases
- Milestone-based announcements
- Strategic releases tied to growth phases
The goal is to build a visible, credible narrative over time.
How TJ21 Media Group Uses Press Releases
At TJ21 Media Group, we approach press releases as:
- Brand authority builders
- SEO assets
- Trust signals
- Content multipliers
We don’t just write press releases — we integrate them into:
- Digital marketing strategies
- Website content ecosystems
- Local and national visibility plans
Because when press releases are aligned with branding, SEO, and messaging, they punch far above their weight.
Final Takeaway
Press releases aren’t outdated — they’re misunderstood.
In today’s digital-first, AI-driven landscape, press releases:
- Build credibility
- Support SEO
- Control messaging
- Strengthen brand authority
- Create lasting visibility
For businesses of all sizes, they remain one of the most cost-effective ways to shape perception and tell your story — intentionally and professionally.
And when used strategically, a press release isn’t just news.
It’s an investment in your brand’s public record.
