Let’s set the record straight: the press release is not dead. It’s just evolved.

Too many businesses write off press releases as “old school PR” — a relic of the fax machine days. But here’s the truth: when used strategically, a press release can be one of the most powerful tools for online visibility, credibility, and long-term discoverability.

The secret? Knowing the difference between an editorial-style press release for direct pitching, and a search-optimized release designed to live (and rank) online long after the news cycle fades.

Editorial-Style Press Releases: Your 1:1 Pitch Weapon

The first type of press release is the one you send directly to editors, journalists, and your professional network. Think of it as your storytelling pitch in editorial form.

This isn’t a mass blast. This is a carefully written release with narrative flow — the kind that makes an editor pause and say, “This could run as is.”

• It’s personalized.

• It highlights your unique angle.

• It’s crafted to mirror editorial style.

Journalists are flooded with generic pitches every day. An editorial-style press release that already reads like a finished article? That’s how you cut through the noise. It makes their job easier — and increases your chance of coverage.

Search + AI Optimized Press Releases: Your Digital Anchor

The second type is your search-optimized press release. This is the one you put on the wire and publish on your website.

Why? Because long after your “news” feels old, that release can still drive traffic, show up in search results, and even surface in AI-powered answers. It becomes a permanent piece of digital real estate for your brand.

Here’s why it matters:

• Press releases published online remain searchable for years.

• A well-optimized release can get picked up in industry news feeds and republished across multiple outlets.

• As search engines and AI tools continue to prioritize credibility, having structured, optimized press releases linked to your brand is a huge advantage.

Think of it as building a library of authoritative, branded content that the internet doesn’t forget.

The Power of Both

When you combine both strategies, you get the best of both worlds:

1. Editorial-style PR that opens doors with journalists and editors.

2. Search-optimized PR that amplifies your message across digital platforms and keeps it alive online.

This is how you take a single announcement and make it work harder for you. One release, two strategies, countless touchpoints.

Stop Underestimating the Press Release

If you’re only using press releases for announcements and ignoring their digital power, you’re missing out.

Press releases aren’t just about breaking news. They’re about creating momentum, building credibility, and owning the narrative — both in the inbox and online.

So the next time you have a story to share, ask yourself: am I just sending an announcement, or am I building a digital footprint?

The difference is what makes a press release not just another PR tool, but a growth strategy.