Discover the secondary purposes of a press release beyond news distribution. Learn how press releases improve SEO, boost credibility, attract investors, and more.

Introduction

Press releases are primarily used to announce news, such as product launches, partnerships, or company updates. However, they serve many secondary purposes beyond news distribution.

When used strategically, press releases can:
✔ Improves brand credibility
✔ Enhance SEO and website traffic
✔ Support marketing campaigns
✔ Attract potential investors
✔ Strengthen relationships with media and stakeholders

In this article, we’ll explore the secondary purposes of press releases and show how they provide long-term value for businesses.

1. What is the Secondary Purpose of a Press Release?

While the primary purpose of a press release is to distribute important news, the secondary purposes focus on long-term benefits, such as:

• Building brand authority and credibility
• Improving online visibility (SEO benefits)
• Supporting sales and marketing efforts
• Enhancing investor relations
• Creating a historical record of company milestones

These secondary purposes make press releases a powerful business tool beyond immediate media coverage.

2. The Key Secondary Purposes of a Press Release

A. Strengthening Brand Credibility & Authority

• Press releases help businesses position themselves as industry leaders.
• Being featured in trusted media sources increases credibility.
• Example: Tesla’s sustainability initiatives being covered by Forbes and Bloomberg builds brand trust.

Why It Matters:
✔ Customers trust brands with media recognition.
✔ Journalists view companies with frequent PR as credible sources.

B. Improving Search Engine Optimization (SEO)

• Google indexes press releases, which helps businesses rank higher on search engines.
• Using keywords and backlinks in a press release drives organic traffic.
• Example: A press release titled “Best AI Tools for Digital Marketing in 2024” could rank on Google, attracting new customers.

Why It Matters:
✔ Increases website traffic.
✔ Helps brands appear in Google News & search results.

C. Supporting Marketing & Sales Strategies

• Press releases can be integrated into content marketing strategies.
• Well-written PR can attract customers & boost product visibility.
• Example: A press release announcing a new fitness app could be repurposed into social media posts, blog articles, and email newsletters.

Why It Matters:
Cost-effective alternative to paid advertising.
Builds brand awareness for new products/services.

D. Attracting Investors & Business Partnerships

• Press releases can generate interest from investors, stakeholders, and partners.
• Publicly traded companies use press releases to communicate financial performance.
• Example: A startup announcing a $10 million funding round via press release can attract venture capital firms.

Why It Matters:
Investors analyze media coverage before investing.
Partnerships grow when a company has strong public relations.

E. Creating a Historical Record of Company Growth

• Press releases act as official records of major company milestones.
• They document achievements, expansions, and leadership changes.
• Example: Amazon’s press releases over the years show its evolution from an online bookstore to a global e-commerce leader.

Why It Matters:
Useful for internal archives & investor reports.
Helps with brand storytelling & long-term PR strategy.

3. How to Optimize a Press Release for Secondary Purposes

To maximize the long-term benefits of a press release, follow these strategies:

A. Use SEO-Optimized Headlines & Keywords

• Include relevant keywords to increase search engine rankings.
• Example: “How ABC Tech is Transforming AI for Small Businesses in 2024”

B. Add High-Quality Backlinks

• Link to your company website or blog for better SEO impact.
• Example: “Learn more about our new AI software here: companywebsite.com”

C. Distribute Through Multiple Channels

• Share press releases on LinkedIn, Twitter, Facebook, and industry forums.
• Post them on your company website’s Newsroom section.

D. Repurpose Content for Maximum Impact

• Convert press releases into blog posts, email newsletters, and social media posts.
• Example: Break a long press release into 3 LinkedIn posts to increase engagement.

E. Track Metrics & Adjust Future Press Releases

• Measure success using Google Analytics, media mentions, and website traffic.
• Use insights to improve future PR strategies.

4. Best Press Release Distribution Methods

To ensure press releases serve both primary and secondary purposes, distribute them effectively:

PR Distribution Services (PR Newswire, Business Wire, B2Press)
Industry-Specific Media Outlets (TechCrunch for tech companies, Forbes for business news)
LinkedIn, Twitter, & Business Networks (Engage with journalists & industry leaders)
Company Website & Blog (Publish in the Newsroom section)

By combining paid & organic distribution, businesses maximize PR reach and long-term benefits.

5. FAQs About the Secondary Purpose of a Press Release

1. How does a press release help with SEO?

Press releases improve SEO by:

• Ranking on Google for relevant keywords.
• Providing backlinks to your website, increasing traffic.
• Appearing in Google News, boosting visibility.

2. Can a press release help increase sales?

Yes! A well-optimized press release can:
Attract potential customers searching for related products.
Build credibility, leading to increased conversions.
Be repurposed into marketing campaigns, driving sales.

3. How do press releases attract investors?

• Investors research company media coverage before making decisions.
• Press releases about funding rounds, partnerships, and achievements showcase business growth.

4. How often should a company issue press releases?

• At least once a month to maintain brand visibility.
• More frequent if announcing new products, events, or financial updates.

5. Can a press release help a startup gain recognition?

Absolutely! Press releases:
Increase startup visibility without huge ad costs.
Attract media attention & potential partners.
Improve SEO rankings for startup-related keywords.

Conclusion

Press releases are more than just a tool for media announcements. They serve secondary purposes that help businesses:
Strengthen brand credibility
Improve SEO & online presence
Support sales & marketing efforts
Attract investors & partnerships
Create a historical record of success

Businesses can maximize long-term benefits by strategically writing and distributing press releases while saving money on marketing and advertising.

If you’re not leveraging press releases beyond news distribution, now is the time to start!