Press Releases. What are the reasons (if any) that I should even consider them?

[JasonKhoo]

For the last couple years, i believed common knowledge that press releases was NOT the way to go for SEO. So I avoided it like crazy!

Now, I'm doing some research and I realize that some (or alot) companies still create press releases to get the word out so that they can spread the message. I am going to be signing with some clients that are bigger brands and I want to do everything in our power to get the word out. I've done social outreach, commenting and cold emails to influencers before, but now I've been seeing some competitors using press releases with a little success, I want to ask the community, is there a method they recommend of testing efficacy of press releases?

My biggest fear is using press releases then months/years down the line be hit hard by a penalty just for testing different PR sites.

[ChrisAshton]

Hi Jason,

This is something I can't really give a confident answer on unfortunately. Our list of clients these days don't really lend themselves to legitimate causes for a press release so we haven't done one in a little while.

My best suggestion would be to look at them very closely before submitting and check for the usual quality factors (trust, authority, linking practices etc) and more importantly, try to find sites that actually have real traffic to amplify your efforts rather than just being launched into the ether to be seen by nobody

[Ria_]

I've always actively avoided those PR sites if I'm honest, so I couldn't tell you my experience with them. As you say, it's a control thing.

[JasonKhoo]

Thanks for the response Chris! That's really reassuring. I had a feeling that'd it be okay, but just always want to make sure I get my facts straight from my peers.

I mentioned this to Ria (above) but do you have any experience/ or would you recommend dealing with the big PR sites like PR Web? I've handled Press Releases internally and sent them out personally to organizations/targets personally found. I'm sure there are targeted press release sites as well, but I'd just like to get some feedback on that aspect.

[JasonKhoo]

Ria, thanks for the response! I've utilized the strategy you have mentioned before and it is definitely one that has shown some effectiveness for us. Its much more of a manual but controlled method.

Thats why i'm so nervous bout the PR sites, PR sites your just spitting out generally. Have you ever worked with sites like PRWeb and the other big ones?

[ChrisAshton]

Just like so many things in this industry, press releases can be done just fine if they're submitted for their original purpose - to release information to the press!

If you're doing it just for the sake of the link then that's where you run into potential problems. Doing it for the right reasons means you're typically going to be placing it on a good site with well written and interesting information rather than just spinning some content to go through the motions.

[Ria_]

I guess it depends on how you do it, and what it is you're promoting. I'm no PR expert (in the slightest), but one method I personally find effective is to write a press release that could easily be published as a blog post "as is" with different promo images attached. I will not publish this on any of my own platforms.

I will then hunt down and make a list of websites, bloggers, vloggers, etc, that are relevant to what I'm trying to promote. Then send them each personalised email attaching the PDF and images. I've found it a good way of getting it out there in front of the right audience and getting backlinks from relevant websites (especially when run with some sort of incentive like a competition). Many bloggers will thankfully re-write the original press release anyway.