The Internet is not a dumping ground. It does not need your brand’s meaningless press releases. 

SEOs recommend clients publish at least two press releases each month. These are crucial to maintaining visibility, brand awareness, and getting backlinks. Yet, is it better to simply avoid publishing press releases if there is nothing newsworthy?

Well, before touching on the vital topic, let’s brush up on some basics. 

What’s a press release? 

A press release means an announcement, newsworthy item, or statement made by the concerned organization. It can be information regarding a new product, service, event, or even about someone’s appointment in the company. Organizations may also issue a press release to share their opinion about specific issues or controversies. Whatever the reason behind the press release may be, the most crucial point is that it needs to be newsworthy. It should be something that the public or stakeholders do not know. A press release can also be referred to as a news release or news statement.

Press releases are issued to newsgroups, bloggers, and news websites, as well as released on dedicated PR websites. They play a prominent role in content marketing these days, and this is where all the trouble starts.

“Just write something to promote the company’s existing products and let’s submit it as a news statement.”

This may sound absurd, but content managers, as well as SEOs, remain unaware of the basics of news statements. Some of them, brimming with confidence, even tell the blunt truth to writers that there is nothing newsworthy to share. This is what most of them say to their content developers: “Just write something to promote the company’s existing products and let’s submit it as a news statement.”

Writers have no other option but to oblige and write. Then, abdication of responsibility and a blame game starts as soon as press release sites reject the content.

SEOs love all those free press release distribution sites

Some PR sites have in-house moderators who review all the submitted material before releasing it. They reject press releases and also send a detailed rejection email to the author. 

On the other hand, some of them merely release the submitted articles, no matter even if the material is newsworthy or not. SEO and content managers love these sites as they can quickly dump their press releases on such portals with links and complete their monthly press release target. This is the reason; you might come across several PR websites that are full of pure promotional articles. The system is being abused; content is dumped on such sites in the name of news statements.

Search engine experts may offer a lengthy argument when it comes to the benefits of press releases for SEO. But, does such content help? What does Google search say about press releases? Back in 2013, Google had already clarified that press releases are considered unnatural if they consist of links. So, why waste resources? No one prefers to waste time visiting such press release sites and reading the crap anyway. This is not going to help you increase website traffic or maintain media relations.

The final cut:

What’s the solution? Well, the best option is to always ask the client if there is anything newsworthy they wish to share. If the answer is negative, simply skip publishing press releases. 

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