How Often Do You Send Out a Press Release?

Posted on March 19, 2010 · Posted in SEO Strategies

Press release frequency is a topic that doesn’t get nearly enough attention. It seems like every post I read on the subject of press releases has to do with how to write them, how to optimize them, and where to publish them. And while all of these things are important, the frequency of your press release distribution is just as vital to the success of your PR campaign as any other factor.

So, what’s the ideal press release frequency?

I recommend sending out a press release at least once a month. Now, I know what you’re saying: “But what if I don’t have big news to announce every month?” My response: You may not have “big news” every month, but you always have an interesting story to tell. You just have to know where to look for it and which angle to attack it from.
Now, why do I say you should distribute a new press release at least once a month? There are a few reasons.

  • • It’s the leaky faucet approach to PR—PR magnets (those who seem to always get PR) use the leaky faucet approach to PR. This theory is based on the premise that if you drop a series of newsworthy press releases consistently over a long period of time, the media will eventually cover your company. The idea is that you always need to remain in the awareness of the media, and by publishing newsworthy press releases regularly they’re constantly reminded of you. Sooner or later, your press release will be in the right place at the right time.
  • It’s important for SEO—Online press release distribution is an often overlooked, yet vitally important, tool that can help any SEO campaign. By optimizing your press releases for targeted keywords, your press releases can grab top rankings in Google and other search engines. The search engines just love press releases. In fact, I’ve had experiences where press releases stayed on the first page of Google for the targeted keyword for more than a year. And when you add in the backlinks that you can include in your press release, it’s clear just how powerful press release distribution is for SEO.
  • It helps educate your audience—One of the biggest challenges of any PR campaign is educating your target audience on who you are, what you do, and what makes your company different. By distributing press releases on a monthly basis, you can build brand awareness, and over time, your target audience will get to know your company. Ideally, this will lead to more leads and sales.

How often do you publish a new press release? Why? Share your thoughts by leaving a comment.

This article is written by Mickie Kennedy, founder of eReleases, the online leader in affordable press release distribution. Download a free copy of the PR Checklist – a 24 point list of Press Release Dos and Don’ts here: