One of the most common questions communication professionals face is: How often should we publish press releases? The answer depends on your goals, your news cycle, and how you want your brand to be understood across digital and media platforms.
Publish When You Have Something to Say
There is no magic number of press releases that works for every company. A smart approach is to send one out when you have something important to share. This could be a new product, a partnership, a leadership change, an award, a company achievement, or a timely reaction to something happening in your industry. Each of these is a chance to share your story and build trust in your brand.
Press Releases Expand Your Visibility and Discoverability
Press releases are no longer just for reporters. As David Meerman Scott explains in The New Rules of Marketing & PR, they are just as much for your buyers as for the media. In today’s nonstop online news cycle, press releases help your company show up more clearly across the internet, including on search engines, news websites, and even AI tools that summarize and share brand information. When your company puts out timely and well-organized updates, it gives people and search engines more ways to find and understand what you do.
There is growing interest in how search engines and AI tools sort and highlight information about businesses. Regular updates help make sure these systems have the latest and most accurate details about your company. That’s why press releases are now seen as an important part of your digital presence, not just something for media outreach.
Make It Matter, Not Just Frequent
While it’s good to be consistent, what’s more important is making sure each press release actually matters. Sending one out just to meet a monthly goal usually doesn’t work well and can water down what your brand stands for. Each release should say something real and help show what your company is all about.
Instead of sticking to a set number, ask yourself: Is this truly worth sharing? Will this help our audience, customers, partners, or investors better understand who we are or where we’re headed? If the answer is yes, then it’s worth putting out.
Press Releases Build Trust Over Time
With so much content being shared every day, it’s more important than ever for people to know they can trust your company. Press releases help give your brand a clear and reliable voice. Over time, a collection of well-written releases can show that your company is active, honest, growing, and a leader in your field.
Press releases also help protect your reputation by making sure there is accurate and up-to-date information about your company available online. When the media, customers, or even AI tools look for facts about your business, your press releases can serve as trustworthy sources.
Bringing It All Together
The best press release strategy focuses on sharing real, meaningful news rather than following a set schedule. Press releases should help people understand what’s new and important about your company. Whether you share a few each year or a handful every few months, make sure each one has a clear point and adds value.
It’s also important to work with a PR partner who can help plan, write, and send out press releases that support your goals and tell your story the right way.
