By Mark Macias
Founder of MACIAS PR | Former NBC Executive Producer
If you’ve ever received spam promising TV interviews or major news coverage through a press release, ignore it. That’s not how PR works. A press release—no matter how much you pay for distribution—won’t land you on the evening news.
Reporters don’t hunt for story ideas on PR newswires. But that doesn’t mean press releases are useless. They can play an important role in SEO, content marketing, and credibility when used correctly.
Are Some PR Newswires Better Than Others?
Entrepreneurs often ask which PR newswire is “best.” Here’s the truth: most major distribution services use the same technology. In theory, there’s no inherent advantage in paying more for one over another. (We know this because our agency researched it in depth.)
So why do some releases gain more traction? It comes down to quality of content and style.
Why Writing Quality Matters for Search
Search engines are unpredictable. Google never reveals its full algorithm, but it consistently rewards good content. If your release is written well, tied to real news, and follows industry style, your odds of online exposure improve dramatically.
Key points:
- A release must be in third person—not “we” or “I.”
- Quotes should follow AP style.
- Grammatical or formatting errors can kill visibility.
Even with the right distribution service, a poorly written release will sink.
Extend Reach by Sharing with Editors
Distribution isn’t enough. At MACIAS PR, we always send releases directly to targeted editors. This ensures they see the story from us—not just in a generic newswire feed. That step alone has led to national and international coverage for clients.
When a Press Release Helps Your Brand
Press releases work best for putting big announcements on the record.
Examples:
- Announcing partnerships, user growth, or funding rounds.
- Documenting awards (our agency always issues a release when we win).
- Establishing searchable credibility for milestones.
One health client we represented was weeks from CDC recognition for a virtual diabetes prevention program. We prepped a release so the announcement was ready. Today, if you Google them, you’ll see that recognition listed everywhere—and it all started with the press release.
Bottom Line
Press releases won’t magically generate media coverage. But when written strategically and paired with targeted outreach, they can:
- Boost SEO visibility
- Provide credibility for announcements
- Support broader PR campaigns
The difference is in execution—not distribution.
👉 Curious what PR would actually cost for your business? Try our free PR Cost Calculator and get a customized estimate based on your needs and goals. MACIAS PR created the first free PR Cost Calculator that gives entrepreneurs real insight on pricing— no long calls, just clarity.
About Mark Macias
Mark Macias is a former Executive Producer with NBC, Senior Producer with CBS, and frequent contributor to Forbes, CNBC, and Entrepreneur. City & State Magazine named him to their PR Power 50 list in New York. He founded MACIAS PR in 2009, leading media campaigns across healthcare, tech, politics, and nonprofits.