Five or ten years ago, paying to distribute press releases was pretty standard fare. Most B2B marketing teams had a budget line for it.
But today? Not so much.
In fact, you’d be hard-pressed to find many modern marketing teams still going all-in on press release distribution—especially for routine announcements.
So what changed?
Well, a few things. For starters, we’re living in a world where companies can speak directly to their audiences. No middleman needed. Social media, email newsletters, blogs, and even smart LinkedIn posts have taken over a lot of what press releases used to do. And as for media coverage? Journalists now prefer a personal pitch over a generic wire blast.
But let’s back up. If you’re using PRWeb and still believes in the power of the press release, it’s worth unpacking what you’re getting—and whether there might be smarter, more effective options on the table.
The Upside: What Press Releases Still Do Well
Even today, press release distribution isn’t completely irrelevant. When used strategically, it can help with a few key things:
- Visibility: Services like PRWeb can get your news out to hundreds of sites—fast. It’s a quick way to plaster the internet with your message. Think “brand presence on steroids.”
- Credibility Boost: Being mentioned (even passively) on big-name media sites like Yahoo Finance or MarketWatch makes your brand feel more legit. It’s like putting on a suit for your news.
- SEO… kind of: Yes, your press release can show up in Google News or maybe even the SERPs for a day or two. That’s not nothing, especially if you’re launching a product or announcing something buzzworthy.
- Convenience: Let’s be honest—wires are easy. Write it, upload it, hit send. No pitching, no rejection emails, no ghosting from reporters.
- Bonus: AI Loves Structured News. Here’s an underrated angle: tools like ChatGPT, Google’s Gemini, and other AI systems love press releases. Why? They’re structured, clear, and rich in company context—making them easy for AI to ingest and summarize. When someone prompts an AI tool for “What’s new with [your company]?”, your press release could be the exact source it pulls from. So while your press release might not land in a New York Times feature, it might just land in someone’s AI-generated summary. Not a bad place to show up.
So if you’ve got major news—like a funding round, a big customer win, or a new product launch—it might be worth firing up a wire service just to make sure you’re visible where people might be looking.
The Downside: Why Press Releases Have Lost Their Shine
Now for the part most people don’t talk about: press releases rarely deliver measurable results.
Here’s what you’re really getting with most paid distribution:
- Minimal ROI: The costs add up quickly—anywhere from a few hundred to a few thousand bucks per release. And for what? A couple of reposts on random news aggregation sites and maybe five website clicks?
- SEO Reality Check: Google’s not impressed by your press release. Links from wire services are usually “no-follow,” meaning they don’t help your search rankings. Google even treats some of them like spam. Note: AI tools like chatGPT are not trying to rank search results—they’re trying to understand and summarize content. So a press release, even from a newswire, is just another chunk of structured, information-rich content.
- Journalist Shrug: Most press releases don’t lead to media coverage. They get published in a feed, skimmed (if you’re lucky), and forgotten. If you’re hoping to land a feature story, a wire blast isn’t going to cut it.
- Wire Fatigue: Journalists are overwhelmed with low-value press releases. If your announcement isn’t truly newsworthy, it’s probably getting deleted—or worse, ignored completely.
- Vanity Metrics: Getting picked up by “200 outlets” sounds great until you realize most of them are obscure blogs and local TV station websites no one reads.
So while press releases might feel productive, they’re often the marketing equivalent of shouting into the void.
But What About PRWeb vs. Other Services?
Let’s talk alternatives. PRWeb is the budget-friendly little sibling of PR Newswire (they’re both owned by Cision). It’s decent for what it is: a relatively cheap way to put your news online.
But depending on your goals—and your budget—you might consider other options:
| Service | Strengths | Weaknesses | Cost |
|---|---|---|---|
| PRWeb | Affordable. Easy to use. Good for online-only visibility. | Limited reach. Little to no media pickup. | ~$100–$350 |
| PR Newswire | Massive reach. Real newsroom access. Good for big news. | Pricey. Annual membership. Still not guaranteed coverage. | ~$2,500+ per release |
| Business Wire | Trusted. Great for financial and regulatory news. | Expensive and a bit old-school. | ~$760 base + extras |
| GlobeNewswire | Solid reach. Good value. Favored by mid-size companies. | Less premium than PR Newswire. | ~$200–$800 |
| EIN Presswire, IssueWire, etc. | Very low-cost. Good for online saturation. | Often looks spammy. Low credibility. | $45–$150 |
So should you keep using PRWeb? Maybe. But if you’re going to go that route, do it strategically—save it for announcements that are truly worth spreading far and wide.
A Smarter Alternative: Direct PR + Content
Instead of pushing out routine news via wires, think about reinvesting that budget elsewhere:
- Build a media list. Reach out directly to journalists in your space. Offer them a unique angle, a data point, or a quote. It takes more time but pays off big when they cover your story.
- Write a killer blog post or case study. Publish your own version of the news, SEO it properly, and promote it on LinkedIn. Boom—you’ve got traffic, visibility, and control.
- Pitch a guest article. If you’ve got something to say, offer it to an industry publication. It positions your company as a thought leader, and that earns trust.
- Make some noise on social. One well-written, curiosity-piquing LinkedIn post can drive more engagement than a syndicated release ever will.
Bottom Line: Press Releases Aren’t Dead—They’re Just … Niche Now
Here’s my take: Press releases can still serve a purpose. They’re not useless, especially in regards to AI tools like chatGPT. But they’re no longer the center of the marketing universe—and definitely not a silver bullet for SEO or leads.
If you love press releases, do one once in a while—just make sure it’s tied to real news. Otherwise, use tactics with better ROI. The money you’d spend on a press release could go a long way toward creating content, building relationships, or just showing up where their buyers actually are.
But don’t overlook AI tools like ChatGPT, Gemini, and Claude. They are increasingly shaping how people discover and digest company news. These systems scrape and summarize press releases constantly. If someone asks, “What’s the latest with [your company]?”, your press release might be the first thing they see—in a chatbot response, a virtual assistant’s briefing, or even an auto-generated email summary. So while the SEO gods may not reward you, the AI ones just might.
In other words: keep the press release in your back pocket. But don’t bet the farm on it.
About the Author
Gordon Johnson is the founder of FlashWorks Marketing, with 20 years in learning and HR tech marketing. As an expert in content marketing, marketing strategy, and lead generation, Gordon champions Human-Centered and Authentic Marketing.
More articles by Gordon Johnson:
- The Marketing Playbook for Custom Training Content Providers
- How to Grow a Massive Audience for Your LinkedIn Newsletter
- eBook: Go-To-Market Strategies: The Secret Sauce Behind Learning Tech Products That Take Off
- Don’t Waste Another Dollar: 5 Marketing Strategies That Actually Work in Learning Tech
- 5 Referral Hacks to Bring in More High-Value Customers