Ramon Ray, publisher, ZoneofGenius.com; author of The Celebrity CEO
Ramon Ray is a small business expert, in-demand motivational keynote speaker and event host. He is a brand ambassador and influencer for small-business-focused brands, helping them reach entrepreneurs and enhance their credibility in this market. Ray’s a serial entrepreneur who has started five companies and sold three of them as well as authored five books. Follow him on IG.
We’re in an attention economy, today, more than ever before.
An AI-powered, technology-driven, app-saturated, digital world, where we small business owners and entrepreneurs need every tool in the “marketing” tool box to stand out, be trusted, and drive sales.
One of the most underutilized yet powerful tools we have access to is the press release.
You might be thinking: “Aren’t press releases old-school?” The truth is, press releases have evolved.
They’re no longer just about hoping a journalist calls you. Used strategically, they are now about securing digital visibility, building authority, and boosting discoverability.
And in the new age of artificial intelligence, press releases can help AI systems generate accurate content about your brand or organization. As more people use AI chatbots—like ChatGPT and Gemini—to learn about businesses and organizations, having clear, accessible information is increasingly important.
Fun fact: AI models are trained on publicly available data, and press releases can be part of that ecosystem if they’re published online. I’ve used press releases on many occasions in event marketing, content marketing and more. They work.
Let’s break down why press releases should be a key part of your marketing arsenal.
Your Brand Visibility Online Is Everything
When someone hears about your business, what do they do next? They Google you—or they use Bing or an AI search engine.
If your digital footprint is weak, you lose a potential customer or investor in seconds. A well-optimized press release ensures that your name, brand, or latest offering shows up in search engine results with professional polish and clarity.
You want to dominate the first page of search results with articles, interviews, videos—and yes, press releases. They're fast, effective, very economical, and search-friendly content that strengthens your brand’s online visibility.
People Are Searching for You (and Your Solutions)
Customers, clients, and collaborators aren’t just searching your name. They’re searching for the problems you solve and the solutions you offer.
Press releases help you control that narrative. When you release a statement about a new product, partnership, event, or insight, you’re signaling to the digital world—including search engines—what you're all about. Done right, this can help you capture attention when someone searches keywords relevant to your expertise.
Credibility Matters—Press Releases Help Build It
A press release is like a verified social media badge for your business. It adds legitimacy. It’s a formal announcement to the world that your brand is doing something noteworthy.
Even more, when your press release appears on recognizable media portals, that association lends your business borrowed credibility. Being seen on MarketWatch, Yahoo Finance, or Business Insider (through syndicated release platforms) enhances your trust factor dramatically.
SEO Goldmine: Press Releases Drive Search Engine Traction
Press releases are built for search. When optimized correctly with relevant keywords, links back to your website, and compelling headlines, they can rank in Google News and organic search for months—sometimes years.
In the world of SEO, this is a long-term asset. Every press release becomes a digital breadcrumb trail leading people back to your business.
Placement Alongside Marquee Publications = Brand Power
Even if a press release doesn’t result in a traditional news story, the fact that it's distributed on major portals matters. That positioning—your brand mentioned on the same digital front as high-authority sites—sends a subconscious signal: "This brand is worth watching."
It also gives you credibility ammo to use in pitches, decks, and client meetings: “As featured on...” isn’t just a vanity line—it’s social proof.
Make Press Releases a Core Part of Your Marketing Strategy
Treat press releases like a rhythm—not a one-off event.
Instead of sending a release only when “big news” hits, develop a press release calendar as part of your broader content marketing strategy. New hires, event announcements, awards, speaking engagements, podcast launches—all are opportunities to share a press release.
Consistency keeps your name in front of people, and that consistency builds what matters most in marketing: trust.
Pitching to Journalists? Use Press Releases as Anchors
A strategically-written press release can serve as a “source doc” when pitching to the media. It gives journalists something official to link to or reference. It’s easier for them to trust a source who has a clear, concise, and professional announcement already out in the world.
Think of it this way: if a journalist or blogger is considering writing about you, the existence of a polished press release makes their job easier—and you more quotable.
Press Releases Have Evolved—They're for the Digital-First World
Gone are the days where the sole purpose of a press release was to get picked up by a newspaper.
Today, press releases are digital marketing tools. Their value lies in:
Search engine visibility
Content syndication
Social media sharing
Email newsletter features
Brand positioning across multiple channels
They’re about optimization, not just attention.
A Tool Aligned With The Celebrity CEO® Model
The Celebrity CEO authored by Ramon Ray outlines the principles around Attention, Trust, and Sales.
Press releases hit all three.
They grab attention via news distribution, enhance trust by boosting credibility and visibility, and ultimately help lead to sales—because people buy from businesses they know, like, and trust.
When you use press releases regularly, you are building a drumbeat of visibility and credibility that primes your audience for action.
Stay tuned for the next part of our “Industry Voices” series, where we give you real-world examples of how to effectively use a press release. Ray even gives a step-by-step guide on writing one for a specific purpose.
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