How to Boost the Reach of Your Press Release
Announcing big news takes real investment — time, resources, and energy. But too often, the press release goes out, gets a short burst of coverage, and then the excitement fades away. The effort feels disproportionate to the outcome, leaving companies wondering if the juice was really worth the squeeze.
Unfortunately, most companies neglect so many valuable opportunities once a release goes out. At Kwedar & Co., we don’t buy into the misunderstanding that a press release has a short shelf life — our strategy is built on ensuring it can deliver far beyond week one.
Why Repurposing Belongs in PR, Not Just Marketing
Based on what I’ve witnessed as a fresh graduate at the beginning of my career, recycling content is one of the most overlooked and underrated tools in PR. In today’s fast-paced, often in-your-face marketing world, people simply need to hear the message more than once for it to actually land.
Press releases shouldn’t disappear after one round of distribution and a couple of follow-ups. When you integrate the same message across multiple platforms, you create consistency, expand your reach, and reinforce the story you want your audience to remember.
Give Your Press Release a Home
The best place for your press release to live once it has been distributed is on a blog or an online newsroom. Having your press releases easily accessible and on a user-friendly platform like your website will give your audience a reliable source of information and strengthen your online credibility, improve search visibility, and create an ongoing record of your company’s story.
After publishing your release on your website, don’t skip the next (often most important) step of optimizing it for SEO, AEO (Answer Engine Optimization), and GEO (Generative Engine Optimization), including:
Crafting SEO titles and Meta descriptions to improve click-through rates
Adding alt file names and text to images for accessibility and search visibility
Incorporating relevant keywords so your release continues to show up in searches long after the initial news cycle has passed
Injecting Schema markup to ensure that search engines can comprehend your content
These details are what separate a release that fades after a week from one that continues building awareness over time. (P.S. If this all feels unfamiliar and daunting to tackle, we can help you out! Guiding clients through this process is one of the ways our team helps take visibility for your brand to the next level.)
Multiply the Impact of Your Message
Now that your press release is (hopefully) live on your website, there are still plenty of ways to continue to expand on the content you already have in your back pocket. Here are a few simple but effective ways to get the most mileage out of a single release:
Turn strong quotes into LinkedIn thought-leadership posts
Feature the announcement in your next email newsletter
Highlight a client or team member in social content
Your Story Deserves More Than a Single Moment in the Spotlight
A well-crafted press release is more than a one-day announcement — it’s a building block for your brand’s story. When you treat it as a long-term asset, you can get the most out of the hard work and time that goes into creating a high-quality, effective press campaign and use it as a strategic tool to increase brand awareness. If you want to see what that looks like in action, explore the KCo newsroom or reach out to our team for a consultation.
And stay tuned: we’ll be sharing more soon on how to create structured content formats that AI search engines prefer — another way to extend the life and visibility of your message.
About The Author
Peyton Sides is KCo’s Digital Marketing & PR Assistant, known for producing fresh ideas, keeping projects on track, and jumping in wherever she’s needed. A graduate of Tarleton State University with a degree in Communication, she moved into her role full-time after a standout internship.
In her role, Peyton supports content development, public relations research, and marketing execution. She helps turn strategy into action — whether that means translating ideas into scroll-worthy posts, pitches into opportunities, or timelines into organized plans.