Redfly Online Marketing, Dublin, Ireland

How Too Many Press Releases Can Damage Your Credibility

As an online PR consultant, there are a few questions I repeatedly get from webmasters and online entrepreneurs. One of those common questions is how many press releases a company should send (weekly, monthly, more?). I always give the same answer: Send a press release whenever you have something newsworthy to say.

Because press releases are increasingly being used for their SEO benefits, many business owners assume that more is better, or that they should be on some kind of set press release distribution schedule. That’s generally not the case.

Sending too many press releases can actually damage your company (or site) reputation and credibility. Here’s why:

That’s not to say that a schedule won’t ever work; only that you shouldn’t send out a weekly press release just for the sake of doing it. In some cases it does work. Here are a few examples of cases where regular press releases may not have such a detrimental effect:

The key is to know your audience. Know what they’ll care about, and try to issue press releases that will appeal to them – remember, you want them to help spread the word. The trick isn’t to send a lot of press releases for results… it’s to actually make yourself newsworthy. As long as you do that your press release distribution schedule won’t become an issue.

If you find yourself almost never having something newsworthy to say, start putting some thought into things you can introduce to fix that (get involved with a charity, run contests, participate in important events, etc.). Every company (or website, organization, or individual) has the capability of becoming newsworthy. Don’t let your chances pass you by.