Press Releases That Print Profit!

December 05, 2025•4 min read

The episode features R. Kenner French interviewing Mickie Kennedy, founder of eReleases, about why press releases are one of the most underrated, high-ROI tools for entrepreneurs. Mickie shares how he started in 1998 by shifting from faxing press releases to emailing them when journalists began asking for email delivery. Over time, PR Newswire noticed eReleases’ focus on small businesses, startups, authors, and speakers—people traditional PR sales teams ignored because of their smaller budgets. This led to a partnership that allows Mickie’s clients to access national distribution over PR Newswire at a fraction of the usual $1,700+ cost.

Mickie then contrasts paid advertising with PR. While ads on Google, Facebook, and similar platforms are scalable, they’re also very expensive and transactional. In contrast, a small business can run a campaign of six to eight press releases over one to two years for under $5,000 and potentially get a single hit that massively “moves the needle.” He shares examples like a waste management company that landed a $40 million contract after a trade publication article, and the Dining Bond Initiative during the pandemic, which generated over $10 million in support for restaurants and well over a hundred media pickups. These stories illustrate how one strong, newsworthy idea can outperform years of paid ads.

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A major theme is that not all press releases are created equal. Mickie emphasizes that only about 3% of releases generate real “earned media” (unique articles written by journalists). The mistake many people make is using AI not just to write their press release, but to decide what the release should be about—leading to generic, unnewsworthy topics. Instead, Mickie urges entrepreneurs to think like journalists: focus on what is truly newsworthy, look for contrarian angles, and build stories rather than feature lists. Adding a compelling use case, meaningful data points, and strong quotes can turn a dry announcement into a story journalists want to tell.

Mickie also explains how PR supports SEO and long-term brand positioning. Even when links are “nofollow,” Google can infer authority when respected outlets mention a company, and clients often see their search rankings spike after major coverage. Beyond rankings, customers who discover a business through an article tend to be higher quality and more loyal, because a journalist’s coverage acts as a trust signal rather than a sales pitch. Reusing that coverage—on websites, social media, newsletters, and sales funnels—can boost conversions and even reduce churn because existing customers feel reassured they’re with a credible, forward-moving company.

Finally, Mickie talks about becoming a thought leader through consistent PR and smart media relationships. He recommends local “DIY” pitching to a small list of relevant journalists, sending short idea-based emails with powerful quotes and being patient; sometimes, after a year of silence, journalists circle back asking for expert commentary. He highlights Clutch.co as a standout case study: by running frequent, well-designed industry surveys and issuing press releases around them, they earned coverage across many verticals, built massive authority, and eventually became the go-to expert that media outlets proactively contact. The big takeaway: entrepreneurs who treat PR as a strategic, story-driven, long-term channel—not a one-off tactic—can unlock outsized visibility, credibility, and business value compared to relying on paid ads alone.

Takeaways

• Press releases are a cost-effective way to gain media exposure.

• The ROI on press releases can be significantly high.

• Crafting a compelling story is crucial for effective press releases.

• Journalists prefer unique stories over generic press releases.

• SEO benefits from media coverage can be substantial.

• Regular press releases can position a business as a thought leader.

• Using data and case studies can enhance press release effectiveness.

• Building relationships with local journalists can lead to more coverage.

• Press releases should focus on newsworthy events and milestones.

• AI can assist in writing, but human insight is essential for impactful content.

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