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:
- You’re very likely targeting a similar, if not the same, audience with each press release you send.
- Sending multiple newsworthy press releases over time can help to keep your company’s name fresh in their minds.
- Sending too many press releases just for the sake of sending them (as opposed to disseminating real news) will also keep your company’s name fresh in their minds… just probably not the way you’re hoping for.
- If you put enough garbage in front of people, you’ll end up with a sort of “boy who cried wolf” syndrome when you have real news. Members of your target audience will now recognize your name, and immediately attach it to images of “fluff” instead of news, and you won’t get the coverage you otherwise might have. You’ll put yourself on the fast track to being ignored.
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