The 28-Day Discipline That Keeps Brands Findable

News Marketing is the practice of publishing one clear, well-structured release every 28 days and letting that rhythm build a permanent, searchable footprint your buyers can find.

Get Your Free Copy

Newsworthy Blog

Tips, insights, and strategies from the Newsworthy team to help you get the most out of your press releases.

Featured

AI Training vs. AI Grounding: Why Content Marketers Should Know the Difference

There's a common misconception about AI and content: If an AI system crawls or sees your content, it is learning from it. Not necessarily. Understanding the difference between AI training and AI grounding helps explain why publishing useful, authoritative content may be becoming more important in the age of AI.

Mark M. Willaman

Why Press Releases Matter More in the Age of AI

For years, companies have treated press releases primarily as a way to get media coverage. That is becoming an outdated way to think about them. AI is changing how people discover businesses, products, expertise, and information. Instead of searching Google and clicking through a list of websites, people increasingly ask ChatGPT, Gemini, Perplexity, Google AI Overviews, and other AI-powered systems a question and receive a synthesized answer. That creates a new challenge for every company. When someone asks a question related to your business, can AI find you? Understanding why press releases can help starts with understanding something surprisingly simple about how AI finds current information.

Mark M. Willaman

The $600 mistake that started news marketing

The $600 Mistake That Changed PR Forever

The $600 Lesson. In 1997, I had a $600 epiphany. I was running a small business, wanted press coverage, and did what everyone said to do: I wrote a press release and paid a traditional newswire $600 to distribute it. The release went out. I watched it scroll across PointCast, the hot push-media platform of the moment. Then it disappeared. Just a fleeting line of text on a screen that almost nobody was watching.

David McInnis

Every Podcast Episode Is a PR Opportunity

Most podcast episodes are promoted for a few days after they are published and then gradually fade into an archive. But every episode contains something more valuable than just audio. It contains ideas, insights, expert opinions, and conversations that deserve to be discovered long after listeners press play. That's where many podcasters are missing an opportunity.

Mark M. Willaman

Beyond Earned Media: Why News Marketing Is Becoming a Core Marketing Strategy in the AI Era

For decades, PR asked the wrong question. Most companies judged a press release by one metric: "Did it generate media coverage?" That's still an important question. But it is no longer the only question. Today, a better question is: "Did it make our company easier to find, easier to trust, and easier for AI to understand?" That shift changes everything.

Mark M. Willaman

Press Release Distribution Is Dead. Retrievability Is Everything.

For most of my career, the PR industry measured success one way: distribution. How many newsrooms received your release? How many outlets carried it? How many impressions did it generate? We built entire reports around those numbers, and they looked fantastic in a slide deck. A release that generated "2 million impressions" and "450 media pickups" felt like a win. But if you followed those numbers downstream to revenue, customer acquisition, or business outcomes, the correlation was often weak. Distribution measured exposure. It didn't necessarily measure influence. That model is broken. AI didn't crack it. It shattered it.

David McInnis

News Marketing: The 28-Day Discipline That Keeps Brands Findable

The Press Release Isn't Dead. It Just Became One of the Most Important Documents on the Web.

I've been in the press release business since 1997. I built PRWeb because I believed press releases should be searchable, public, and directly accessible to anyone. Since then I've watched the industry shift from fax machines to email blasts, from newswires to search engines, from SEO to social media. Every one of those shifts felt enormous at the time.

David McInnis

AI Prices are going to rise - a lot. What it means for newswires.

AI Prices Are Going to Rise. A Lot. Here’s What That Means for the Press Release Industry

AI prices are going to rise. Significantly. Not a little. Not gradually. Structurally. And if OpenAI moves toward a public market path, the pressure to show real margins only accelerates that reality. The era of subsidized usage doesn’t last forever. At some point, the economics have to work. They’re starting to and this matters everywhere AI is used. But it matters a lot in one specific category that hasn’t caught up yet. Press release newswire and distribution platforms.

Mark M. Willaman

MarketWatch Just Killed Press Releases. Good.

For years, companies were told that getting their press release on MarketWatch meant something. It didn’t. It meant you paid a newswire, and your content got dumped into a high-authority domain alongside thousands of other releases nobody read. Now it’s over.

Mark M. Willaman

Press Releases Are Not Dead. You’re Measuring Them Wrong.

You’ve probably heard that more than once. And if you evaluate them using the same metrics we used a decade ago, it’s easy to see why people believe it. Media pickup is inconsistent. Backlinks don’t move the needle like they used to. “Impressions” and “reach” feel inflated and disconnected from real outcomes. But here’s the truth: Press releases aren’t dead. They’re being measured against the wrong standard.

Mark M. Willaman

How One Press Release Sparked Visibility for a Small-Town Relief Campaign

When devastating floods hit Comfort, Texas, the Comfort Area Foundation launched a flood relief fund but faced the challenge of gaining visibility for a brand-new donation site. By leveraging the combined power of Newsworthy.ai, NewsRamp.com, and Burstable.News™, the campaign quickly achieved top search rankings, AI snippet inclusion, and a surge in traffic—demonstrating how modern press release news marketing strategies can drive real-world impact.

Mark M. Willaman

Everything You Need to Know About Newsworthy.ai, Distribution, and SEO

Traditional press release tactics like mass syndication and backlink chasing are now liabilities in the modern SEO landscape. Today, visibility comes from credible, high-quality content shared through targeted, context-rich distribution that aligns with how search engines and AI evaluate authority.

David McInnis

How NewsRamp PR Newswire Technology Engineers Discoverability

Discoverability Matters More Than SEO, Backlinks, or Impressions in Press Release Distribution

For years, press release distribution has been measured by outdated, vanity-driven metrics: reach, impressions, backlinks, and media placements. But do these numbers tell you if anyone is seeing, reading, or engaging with your news? Not really. If you’re still relying on traditional newswires, your press release is probably being buried—or completely missed. Why? Because how people discover content has fundamentally changed.

Mark M. Willaman

How AI Can Help Save Journalism

AI is not the cause of journalism’s decline but a potential solution. By automating tasks, enhancing distribution, and enabling innovative storytelling, AI empowers independent journalists and revives local news. Tools like AI-driven transcription and multilingual content adaptation bridge resource gaps, ensuring broader access to quality reporting. Used responsibly, AI can revitalize journalism, reconnecting communities with critical news and supporting independent voices.

Mark M. Willaman

Rand Fishkin discusses how we measure marketing has to change.

Measuring Press Release Success: Why Website Traffic and Placements Aren’t Enough

In a digital landscape where user behavior has fundamentally shifted, traditional metrics like website traffic and press release placements no longer tell the full story. Inspired by Rand Fishkin’s insights, this post explores why these vanity metrics fail to measure real impact—and what to focus on instead. From declining search traffic to duplicate content penalties and the rise of zero-click content, the rules have changed. Discover why impressions, views, and engagement are the new gold standards for press release success, and how adaptive strategies like NewsRamp.com are leading the way by delivering content in formats that resonate across platforms. It’s time to stop chasing vanity metrics and start creating meaningful connections.

Mark M. Willaman

Left and Right Brains of Marketing and PR - Different Perspectives on Press Releases

The PR vs Marketing Mindset: Two Perspectives on Press Releases. And Why Collaboration is Key.

In my journey alongside my business partner, David McInnis, we've navigated the dynamic worlds of PR and marketing, overseeing thousands of press releases. Through this experience, we've identified some intriguing differences in how these two departments approach press releases.

Mark M. Willaman

NewsRamp Amplifies Newsworthy press releases

The Press Release Comeback? Adapting to AI and Changes in SEO, Search Algorithms and Evolving Media Habits

In response to evolving SEO algorithms, shifting media consumption habits, and the rise of AI-generated content, press releases need to adapt by diversifying formats and leveraging new distribution channels. By transforming press releases into engaging, multi-platform content and focusing on targeted delivery, marketers can restore the value of press releases as powerful tools for content amplification and visibility.

Mark M. Willaman

Engagement, Not Clicks is What Matters for Your Content

In the evolving landscape of content marketing, the emphasis is shifting from generating clicks to fostering genuine engagement. This blog post explores three key trends driving this change. It also offers practical strategies for adapting your content marketing to thrive in this new environment, ensuring that your efforts lead to deeper connections and sustained visibility.

Mark M. Willaman

A hand reaching for nothing. The elusiveness of the reach metric.

Rethinking Press Release Metrics: Beyond the Illusion of "Reach"

This article challenges the conventional measurement of press release effectiveness, emphasizing engagement over reach. It explores the true value of press releases as a direct-to-buyer marketing tactic and advocates for a shift toward news marketing and engagement metrics.

Mark M. Willaman

AI in Writing and Journalism: An Ally, Not a Foe

Exploring the symbiotic relationship between AI and the realms of writing and journalism reveals a landscape of innovation and collaboration. Despite concerns about job displacement and misinformation, AI emerges as a powerful ally rather than a foe. By understanding its limitations, harnessing its capabilities for collaboration, content generation, and enhancing creativity, writers and journalists can unlock new horizons of productivity and storytelling. Far from threatening the essence of these professions, AI amplifies their potential, ushering in a new era of efficiency and creativity.

Mark M. Willaman

Making Your Press Release Evergreen: Seven Strategies for Lasting Impact

Creating an evergreen press release transcends time; it's about embedding your message in timeless values and universal themes that resonate well beyond its publication date. This strategic approach ensures your news remains fresh and relevant, offering sustained visibility in an ever-changing digital landscape.

David McInnis

Navigating the Shift: Legacy Media Layoffs, the Rise of Alternative Media and Opportunities for SMB Media Coverage

The U.S. media landscape is experiencing significant upheaval, with legacy media facing financial challenges and workforce reductions. Despite this turmoil within mainstream media, there's a burgeoning growth in alternative or independent media platforms. This article delves into the decline of traditional media, the growth of alternative media, and opportunities for small and medium-sized businesses (SMBs) seeking media coverage.

Mark M. Willaman

The Two-Pronged Marketing Approach in the Web3 Era: Category Expansion and Brand Differentiation

Sometimes marketers must run two parallel marketing campaigns. One that grows the product category and a separate promotional campaign that captures market share in the product category.

Mark M. Willaman

The Benefits of Including Your Google Business Profile in Press Releases

Adding your Google Business Profile map to press releases adds an interactive and visual element to the release, paving the way for improved audience engagement.

Mark M. Willaman

Uncovering the Hidden Power of B2B Influence: Why Size Doesn't Matter

Let's do the math. You may have a lot more influence than you ever imagined.

David McInnis

Anatomy of an Online Press Release

“PR is no longer just about media outreach. You now have the opportunity to drive a message directly to your customer. Everything you write should be focused on meeting the needs of your customer. Don’t worry so much about writing for the media. A good journalist will be able to pick up and follow these threads.” —David McInnis, founder of Newsworthy.ai (and PRWeb) in his article, Write the Perfect Press Release.

Mark M. Willaman

Overcoming Key Press Release Challenges: Effective Strategies for Companies

Let’s dive into the world of press releases and newswires, exploring the challenges companies often face. For starters, writing an effective press release can be quite a daunting task. The cost of distributing these press releases over newswires can be quite steep. There’s no guarantee of coverage, leaving companies with limited exposure. And to top it off, it’s difficult to determine how many people actually read the release, or if the release drives significant traffic to a company’s website.

Mark M. Willaman

You’ve Distributed A Press Release. What’s Else Can You Do To Promote It?

You spent hours (minutes if you used Newsworthy's AI tools) writing your press release and getting approvals from company stakeholders. The press release is very good and you can’t wait to share your news with the world. So you distribute the release over a newswire, like Newsworthy.ai, where it gets distributed to hundreds of websites, shows up on Google News, etc., etc. What else can you do to promote the news within your industry?

Mark M. Willaman

Is Becoming a B2B Influencer Worth it?

Influencer marketing works, which explains its exploding growth, growing to 16.4 billion in 2022. Businesses are making $5.2 ROI for every $1 spent on influencer marketing. There has been a 465% increase in searches for the phrase "influencer marketing" on Google alone since 2016 (1).

Mark M. Willaman

Write the Perfect Press Release

The value of press release distribution has shifted from a media outreach tool to a direct-to-consumer communication strategy. PR should be focused on meeting the needs of the customer, not just writing for the media. Writing to personas is the best way to get engagement. You can group personas into 4 macro personas: Methodical, Competitive, Spontaneous, and Humanistic. You can reach each persona by answering one question, specific to the target persona.

David McInnis

Was This Press Release Written by AI?

AI is well-suited for creating press releases because there is less risk of bias, as press releases mostly contain undisputed factual information about events or other company announcements. Additionally, there's less risk of the content being identified as AI-generated, which can be problematic in contexts like academic essays or SEO-sensitive content for companies, where plagiarism or spam-like content are issues.

Mark M. Willaman