How to use Press Releases to Generate Buzz

Businesses we work with at PTC Computer Solutions and PTC Communications often ask us How to use Press Releases to Generate Buzz.  The question is How do Press Releases “Filter Up” From Searches on Search Engines To become Blogs, Traditional Media and Social Networking posts.

About PTC Computer Solutions
Since 1996, PTC Computer Solutions and its subsidiary, PTC Communications, have evolved from being one of the first companies in Jacksonville, Florida to provide Web Services to including email marketing services and being the one of the only Complete CRM in the Jacksonville area. In recent years, PTC Computer Solutions has teamed up with REDdot Marketing Services, the widely used targeted marketing solutions company in northeast Florida. To share the good news, they distributed a series of press releases via some of the PR Solutions options so it would get found in search engines.

Although bloggers and reporters are increasingly on the lookout for good stories, there are still challenges to getting their attention.  What gets a reporter’s attention? Most reporters would agree that they are looking for stories about raising money, growth and other numbers, partnerships and integrations, new features and other improvements.

The steps to getting the word out are important.  First, announce the news on PR Sites. Second, syndicate the news across the distribution channels so as to gain traction faster. Finally, Google indexes the press release and includes the story in Google News.  This news then appears in the “In the news” section of its search results.

Google Algorithm Change

A Google spokeswoman told Reuters it had “widened the number of sources from which it drew the entries that appear in the ‘in the news’ section of its search results page.”  The change in Google’s search algorithm was a boon for press releases.

“The goal of search is to get users the right answer at any one time as quickly as possible — that may mean returning an article from an established publisher or from a smaller niche publisher or indeed it might be a press release,” the Google spokeswoman said.

What does this mean for you?

Because Google allows company statements to appear in the “In the news” section of its search results page, you have an opportunity to attract and retain customers.  You see, appearing in the “In the news” section is free publicity for a brand because Google doesn’t take payment for including press releases or other promotional items within it’s “news” section.  What’s more, it can lend an air of credibility to your story while driving trusted awareness to your product or service.

As you might imagine, it can generate more media coverage for your business.  Press stories often ‘Filter Up’, meaning major news outlets are often looking to major blogs for story ideas, which are in turn are looking at smaller blogs and forums.  And here’s an added feature: many bloggers and reporters create Google Alerts to help them monitor Google News for stories related to their niche/beat.

That’s how stories from press releases can filter up the chain–from a blog to a local news network to the the major newspapers to tweets and shares.  You should draw as much attention to your story as you can. Share it on social networks like Facebook, Twitter and LinkedIn to drive awareness.


People spend an average of 1 hour and 47 mins on Google every month looking for an answer to a question. With “In the News” press releases are a powerful tool that you can leverage to share helpful, valuable, and compelling stories that attract attention and drive trusted awareness to your product or service.

Press releases are distributed via PR Sources to many outlets including syndication to 100+ Local Media Websites, many of which are network affiliates of: ABC, CBS, FOX, NBC and The CW, 50 Online Media and Financial Outlets, Digital Journal and more.

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