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Why the Press Release Still Matters in B2B Marketing
Press releases aren’t dead. They’re one of the most valuable tools for sales, marketing, and credibility when done right.
Benjamin Ard
August 19, 2025
I don’t want people to get caught up on press coverage. I want them to be focused on what could help close a deal.
Hey Content Fans!
This week I had the chance to sit down with Dan Ring, a seasoned B2B communications leader who’s been in the trenches of PR, analyst relations, and integrated comms for years.
We dedicated this episode to a topic that often gets dismissed as “old school”: the press release. Or as Dan prefers to call it, the announcement.
I’ll be honest, it’s been a while since I sent one myself, so it was refreshing to hear Dan’s perspective. He made a strong case for why announcements are still a powerful tool — not just for media, but for prospects, customers, and partners who see them as formal, credible, and sales-ready assets.
I’m excited for you to check this episode out,
Ben Ard
Host of the Content Amplified podcast
3 Main Takeaways
1. Press releases aren’t just for the press.
Think of them as announcements that serve multiple audiences — customers, prospects, partners, and yes, sometimes journalists. The key is to treat them as official, credible assets that sales and marketing teams can use to drive real conversations.
2. Timing and alignment matter more than the wire.
Don’t hold onto announcements like they’re state secrets. Share early with internal teams, align them with sales campaigns, and make sure the news supports what’s happening in the field. That alignment is what makes announcements revenue-driving.
3. The writing formula still works, with a twist.
Concise headlines, compelling first paragraphs, bullet points for clarity, and — most importantly — third-party validation. A customer quote, partner testimonial, or analyst mention will give your announcement more weight and credibility than any executive soundbite.
Actionable Steps
Rebrand your mindset: Stop thinking of them as “press releases” and start treating them as “announcements” that serve multiple stakeholders.
Build an announcement pipeline: Work with sales and marketing to time announcements with campaigns, product launches, or regional pushes.
Add credibility: Always push for a third-party quote (customer, partner, or analyst) to strengthen the story.
Make it sales-ready: Equip your sales team with the release and guidance on how to use it in conversations with prospects.
About our Guest: Dan Ring
 | Dan Ring is a veteran B2B communications strategist with deep experience in public relations, analyst relations, and integrated marketing. Having led comms efforts both agency-side and in-house at global companies, Dan specializes in turning announcements into revenue-generating assets. He’s known for helping sales and marketing teams align around credible, timely, and impactful communications strategies. |