Write Press Releases That Generate Real Media

Why It Matters

For companies seeking measurable outcomes from PR, focusing on story-driven releases and building credible local or trade coverage can produce outsized business results—especially now that AI and search prioritize trusted journalistic sources over SEO-style syndication. Investing in strategy and earned media, not mass replication, is more likely to generate leads, partnerships, and large contracts.

Summary

Mickey Kennedy, founder of E-Releases, argues that press releases remain an underused, high-impact tool for small businesses if crafted for earned media rather than cheap syndication. He says roughly 97% of releases distributed through wires never generate real coverage; the winners share narrative patterns—clear story arcs, surprises, and proprietary data such as industry surveys. With AI increasingly prioritizing credible, journalist-written sources, targeted earned coverage in trade and national outlets can translate directly into major contracts and revenue, as demonstrated by client case studies. E-Releases positions itself as a lower-cost national distribution option focused on helping small firms win that 3% of meaningful pickups.

Original Description

Most press releases never earn real coverage—but a small percentage consistently attract journalists and drive meaningful exposure. In this episode, John Jantsch talks with Mickie Kennedy about how small businesses can write press releases that generate real media coverage by focusing on story angles, contrarian insights, and strategic earned media opportunities. They explore how to use AI to structure stronger press releases, avoid syndication traps, and create newsworthy narratives journalists actually want. If you want a practical press release strategy for small business marketing that leads to visibility and credibility, this conversation shows you how to do it right.

Today we discussed:

00:00:00 Introduction

00:00:47 AI Press Releases and Earned Media

00:04:09 Pandemic PR Success Story

00:08:00 Enemy Narratives in PR

00:11:59 Smart Newswire Strategy

00:14:48 01 - AI‐Assisted Press Release Strategy

00:20:09 Free PR Masterclass and Resources

➡️ CONNECT with me on your fav platforms:

🗣️ LinkedIn: https://www.linkedin.com/in/ducttapemarketing/

📧 Join my mailing list: https://dtm.world/ytnews

🥰 GET MY BEST ADVICE for Business Owners or Marketers: https://dtm.world/growth

🎙️ Follow the DTM podcast: https://ducttapemarketing.com/about/duct-tape-marketing-podcast/

👍Give this episode a thumbs up if you like it!

#smallbusiness