My Thoughts on Press Release for Spreading the Word

As a co-founder of the Global School of Chess, I spend a lot of time thinking about strategy—not just on the chessboard but in how we grow our business, connect with our audience, and stay relevant in an ever-changing world. Over the years, one tool has consistently surprised me with its effectiveness and versatility: the press release.

Now, before you roll your eyes and think, “Press releases? Isn’t that just corporate fluff from the 90s?” hear me out. Like many of you, I used to think of press releases as outdated. After all, we’re living in the age of TikTok trends, influencer marketing, and viral tweets. But as I’ve learned, press releases aren’t just still relevant—they’re a tactical asset that can deliver results when used thoughtfully.

Let me walk you through my perspective on why press releases matter, how they fit into today’s business toolkit, and how we’ve used them at the Global School of Chess to punch above our weight in a crowded market. All of my thoughts hereinbelow are based on a series of press releases we did in celebration of chess as a tool to boost inclusivity.

Press Releases: A Tool for Building Credibility

One of the biggest challenges any business faces is establishing trust. Especially for a niche organization like ours, trust isn’t just important—it’s everything. Although, chess helps kids like no other sports, but if parents are going to enroll their kids in our chess programs or adult learners are going to invest time and money in our courses, they need to feel confident that we’re legitimate.

This is where press releases come in. Unlike an Instagram post or a paid ad, a press release feels official. It’s not just you talking about how great your product is; it’s a structured announcement sent through credible channels and often picked up by trusted media outlets.

I can’t tell you how many times I’ve heard from customers who said, “I saw your article on XYZ website.” They’re not referring to an ad—we’re not a company that buys a lot of flashy marketing space. They’re talking about a press release that got picked up, often with no additional effort on our part. That kind of exposure makes a huge difference, especially for businesses trying to stand out in a noisy digital landscape.

Press Releases and SEO: A Match Made in Heaven

Let’s get a bit tactical here because I think this is where the modern-day press release really shines. If you’re running a business in 2025, chances are you’re paying attention to SEO (search engine optimization). You know that ranking high on Google can mean the difference between being flooded with inquiries and hearing crickets.

A well-written, keyword-optimized press release can be an SEO powerhouse. When you issue a press release, it gets distributed across multiple platforms, often with backlinks to your website. Those backlinks? Gold. They tell search engines that your site is authoritative, which can help boost your rankings.

For example, when we launched our partnership with a major international chess federation, we issued a press release that included key phrases like “global chess education,” “learn chess online,” and “interactive chess classes.” Within weeks, we noticed a spike in organic traffic to our website—not just from people who saw the release but also from better visibility on search engines.

Reaching Beyond Your Usual Audience

Let’s talk about reach. If you’re relying solely on social media to spread the word about your business, you’re only speaking to the people who already follow you (or the subset that the algorithm decides to show your content to). A press release, on the other hand, gets you in front of people who may have never heard of you before.

Here’s a real-world example: earlier this year, we launched a new initiative aimed at teaching chess to underserved communities. We issued a press release to announce the program, and it got picked up by a couple of national outlets. The result? Not only did we receive inquiries from parents and students across the country, but we also caught the attention of potential sponsors and partners who wanted to help us expand the program.

This kind of reach is hard to replicate through other means, especially for a business like ours that doesn’t have a massive marketing budget and that's trying to promote a good cause, for example taking chess classes or participating in chess clubs.

How to Use Press Releases Effectively

Now, I’m not saying press releases are a magic bullet. Like any tool, they’re only as effective as the strategy behind them. Here’s what I’ve learned about using press releases tactically:

1. Pick the Right Moments

Not every piece of news deserves a press release. Focus on announcements that are genuinely newsworthy—things like product launches, major partnerships, or significant milestones. If you overuse press releases, you risk diluting their impact.

2. Write for Your Audience

While the primary audience for a press release is journalists, in 2025, many press releases are read directly by the public. This means your writing needs to be clear, engaging, and free of jargon. Use quotes to add a personal touch and tell a story that resonates.

3. Distribute Wisely

There are countless ways to distribute a press release these days, from wire services like PR Newswire to self-publishing on platforms like LinkedIn. Choose your channels based on your goals. If you’re targeting a niche audience, consider reaching out to specific publications that cater to that group.

4. Follow Up

A press release isn’t a set-it-and-forget-it tool. If you’re hoping to get media coverage, follow up with journalists who might be interested in your story. Build relationships with reporters in your industry—they’re more likely to cover your news if they know and trust you.

The Challenges of Press Releases

Of course, press releases aren’t without their challenges. One of the biggest is standing out in a sea of noise. Journalists receive hundreds of press releases every day, so yours needs to be compelling to grab their attention.

Another challenge is measuring success. Unlike a digital ad campaign where you can track clicks and conversions down to the penny, the impact of a press release can be harder to quantify. That’s why it’s important to set clear goals—whether it’s driving traffic, generating leads, or building brand awareness—and use tools to track metrics like website visits, media coverage, and social shares.

Final Thoughts: Why Press Releases Still Matter

If I’ve learned one thing from running the Global School of Chess, it’s that strategy is everything. Whether you’re playing a game of chess or navigating the business world, every move matters—and press releases are a move that more businesses should consider.

They’re not flashy or trendy, but they’re reliable, credible, and surprisingly versatile. They help you tell your story in a way that resonates, amplifies your reach, and builds trust with your audience. And in a world where attention spans are short and skepticism is high, that’s no small feat.

So, to my fellow entrepreneurs: don’t underestimate the humble press release. Like the pawn on a chessboard, it might seem small, but with the right strategy, it can play a game-changing role in your success.