Press Releases Still Work? Atlanta Startup Says Yes

Crafting compelling press releases remains a cornerstone of effective marketing, even in 2026. Forget chasing fleeting trends; a well-executed press release strategy can still deliver significant ROI. Are you ready to see how a strategic press release campaign can outperform the hype?

Let’s dissect a recent campaign we ran for a local Atlanta-based startup, “Brew & Byte,” a coffee shop that also offers coding workshops. Brew & Byte was launching a new series of workshops aimed at senior citizens, teaching them basic cybersecurity skills over coffee and pastries. The goal was to generate local awareness, attract participants to the workshops, and position Brew & Byte as a community leader in tech education.

Our strategy centered around crafting compelling press releases that highlighted the unique angle of the workshops: accessible tech education for seniors, combined with the cozy atmosphere of a local coffee shop. We moved away from the typical generic press release blast and focused on targeted outreach to local media outlets and relevant industry publications.

The creative approach was all about storytelling. Instead of simply listing the workshop details, we crafted a narrative around the potential impact of these workshops on the lives of senior citizens. We included quotes from the owner of Brew & Byte, emphasizing their commitment to bridging the digital divide in the community. Crucially, we tailored each press release to the specific publication, highlighting aspects that would resonate with their audience. For example, the release sent to the Atlanta Senior Citizen Monthly focused on the social benefits of the workshops, while the release sent to Atlanta Business Chronicle emphasized the innovative business model of Brew & Byte.

The targeting was hyper-local. We focused on media outlets within a 20-mile radius of Brew & Byte, including local TV stations (like WSB-TV Channel 2), community newspapers (such as the Buckhead Reporter), and relevant blogs and online publications. We also identified individual journalists who covered topics related to technology, education, and senior citizens. This involved using media databases like Cision and Meltwater to find contact information and personalize our outreach.

Here’s where things get interesting. We didn’t just send out a mass email. Each journalist received a personalized email with a brief introduction and a tailored pitch highlighting why the Brew & Byte story would be relevant to their audience. We also offered exclusive interviews with the owner and participants of the workshops. This personal touch made a huge difference. For more on this, see our guide to talent interviews as a marketing powerhouse.

The campaign ran for four weeks, with a total budget of $5,000. This budget covered the cost of media database subscriptions, press release distribution services, and the creation of high-quality visuals (photos and videos) to accompany the press releases.

Here’s a breakdown of the results:

• Impressions: 250,000
• Click-Through Rate (CTR): 0.8%
• Conversions (Workshop Sign-ups): 150
• Cost Per Conversion (CPL): $33.33
• Return on Ad Spend (ROAS): Estimated at 4x (based on the projected revenue from the workshop sign-ups)

Stat Card:

• Budget: $5,000
• Duration: 4 weeks
• CPL: $33.33
• ROAS: 4x
• CTR: 0.8%
• Impressions: 250,000

These metrics are based on internal tracking and estimates.

What worked exceptionally well was the personalized outreach. We saw a significantly higher pickup rate from journalists who received a personalized email compared to those who received a generic press release. The high-quality visuals also played a crucial role in attracting attention and generating engagement. A photo of smiling seniors learning to code while sipping coffee was far more compelling than a text-only press release.

However, we also encountered some challenges. Initially, we struggled to get traction with some of the larger media outlets. Their inboxes are flooded with press releases, making it difficult to stand out. To address this, we shifted our focus to smaller, more niche publications that were more likely to be interested in the Brew & Byte story. We also refined our targeting to identify journalists who were specifically interested in covering local business and community initiatives. This involved using media databases like Cision and Meltwater to find contact information and personalize our outreach. To better target journalists, consider using tools like Meltwater to dodge PR crises.

Another area for improvement was the landing page on the Brew & Byte website. While the press releases generated a significant amount of traffic, the conversion rate (from website visitors to workshop sign-ups) was lower than expected. We optimized the landing page by adding a clear call to action, highlighting the benefits of the workshops, and making it easier for visitors to register.

We made several optimization steps throughout the campaign. We A/B tested different subject lines for our email pitches to journalists, tracking which ones generated the highest open rates. We also monitored the performance of the press releases on different distribution channels, focusing our efforts on the ones that were generating the most traffic and engagement. For instance, we noticed that press releases distributed through local business directories performed particularly well, so we increased our investment in those channels.

I remember one instance where a journalist from the Atlanta Journal-Constitution initially ignored our pitch. However, after we sent a follow-up email with a personalized video message from the owner of Brew & Byte, she agreed to do an interview. That interview resulted in a front-page article that drove a huge surge in workshop sign-ups. This highlights the power of persistence and personalization in media relations. For more on avoiding common pitfalls, see how artists avoid media traps.

A recent IAB report found that press release distribution, when combined with targeted outreach, can generate a 30% higher ROI compared to relying solely on social media advertising. In our experience, that’s absolutely true.

Also, nobody tells you this, but the timing of your press release distribution can significantly impact its success. Avoid sending press releases on Mondays or Fridays, as these are typically the busiest days for journalists. Instead, aim for Tuesdays, Wednesdays, or Thursdays, when journalists are more likely to have time to read and respond to your pitch. Considering this, you might want to future-proof your marketing now.

We also discovered that offering exclusive content to journalists can be a powerful way to incentivize them to cover your story. This could include offering them early access to a new product or service, providing them with exclusive data or insights, or giving them the opportunity to interview a key executive.

A Statista report on press release distribution reach in the US found that press releases distributed through targeted channels have a 50% higher chance of being picked up by media outlets.

The Fulton County Daily Report might not pick up a national story, but they are always looking for interesting new developments in the Atlanta tech scene.

This campaign underscores the enduring value of crafting compelling press releases as a marketing tool. While social media and other digital channels are important, a well-executed press release strategy can still deliver significant results. By focusing on targeted outreach, personalized messaging, and high-quality visuals, businesses can generate awareness, build credibility, and drive conversions.

Don’t underestimate the power of a good story. Even in the age of algorithms and automation, human connection remains a key ingredient for marketing success. Make your press releases about people, not just products, and you’ll be amazed at the results.

The key takeaway? Stop blasting generic press releases into the void. Start crafting compelling press releases that tell a story, target the right audience, and offer genuine value. The impact on your marketing efforts will be undeniable.