WEBVTT

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Do press releases still work?

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They get picked up,

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but mostly by the same sites every time.

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Here's what six campaigns showed.

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We followed six wire releases
for two life-science companies.

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1,159 pickups, but only
307 distinct websites.

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The first release reached 174 sites.

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The next four added just 18.

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And a pickup is a copy, not a reader.

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Three quarters of the recorded
traffic actions were crawlers.

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So where do AI answers go when
buyers ask about a brand?

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In one company's sweep,

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nearly every AI citation
pointed to its own website.

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So treat the release as distribution,

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and your site as the destination.

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One: set one objective per release.

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Two: link to three pages you own.

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Three: check what AI actually cites.

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The release travels.

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Your site has to answer.