Press release marketing has changed dramatically in the last few years, and in 2026, it plays a bigger role in visibility and credibility than most businesses realize.

Many organizations invest heavily in ads, blog publishing, and social posting, yet still feel invisible outside their existing audience. Their announcements don’t reach the outlets that shape perception. Their name doesn’t appear in the places prospects trust when they research. And increasingly, their brand is missing from the sources that AI tools use when deciding which companies to recommend.

That gap is exactly what SmartPress by SmartFinds Marketing was built to solve. In a recent MITechTV segment, Melih Oztalay explained why press release marketing is no longer a “nice-to-have” PR tactic. For many organizations, especially in B2B, it has become a strategic way to earn trusted visibility, establish legitimacy, and build authority signals that compound over time.

Today’s MITechTV show, hosted by Mike Brennan and Matt Rousch, featuring guest Melih Oztalay, CEO of SmartFinds Marketing.

During the segment, the conversation focused on how press release marketing has changed dramatically in the last few years and why, in 2026, it plays a much larger role in visibility, credibility, and trust than most businesses realize.

 

Why Press Release Marketing Matters Again in 2026

For years, many leaders treated press releases as something you do only when you have “big news.” A product launch. A funding announcement. A major partnership. In reality, the digital marketplace has shifted so dramatically that the role of a press release has expanded far beyond announcements.

In the post-pandemic era, the internet became louder, not clearer. More organizations moved in-house. More content flooded every channel. More “good enough” marketing became the default. As a result, trust became scarcer. Visibility became harder to earn. And credibility became the real differentiator.

That is why press release marketing has resurfaced as a practical strategy. It helps a business show up in places beyond its website, social feeds, and paid placements. It creates third-party validation that many buyers still rely on when making decisions—especially in long sales cycles where risk reduction matters as much as features.

This is especially true for B2B press release marketing. In business-to-business markets, credibility is not optional. Decision-makers want signals that the company is legitimate, established, and recognized beyond its own self-published claims. A press release distributed through trusted networks can provide exactly that kind of validation.

The AI Marketing Angle: Credibility Signals Now Shape Recommendations

One of the most important updates to press release marketing in 2026 is that credibility is no longer just a human concern. It is an AI concern too.

Modern AI tools do more than summarize content. They increasingly guide discovery. They answer questions like “Who are the best providers in this category?” and “What companies should I consider?” Those answers often depend on trust signals and notable third-party sources.

In the MITechTV segment, the discussion made a simple point: if your company’s presence is scattered across low-quality sites—or limited to your own website—your brand may be invisible in AI-driven discovery. AI systems tend to rely on authoritative domains, recognizable media networks, and consistent citations across credible sources. That is why press release marketing can support AI visibility without resorting to hype or gimmicks.

In practical terms, press releases distributed through premium networks can create structured, verifiable brand mentions across high-domain-authority sites. Over time, this pattern of credible distribution helps establish a company as legitimate, referenced, and relevant. That is exactly the type of footprint that supports both human trust and AI trust.

For organizations building an AI marketing strategy, B2B press release marketing can become an “authority layer” that complements content marketing, SEO, and thought leadership. It helps turn a company’s narrative into credible references that exist beyond owned media.

“Press releases no longer just announce news. In today’s environment, they establish credibility, visibility, and trust — not just for people, but for the AI systems that now influence how businesses are discovered and recommended.”

— Melih Oztalay, CEO, SmartFinds Marketing

Distribution Versus Cheap Syndication: Why Quality Determines the Outcome

Not all press release marketing is created equal. The segment highlighted a key distinction that many businesses overlook: premium distribution networks versus low-cost syndication services.

Low-cost services can feel tempting. They often advertise fast posting and low entry prices. But in many cases, these platforms limit the factors that actually create value:

  • Short word limits that prevent real storytelling
  • Restrictions on the number of links
  • Minimal or inconsistent support for multimedia
  • Broken asset “travel,” where links and attachments get stripped during syndication
  • Placement on sites that do not carry meaningful authority

In other words, a cheap press release may create the feeling of activity without producing meaningful credibility. You might see your release posted somewhere, but it does not necessarily move the needle in visibility, trust, or long-term discoverability.

Premium press release marketing is different. Higher-quality networks typically support a stronger content structure, better indexing, more reliable syndication to reputable outlets, and a more consistent footprint that carries authority. These differences are why businesses often “try press releases” once, see weak results, and conclude that press releases don’t work—when the real issue is that the distribution approach didn’t support credibility.

This matters even more for B2B press release marketing, where prospects evaluate vendors with a higher bar. In B2B, weak or low-authority placements can actually create skepticism. The goal is not just to “be published.” The goal is to be published in ways that build trust.

Storytelling Matters: Why B2B Press Release Marketing Needs Enough Room

Another point emphasized in the segment is the importance of enough space to tell the story. Traditional press releases were originally designed for investor relations and earnings updates—short announcements where a few hundred words were sufficient.

But B2B press release marketing has different requirements. When you are selling complex products, services, or solutions, your press release must explain context, value, and relevance. It is not just an alert. It is a credibility document.

Many low-cost services cap the release length around 350 to 400 words, then charge incremental fees for additional length. That structure discourages storytelling, often resulting in releases that feel thin. For B2B, thin releases rarely build trust. They do not answer enough questions. They do not present enough proof. They do not feel substantial enough for serious decision-makers.

SmartPress was built around the idea that press release marketing should support a fuller B2B narrative—one that can include meaningful detail, proof points, and a clear call to action without being squeezed into a template designed decades ago for a different purpose.

Links, Multimedia, and “Asset Travel” Make Press Releases More Valuable

In 2026, press release marketing is not just text. High-performing releases should connect readers to the assets that build confidence and help them take action.

That includes links to:

  • A relevant service or product page
  • A case study or success story
  • A LinkedIn profile or company page
  • A webinar registration or event page
  • A downloadable PDF sales sheet or presentation
  • A video (often a YouTube link)

But the real difference is whether those links and assets “travel” with the press release during distribution and syndication. In many low-cost systems, attachments and additional links do not survive. They get stripped out or reduced during syndication, which diminishes the long-term value of the release.

When done properly, press release marketing becomes a content hub that points to the most important credibility assets a buyer or journalist might want to explore. For B2B press release marketing, this connection between the press release and supporting proof is often what turns visibility into real interest.

“One of the biggest misconceptions I see is that companies think they need ‘big news’ to justify a press release. In reality, credibility is built through consistency — sharing progress, expertise, partnerships, and insight over time.”

— Melih Oztalay, CEO, SmartFinds Marketing

Targeting Journalists and Editors: Press Releases Should Not Be Passive

A major highlight of the segment is that distribution is only part of the equation. Effective press release marketing also involves putting the release directly into the right inboxes.

In the old days, press releases were literally sent via fax to newsrooms. Today, the principle is similar—except the channel is email. If you have a relevant, industry-specific press release, you want targeted editors, journalists, and bloggers to see it without needing to “stumble across it” somewhere online.

In B2B press release marketing, this targeting becomes even more important because industries contain subsectors and niches. For example, “manufacturing” is broad. A manufacturer of ball bearings has a different set of publications and editors than a manufacturer in food, pharmaceuticals, or medical devices. The more precisely a press release can reach relevant industry contacts, the higher the chance it generates interest, follow-up, and deeper coverage.

That is one of the differentiators discussed in the segment: press release marketing works best when it combines premium distribution with direct outreach, rather than relying on passive posting alone.

“We’re Not Newsworthy” is the Biggest Myth Holding B2B Brands Back

One of the most practical parts of the discussion addressed a common objection: “We don’t have anything newsworthy.”

This belief stops many organizations from using press release marketing at all. But the definition of “news” has changed. In a noisy environment, news is not just what happened yesterday. News is what establishes relevance, legitimacy, and credibility.

That mindset shift is especially important in B2B press release marketing. Many B2B companies assume press releases are for consumer brands or publicly traded firms. In reality, press releases can be used by businesses of any size to build a pattern of credible visibility.

Here are legitimate topics discussed that can support press release marketing for B2B visibility and credibility:

  • Client success stories and measurable milestones
  • Case studies and outcomes
  • Partnerships, collaborations, and strategic relationships
  • Certifications, audits, or compliance achievements (including renewals)
  • Market expansion into new regions or countries
  • White papers, research, and industry insights
  • Executive commentary and informed opinions on industry shifts
  • Conference participation or event attendance (even without a booth)
  • New hires, leadership appointments, or advisory board additions
  • Company anniversaries and growth milestones

The principle is simple: if the message helps the market trust you faster, it is worth communicating. Press release marketing becomes less about “breaking news” and more about building an ongoing credibility footprint.

How Often is Too Often? Why Consistency Beats Volume

Another question covered in the segment: how much is too much?

The answer was straightforward. More is not always better. You do not want to flood media contacts or audiences with constant releases. In many cases, a practical cadence for press release marketing is to avoid exceeding two releases per month.

For organizations that have rarely used press releases, a ramp-up period is often necessary. Media contacts need repetition to recognize a brand. The segment explained that it may take two to four releases before journalists or editors begin thinking, “I’ve seen this company name before, let me take a closer look.”

That is why a minimum cadence matters, especially for B2B press release marketing. The objective is consistency: building a repeated presence in credible networks long enough to establish familiarity and legitimacy.

A realistic approach discussed was two press releases per month for two to three months, then evaluating momentum. This gives a company enough time to build a footprint, gauge response, and decide how to continue with a sustainable rhythm.

“The real value of press release marketing isn’t just the initial exposure. It’s the residual impact — credibility that compounds over time through authoritative backlinks, visibility in trusted networks, and signals that both buyers and AI systems continue to reference.”

— Melih Oztalay, CEO, SmartFinds Marketing

What Results Can Press Release Marketing Produce?

Press release marketing is not only about immediate attention. The segment emphasized that press releases have a short shelf life as “fresh news,” but they can also create residual value that lasts much longer.

When a release is distributed through premium networks and syndicated across credible outlets, it can generate meaningful visibility quickly—often within the first week. The segment referenced case study outcomes where businesses saw noticeable visibility within about 7 to 10 days.

In addition, the release can generate long-term SEO and discoverability value through backlinks. In the segment, SmartPress case studies were cited that produced nearly 1,000 backlinks from high-domain-authority websites within roughly that same 7 to 10 day window. Those backlinks can remain live as long as the press release stays indexed and hosted, contributing to a compounding credibility footprint.

For B2B press release marketing, this residual value is particularly important. B2B buyers research, compare, and validate over time. A credible press footprint gives them reassurance and supports long sales cycles where trust and proof are often the deciding factors.

SmartPress Engagement Options: Built for Businesses of any Size

SmartPress is designed to be accessible for organizations of any size, with two options based on how much support a company wants from the team:

  • Distribution and expert review: $750 per press release for organizations that write their own draft and want review, optimization, and premium distribution
  • Full-service execution: $1500 per press release for organizations that want writing, editing, distribution, and targeted outreach handled end-to-end

This structure supports real-world operating constraints. Some companies have internal resources and want a professional review and distribution engine. Others want the full process handled by experts who understand how to structure a B2B story and deliver it through high-quality networks.

Learn more about SmartPress press release marketing.

Why B2B Press Release Marketing is a Smarter Visibility Investment

One of the most valuable themes from the segment was the role of press releases in cost-effective visibility. Many organizations default to paid advertising when they want reach. Ads can deliver impressions, but impressions are not the same as credibility.

Press release marketing operates differently. It places your story within trusted networks. It creates third-party validation. It can produce backlinks and discoverability. And it can support AI visibility by strengthening the credibility signals that AI engines tend to trust.

In many B2B markets, credibility is the bottleneck. Prospects do not need more content. They need reasons to believe. B2B press release marketing helps provide those reasons in a format that buyers, journalists, partners, and AI tools increasingly recognize as meaningful.

This does not mean press release marketing replaces SEO, content marketing, or thought leadership. It complements them. It amplifies them. It adds an authority layer that owned media alone cannot provide.

Final Takeaway: Press Release Marketing is Now Credibility Infrastructure

The core message of the MITechTV segment is simple: press releases have evolved. Press release marketing is no longer a legacy PR tactic reserved for big announcements. In 2026, it has become a practical credibility strategy, especially for B2B organizations that need trust, visibility, and consistency to grow.

Press release marketing can help a business earn placement in trusted networks, build a recognizable footprint over time, and strengthen the credibility signals that both people and machines increasingly rely on. For companies that feel like they are publishing into the void, B2B press release marketing offers a path to visibility that carries authority, not just attention.

About SmartFinds Marketing

SmartFinds Marketing, led by CEO Melih Oztalay, brings more than three decades of experience helping companies navigate digital transformation. The agency specializes in AI marketing strategies, GEO search visibility, conversion rate optimization, content development, multimedia campaigns, and comprehensive B2B digital marketing programs. Based on a philosophy of continuous innovation, SmartFinds empowers businesses to build stronger customer journeys, increase revenue, and compete effectively in fast-changing markets. Learn more at SmartFindsMarketing.com.

Past MITechTV Shows with Melih Oztalay