For mid-market companies, especially those under $50M in revenue, every dollar invested into go-to-market (GTM) activities needs to show a return. Yet, countless teams continue spending thousands each year on traditional press release services like PR Newswire, clinging to the outdated belief that syndicating announcements equals building buyer trust. In reality, traditional press releases have drifted far from the channels where your actual buyers live.
It's time to rethink the model — not the message.
How Traditional Press Releases Fail Modern Mid-Market Teams
Press release wire services were designed for an era when reaching journalists was the primary method of gaining exposure. But today's B2B buyers are self-directed, networked, and community-driven. They don't read syndicated press releases; they build trust by following brands, partners, and peers in their professional networks.
Spending thousands of dollars to "announce" updates on platforms your buyers don't frequent only creates a false sense of progress. Traditional press releases aren't demand generation tools — they're artifacts of a different era, serving narrow PR needs like analyst relations or major corporate disclosures.
Where Your ICP Buyers Are — and Why PR Newswire Isn’t It
Your Ideal Customer Profile (ICP) buyers spend their time on LinkedIn, in curated professional communities, and consuming trusted, peer-driven content — not scrolling through press release wires.
Yes, some teams try to "rescue" their PR spend by posting PR Newswire links on LinkedIn. But here's the problem: LinkedIn’s algorithm deprioritizes external links that pull users off-platform. Posting a link to a wire service announcement not only fails to recover your investment — it actively limits your reach.
You’re better off publishing natively on LinkedIn, keeping readers engaged in-platform, and maximizing your announcement's visibility with real buyers.
The Modern Playbook: How to Release a Press Announcement Today
You don't need to abandon the press release format — you need to abandon the old distribution model.
Here's how modern mid-market companies are releasing announcements:
- LinkedIn Article: Publish a full article natively, capturing attention without external links.
- Brand LinkedIn Post: Create a post that highlights the key news and links internally to your LinkedIn article.
- Native Blog Post: Host the full announcement on your website, optimized for SEO and audience engagement.
- Follow-On LinkedIn Posts: Amplify visibility with secondary posts highlighting different angles or partner shoutouts.
This approach keeps engagement inside buyer-centric channels, boosts algorithmic reach, and drives measurable actions. Here's what it looks like visually, which is how we help to educate clients and partners through the process of a joint release:
If you want the templates and steps we use to streamline your own process, just drop us a note here and as for the LinkedIn press release templates.
Partner Power: How to Amplify Your Brand Organically
One of the biggest advantages of publishing natively is the ability to leverage your partner ecosystem.
Tagging executives, partner companies, and strategic collaborators in your LinkedIn posts isn't just about courtesy — it's about triggering network amplification. Every tag expands your announcement's organic reach into adjacent networks where your next buyers already exist.
Encouraging partners to engage with or repost your announcement extends your reach exponentially — and crucially, it keeps your message in trusted buyer networks, not lost in syndicated noise.
Proof in Action: How One Systems Integrator Saved $20K and Reached Real Buyers
A mid-market systems integrator was spending around $20K per year publishing press releases for every new executive hire through traditional PR wire services. They had no measurable ROI — no engagement, no new conversations, no impact on pipeline.
Trelliswork helped them pivot their approach by focusing on joint partner announcements:
- Published a LinkedIn article announcing the executive hire.
- Created a brand LinkedIn post sharing the article.
- Posted a native blog article linking back to the LinkedIn post.
- Developed follow-on posts to reinforce the announcement and spark partner engagement.
The results:
- Immediate cost savings (~$20K/year).
- Higher visibility and engagement among their actual target buyers.
- Direct attribution to new partnership conversations and early pipeline activity.
This modern approach not only preserved budget but turned executive updates into real growth opportunities.
Shift Your Strategy — Get Our Free Templates
Traditional PR distribution is no longer how mid-market companies grow. By adopting a modern, buyer-centric announcement strategy, you can stop wasting budget and start generating real engagement where it matters.
Request our free playbook and templates to build announcements your buyers will actually see — and act on.
