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Insights and Expertise

to the properties you control.

Your news has a longer life than you think
One mistake I continue to see is companies treating
news as something temporary. Think about how
many developments happen within a payments
organization that are worth talking about:
• A new partnership is announced
• A product or integration is launched
• A new executive joins the organization
• A certification is earned
• The company expands into a new market
• An important industry milestone is reached

The company issues a press release, shares the news
on LinkedIn, sends an email, and then moves on to
the next thing. The story, however, doesn't necessarily
stop working just because the announcement is no
longer new.

When a press release is distributed effectively, it
becomes part of the company's presence across the
web. It may be picked up by news outlets or industry
publications and indexed by search engines. Months
later, someone researching the company may still
come across that story and learn something about the
business they didn't know before.

This is why I think companies should look at press
releases as more than announcements. They can
become long-term marketing assets. One release
tells one story. Over time, a series of releases starts
to document what's happening within the company:
new partnerships, products, people, customer
successes, expansion and other developments that
demonstrate progress.

And unlike the content that lives only on your
website, some of those stories can become part
of the broader information available about your
company online. That's increasingly valuable when
prospective buyers—and the AI tools they're using to
conduct research—are looking beyond your website
to understand who you are.

Look at your company from the outside
Here's a simple exercise I recommend. Forget about
your website for a few minutes and look at your
company the way a prospective customer or partner
might. Then consider what an AI platform has
available to work with.
• Search your company name.
• Search the names of your key executives.
• Search for the products or services you provide.
• Look at what appears in Google News.
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