Most people think of press releases as publicity tools.
They are. But that is not the whole story.
A good press release can also help your sales team sell. Not by replacing sales conversations. Not by turning news into a brochure. But by giving prospects a public reason to pay attention.
At its core, sales enablement means giving sales teams the content, tools, and resources they need to sell more effectively.
Why Press Releases Help Sales
Buyers are cautious. They have heard every claim before.
“We are innovative.”
“We save you time.”
“We help companies grow.”
Maybe all of that is true. But in a sales deck, it can sound like every other pitch.
A press release works differently. It turns a company update into a dated, public announcement. It gives your salesperson something specific to point to.
That is why using a trusted press release distribution service can matter: it helps turn company news into public proof your sales team can reference in real conversations.
Which sounds stronger?
“We are expanding our healthcare division.”
Or:
“We announced a new healthcare division focused on helping regional clinics reduce patient onboarding delays.”
The second gives your salesperson a reason to follow up. It also gives the buyer context.
What Types of Releases Support Sales?
Not every press release helps sales. A vague announcement will not do much.
The strongest sales-supporting releases usually fall into a few groups:
- Product launches or upgrades
These help sales teams re-engage leads. - Customer wins
These provide proof without sounding like a hard sell. - Partnerships
These build credibility when the partner is trusted. - Awards or certifications
These give salespeople a simple trust signal. - Research or industry data
These create useful conversation starters.
The test is simple: would this news help a prospect feel more confident?
If yes, it can support sales.
How Sales Teams Can Use the Release
A press release should not sit on your website like an old newspaper clipping.
Use it.
Send it to your sales team with three notes:
- Who this news matters to
- What problem it helps address
- How to mention it naturally
For example:
“We just announced our new QuickBooks integration. This is useful for prospects who asked about accounting workflow. You might say, ‘I thought of your team when this went live, since you mentioned wanting fewer manual handoffs.’”
That is sales enablement.
It gives the salesperson a timely, relevant reason to reconnect.
Turn One Release Into Sales Tools
One release can become:
- A short email follow-up
- A LinkedIn post for sales reps
- A one-paragraph talk track
- A sales deck slide
- A customer-facing FAQ
- A proof point in a proposal
This does not require a large marketing department. It requires discipline.
The mistake is treating the press release as the final product. It is the source material.
Keep It Credible
Here is the danger: once sales gets involved, the language can get inflated.
Resist that.
A press release should still sound like news. Keep the claims specific. Use plain language. Explain who benefits and why it matters.
Do not write, “This revolutionary solution transforms the future of business.”
Write, “The new feature helps accounting teams reduce manual invoice entry.”
One sounds like fog. The other gives sales something useful.
The Bottom Line
A press release will not close a deal by itself.
But it can help a good salesperson start a better conversation. It can provide proof, timing, and credibility.
The next time your company has news, ask two questions:
“Will journalists care?”
And:
“Will this help our sales team explain why we matter?”
If the answer to both is yes, your press release may be doing more work than you think.
Mickie Kennedy founded eReleases.com in 1998 after watching PR firms charge small businesses a $20,000 minimum for a single press release. For 27 years, he’s been closing that gap — distributing 150,000+ releases via Cision PR Newswire, serving 30,000+ clients including Manscaped, Squatty Potty, and 40+ Shark Tank brands, and generating $132M+ in earned media. A sought-after podcast guest and two-time Amazon bestselling author of Beginner’s Guide to Writing Powerful Press Releases and The PR Strategy Manifesto. Mickie holds an MFA in Creative Writing from George Mason University. Based in Baltimore, MD. LinkedIn