Behind the Headlines: The Art of Crafting a Compelling Press Release with Mickie Kennedy

November 6, 2023

Jenn Foster and Melanie Johnson co-owners of Elite Online Publishing, interview Mickie Kennedy, the founder of eReleases, about the secrets to crafting captivating press releases, making your news stand out in a crowded digital landscape, and leveraging the power of storytelling to connect with your audience. 

Listen Below:

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What You’ll Learn In This Episode:

  • How to craft an engaging story.
  • How to leverage SEO benefits.
  • How to make your press release newsworthy.


“If you are working with a PR firm that’s a generalist, they’re probably not very good at it because PR firms are often specific within an industry because they have to make connections within a particular industry. And it’s very hard. To as an agency, have contacts across many different industries.” (05:07)

“If a journalist writes an article about you it will convey value to you, even if there’s no link to your website Google has what’s called an implied link and if they can contextually tell that article is about you, they will give you credit as if there was a link directly to your website and that’s a patent that Google holds.” (10:15)

“At the end of the day, you have to realize that journalists or storytellers and anything that you give them that enhance your announcement and adds more depth and elements allows them to really build out a story. So anytime you approach even, you know, any type of release. Book launch, anything, what’s the story, you know, put a story in there share some experiences with the genesis of the book, as well as what the book is about.” (16:39)

About Mickie Kennedy:

eReleases launched in 1998 after founder Mickie Kennedy realized that small businesses desperately needed a press release service they could actually afford. Beforehand, he’d been working at a PR company when a small business owner called, saying to Mickie “We won an award and I want to send out one press release. I’ve called all the PR firms in the Yellow Pages and they all have a minimum starting price of $20,000! Can you help me?” Mickie had to confess that the big PR company had the same minimum spend, but he saw an opportunity to help — and eReleases was born.

Mickie created eReleases to give small businesses access to the media and to a national newswire – all with a personal touch. eReleases has grown since then and even works with big names now, but the spirit of Mickie’s original intent has not changed. eReleases delivers personal service and exceptional value to every customer, with every press release, at every price point.

Mickie lives in Baltimore County with his family and two feuding cats. He enjoys British science fiction and acknowledges an unhealthy addiction to diet soda. Mickie holds an MFA in Creative Writing with an emphasis in Poetry from George Mason University. He still writes poetry most Monday nights (virtually) with a group of fellow misfits in Brunswick, Maryland.

Learn More Here

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