Choosing between a normal and a premium press release isn’t about spending more—it’s about using the right tool at the right moment. Premium releases are best reserved for major announcements and for anchoring a press release stack, while normal releases do the ongoing work of supporting locations, services, and follow-up stories. This breakdown explains how each option functions, when the upgrade is worth it, and how to structure releases so they work together instead of in isolation.
Table of Contents
What a premium release actually does
A premium release aims for larger news outlets and wider distribution. That means pickups on big sites like Yahoo Finance, GlobeNewswire, USA Today, and similar publishers when the release meets editorial rules. Those pickups put your brand on high authority domains. That visibility creates strong brand references and can drive referral traffic and trust.
Premium releases do not magically fix every SEO issue. What they do well is get high-level exposure and authoritative mentions. For a brand-new business, that first premium release acts like an announcement to the world: we exist, our website is live, and our contact info is correct.
How we use press release stacks or silos
We rarely send one-off press releases. Instead we build a small stack or silo of releases that work together. Each stack focuses on a topic, service category, or a service area. A stack usually has a top-of-stack release and several supporting releases.
The top-of-stack release should be premium. It acts as the main signal for that stack. The supporting releases are standard or normal releases. They target specific locations, subtopics, or services within the main category. The idea is to create a cluster of related press messages that all point back to the brand and its website.
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Why a premium top-of-stack matters
- Better pickups — premium releases can land on major publications that a normal release usually cannot reach.
- High-authority references — being mentioned on large domains helps your brand look established online.
- First impression — for new businesses, the first premium announcement is a public signal that you are launching or expanding.
- Stack focus — premium at the top gives the whole stack a stronger anchor for SEO and brand signals.
When to choose normal (standard) releases
Normal releases are less expensive and work well for follow-ups. Use them for supporting stories like:
- Local announcements for a city or neighborhood
- Service-specific updates or mini-campaigns
- Case studies or customer wins
- Event reminders, small partnerships, or internal milestones
These standard releases keep the stack active and give you frequent, relevant touches without the cost of a premium distribution every time.
How we set up a simple press release stack
- Write a premium top-of-stack release that announces the new brand, website, or major service.
- Include the verified NAP (name, address, phone) and the main website link.
- Publish premium to capture large pickups and high-authority mentions.
- Create 3 to 6 supporting normal releases. Each one targets a specific location, service, or topical angle.
- Publish the supporting normal releases over days or weeks to maintain momentum.
- Monitor pickups, referral traffic, and any new citations or links.
Practical tips for the premium release
- Write a clear headline that explains what is new and why it matters.
- Keep the first paragraph tight: who, what, where, when, and why.
- Include your verified NAP and a link to your main landing page.
- Meet editorial rules for the big publishers. Some premium outlets will reject items that read too much like an ad.
- Use the premium release to introduce the brand tone and main services. Save details for the supporting releases.
Do we always need a premium release?
No. If the announcement is small or very local, a standard release may be enough. Premium makes the most sense when:
- The business is brand new and needs an authoritative announcement.
- We are targeting a broad audience or trying to reach national outlets.
- We want a strong anchor for a stack of follow-up releases.
When budget is tight, prioritize premium for the key moments and use normal releases for the rest.
What to expect after publishing
Expect a slow trickle of pickups and mentions. Some outlets will republish the full release. Others will reference the brand. Referral traffic can show up within days. Organic SEO benefits may take longer but the brand signals help with long-term visibility.
Cost versus benefit
Premium costs more. The value comes from high-authority publications and wider reach. If we need to build credibility quickly, pay for premium. If we only need local reach and steady updates, normal releases can do the job for less money.
Checklist before pressing publish
- Headline is clear and factual
- Lead paragraph answers the main questions
- NAP is verified and matches other citations
- Website link goes to a well-optimized page
- Supporting releases planned and ready
- We meet editorial requirements for premium distribution
Common mistakes to avoid
- Using premium for every tiny update. Reserve it for major announcements.
- Publishing a release without consistent NAP across the web.
- Writing releases that sound like ads instead of news. That can reduce pickup.
- Not planning follow-up releases to keep momentum.
Is a premium press release worth the extra money for a new brand?
For a new brand, a premium release is usually worth it. It helps get coverage on large sites and creates strong brand references. Use it as the first announcement and then support it with normal releases.
Can normal releases help local SEO?
Yes. Normal releases are great for local targeting and specific services. They add citations and help build a presence in local search over time.
Will premium releases always get published on sites like USA Today?
No. Premium distribution gives access to those outlets, but each outlet has editorial rules. If the release meets the rules it may be picked up; if not, it will not appear on those specific sites.
How many supporting releases should we run after a premium release?
We typically run three to six supporting releases. Space them out over several weeks to keep attention on the brand and to target different locations or service angles.
Should we include the GBP link and NAP in the release?
Yes. Include verified NAP and links to key pages. Consistent contact info improves citation signals and helps people find the business.
Final thought
Premium press releases are a strategic tool. Use them for big announcements and at the top of a release stack. Use normal releases to support and expand that message across locations and services. A simple stack with one premium release and several normal releases gives a new brand both authority and ongoing reach.