The burning question always exists…How do you market yourself among the 11,046 security companies operating in the USA alone, especially when most security companies offer the same services? It is crucial for business owners to understand how to market their security company, stand out from the competition, and get their name in front of the right audience. This can mean the difference between blending in and becoming a market leader.
One of the most underutilized, yet highly effective, tools for brand awareness, driving website traffic, and building credibility, is the press release. While social media and direct engagement have become dominant, press releases remain an authoritative source for brands looking to shape public perception and attract media attention. In this article, we will cover what press releases are, how they can help security companies, and best practices for making them work in your favor.
What is a Press Release?
A press release is a newsworthy announcement distributed to media outlets, journalists, and online platforms. It serves as a tool for businesses to share significant updates and generate media coverage, helping to increase brand visibility and credibility. For security companies, a strong press release can help establish your business as a leader, draw in potential clients, and build trust in your expertise. Here are some key reasons to issue one:
- Launch of a new service or product – Announce a new specialized service, the use of advanced technology, or other new tools.
- Industry awards or certifications – Showcase your company’s achievements and credibility in the security sector.
- Strategic partnerships or expansions – Highlight collaborations with other companies, announce new acquisitions, or share office expansions into new regions.
- High-profile contracts (if permissible to disclose) – Demonstrate your company’s capabilities by mentioning significant contracts (Of course, without violating confidentiality agreements!).
- Thought leadership contributions – Promote participation in security conferences, keynote speeches, media appearances, or contributions to industry publications.
- Crisis response or security advisories – Provide expert insights on security threats, risk mitigation, or industry trends to establish your authority.
- Company milestones and anniversaries – Celebrate years in business, revenue growth, or employee achievements to strengthen brand reputation.
- New hires or executive leadership changes – Announce new hires and key personnel changes that may impact your company’s direction and growth.
Keep in mind that a press release is much more than just an announcement and it can serve as a powerful marketing and PR tool that, when executed correctly, can attract media attention, improve your search engine rankings, and help your security company rise above and stand out in a very competitive and demanding market.
How Can Press Releases Benefit Security Companies?
- Builds Credibility and Authority
A published press release in reputable industry or mainstream media adds legitimacy to your security company. Clients and stakeholders trust businesses that are featured in news articles.
- Boosts Brand Visibility
Press releases can be distributed to numerous media channels within seconds, including security trade publications, business journals, and online news platforms. This exposure can help your company reach potential clients, partners, and investors.
- Enhances SEO and Online Presence
When published on press release distribution sites and media outlets, your company gains valuable backlinks, improving search engine rankings. A well-optimized press release with keywords can drive organic traffic to your website. In fact, in less than six months, we assisted our clients in ranking on the first page of Google using only organic traffic.
- Attracts Potential Clients and Partners
Decision-makers looking for security services often follow industry news. If your press release highlights expertise, innovation, or company growth, it can generate new business leads. In fact, two of our clients received buyout proposals from major corporations after using our marketing services, which included press releases.
- Strengthens Reputation Management
In crisis situations, a well-timed and well-written press release can control the narrative, prevent misinformation from spreading, and help with damage control. It allows you to address concerns with clarity and authority, ensuring your company’s reputation remains intact. Now, while some business owners prefer to outsource their press releases to professionals, ensuring the content is polished, strategically written, and media-ready—others, especially smaller companies or company owners with tighter budgets, choose to write them in-house. The good news? There’s nothing wrong with that and by following a few simple steps, you can create an effective press release.
Best Practices for Security Companies Using Press Releases
- Make It Newsworthy
Journalists and media outlets won’t publish just any announcement. You have to make sure your press release contains information that is relevant, timely, and valuable to your industry.
- Use a Professional Tone
Your press release should be formal, factual, and free from excessive promotional language. Avoid fluff and stick to the facts that make your story compelling and newsworthy.
- Follow the Standard Format
A press release typically includes:
- Headline/Title – It must be clear and concise to grab attention immediately
- Dateline – It must include the release date and location (city, State or Country)
- Introduction – For this follow the steps that answers the who, what, when, where, and why
- Body – Provides supporting details, including quotes from company leaders
- Boilerplate (Company Presentation) – A brief company overview at the end
- Contact Information – Name, email, and phone number for media inquiries
- Include Quotes from Leadership
Adding a quote from your CEO, security director, or another executive adds authority and a personal touch. It also increases the chances of journalists using your press release.
- Optimize for SEO
Use relevant keywords such as “executive protection services,” “corporate security solutions,” or “risk management firm” to help your press release (and website) rank in search engines. Think about the keywords potential clients would use to find your company online and incorporate them strategically.
- Keep It Short, Keep It Sharp
Aim to keep your press release between 500 and 800 words. More words don’t always mean better. What really matters is delivering clear, relevant information that gets straight to the point. Remember, editors and journalists are busy, they want the who, what, when, where, and why very quickly. Stick to the essentials, trim the fluff, and keep your message clear.
- Proofread Before You Publish
Typos, grammar mistakes, and awkward phrasing can make your press release look unprofessional and hurt your credibility. Before publishing, take the time to proofread carefully, or better yet, have someone else review it with fresh eyes. Even minor errors can distract from your message and make journalists less likely to take your news seriously. Check for clarity, consistency, and tone, ensuring your press release reads smoothly and professionally.
- Use Distribution Platforms
Consider using press release distribution services like PR Newswire, IssueWire, or industry-specific platforms. Additionally, share the press release on your website and on all your social media channels.
- Monitor Results
Use tools like Google Alerts to track where your press release is published and how much traction it gains.
Now that we’ve discussed what a press release is and how to write one, let’s talk about press release platforms. Does it cost money to publish your press release on these platforms? The answer is both yes and no. While many platforms charge a fee to host and publish your press release, there are alternatives for those with limited budgets. Some platforms offer your first press release for free but charge for additional ones. Others remain completely free, though they may display ads alongside your press release to generate revenue. Additionally, some platforms allow free publishing as long as you post at least one press release per month.
Free Press Release Platforms
Some say that free press release distribution platforms aren’t true public relations tools, and to a degree, that’s accurate. Most free services don’t have strong media syndication or journalist reach, so your press release is unlikely to land in front of editors or get picked up by major outlets. If you’re aiming for legitimate media coverage and high-impact visibility, a paid distribution service will usually deliver better results. That said, free press releases can still offer value, especially for startups, smaller security firms, or businesses building their online presence.
From an SEO standpoint, free press releases are often used in hopes of gaining backlinks, but the reality is more complicated. Many of these platforms use “no-follow” links, which don’t pass SEO authority. Google has also devalued mass press release backlinks, especially if they’re low-quality or keyword-stuffed. However, a well-written, keyword-optimized press release can still generate some good traffic, get indexed by search engines, and even attract organic pickup from niche blogs or media outlets. So, while they’re not a magic bullet, free press releases can still be useful when used strategically and in combination with a broader content marketing plan.
Disclaimer: The following list includes free press release platforms that may allow you to publish and distribute your press release at no cost. We do not guarantee the availability, effectiveness, or long-term accessibility of these platforms, as their policies and pricing structures may change over time, so we encourage you to thoroughly review each platform’s guidelines before submitting your press release. We also do not endorse or have any affiliation with these platforms. Use them at your own discretion and always ensure your press releases align with best practices for SEO, credibility, and brand positioning to maximize their impact.
- PRLOG https://www.prlog.org/
- IssueWire https://www.issuewire.com/
- OpenPR https://www.openpr.com/
- 1888PressRelease https://www.1888pressrelease.com/
- PRInside https://www.pr-inside.com/
Ready to put your security business in the spotlight? Start incorporating press releases into your marketing strategy today!
Need professionally written press releases? Contact Mellon360 today and see what our team can do for you.