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Does the client have a PR team or anyone that reaches out to writers when there is a story like a new product or brand? If not, that needs to happen first. Hire or contract PR help, best with someone that already has contacts that you can benefit from. When you have that, then yes, press releases are helpful to get the word out about a new product or brand. But don't rely on the press release itself to bring recognition, stories, or anything else. Press releases like any other piece of content needs to be promoted to the wider audience. On the technical side, press releases should not be used for link building. A well executed press release along with the right promotion will bring links, but not from the release itself.