404. Mickie Kennedy. Smarter PR.
Mickie Kennedy
March 26, 2026
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In this episode, Mickie Kennedy, founder of eReleases, a press release distribution service with over 25 years in the industry, discusses how small businesses and startups can secure media coverage without six-figure PR budgets.
eReleases partners with PR Newswire to distribute releases nationally at approximately one-quarter to one-third the standard cost of over $1,700. The company bundles over 10,000 releases annually, representing buying power that individual small businesses cannot access while serving clients PR Newswire's sales team would not typically pursue.
Kennedy emphasizes that relationships matter less than previously, with journalism economics forcing reporters to produce double the content for less compensation, creating a more democratized environment where newsworthy ideas can succeed on merit.
Key points from the discussion:
Approximately 97% of press releases distributed through major newswires do not generate earned media, often because they lack story elements journalists can develop into articles.
AI-trained models replicate unsuccessful release patterns, making human-selected topics and strategic approaches essential for media pickup.
Product launch releases perform significantly better when they include use case studies with customer quotes, providing story arc elements that increase pickup likelihood by a factor of six.
Industry surveys asking meaningful questions can generate four to eight articles per release, with one client producing 30 surveys annually that consistently resulted in eight to 14 articles each.
National media journalists face inbox chaos from database blasting, while local media remains more accessible.
Pay-for-play placements in publication blog sections typically cost $2,500 to $3,500 but often have limited value as they do not appear in site search results or print editions.
PR should always be thought of as a campaign consisting of distributed over the course of the year, quarterly at minimum. Incorporating contrarian viewpoints on trending topics or addressing industry blind spots are approaches that are more likely to garner attention.
Earned media functions as social proof that increases conversion rates in existing sales pipelines and reduces client churn.
Mickie Kennedy is the founder and president of eReleases, a press release distribution company he launched over 25 years ago to give small businesses, startups, and authors affordable access to the media. Earlier in his career, while working in public relations, Mickie saw firsthand how smaller companies were often shut out of national exposure due to high agency fees. That insight led him to build eReleases from the ground up, focusing on transparency, accessibility, and personal service.
A writer at heart, Mickie holds an MFA in Creative Writing with an emphasis in poetry from George Mason University and still participates in a weekly poetry group. He lives in Baltimore County with his family and two feuding cats, enjoys British science fiction, and admits to an ongoing addiction to diet soda. His mix of creativity and strategic thinking has shaped his approach to communication and continues to guide his work helping businesses share their stories effectively.
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