B2B Agency Champions Press Releases as a Key to Brand Visibility in the Age of AI Search
Overview
Three Rings Inc., an integrated marketing and public relations agency, works with B2B technology companies ranging from venture-backed start-ups to multi-billion-dollar international corporations. Managing a variety of clients with differing audiences and KPIs, the agency knew it needed a trusted and expansive distribution network, and an engaged and strong support team to ensure successful campaigns.
An increasingly segmented and noisy media landscape also meant that a “set-it-and-forget-it” press release strategy wouldn’t do. Their clients’ stories needed to reach audiences across more channels and maximize AI visibility by acting as a verifiable source of truth for generative models. Finally, Three Rings aimed to bridge the “attribution gap” by providing in-depth analytics that go beyond surface-level metrics to connect the press release distribution with tangible campaign ROI.
To meet these demands, Three Rings needed a partner that could provide holistic, end-to-end campaign management and sophisticated, data-backed reporting.
THE CHALLENGE
Three Rings operates on a performance-first business model, where client referrals serve as the primary engine for new business. This puts a premium on proving campaign ROI. As Doug Broad, Co-Founder and Principal of Three Rings, explains,
"Our business development is based on the quality of our work, the results we drive and the impact we have on our clients’ business."
With a roster of dozens of clients around the world that differ in size and industry—from AI, cybersecurity, martech and managed services to healthtech, fintech and more—the agency faces the constant challenge of proving value across varying KPIs. To safeguard their reputation and fuel continued growth, the team needed access to a credible distribution network that could reach both broad and niche audiences and the data-driven insights to show clients that their content was driving real, measurable results.
Three Rings teamed up with PR Newswire to drive visibility and engagement for its clients’ biggest stories and reveal their messages’ impact through extensive reports. The performance data included traditional metrics like pickup and views, but the team also wanted to utilize PR Newswire’s actionable recommendations for answer engine optimization (AEO) and generative engine optimization (GEO) to help them craft campaign content that would enhance their clients' brand presence in AI search.
THE APPROACH
Three Rings understood that press releases are valued by journalists, traditional search tools and modern AI models. So, the team crafted strong, newsworthy and optimized press releases as the foundation of its campaigns. They then utilized PR Newswire’s unparalleled distribution network to boost reach for clients’ stories and repeated this core tactic across campaigns to help the brands they work with be part of the conversation in the new AI-driven search era.
“Because of AI search, people recognize the value in having more AI-optimized content on the wire and being viewed as a reputable source by the LLMs,” said Broad.
To streamline their process and show ROI, Three Rings integrated PR Newswire’s easy-to-use, AI-powered Amplify platform into their daily workflow:
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Strategic Planning: The client-focused team utilized the Plan module to proactively identify story angles that would resonate with audiences based on industry trends and popular searches.
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Targeted Distribution: The Distribute module was used for granular targeting— based on industry, geography and even budgetary needs—to ensure each story reached the most relevant media, influencers and decision-makers.
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Attribution and ROI: The team accessed comprehensive press release analytics in the Report module to demonstrate impact. Three Rings analyzed click-throughs as a lead generation source and evaluated larger trends to help refine and optimize future campaigns.
By pairing the intuitive platform with PR Newswire’s editorial team—available 24/7—and dedicated account support, Three Rings was able to accelerate their workflow without sacrificing quality. The combination of targeted distribution, data-backed analytics and human expertise enabled the team to streamline operations and repeatedly produce high-quality content optimized for AI and long-term impact.
THE RESULTS
500+
Earned media pickups
1,000+
Click-throughs per
Key Outcomes & Benefits
PR Newswire Helps Team Go Beyond Release Distribution to Drive ROI in the AI Search Era
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Reached target audiences through flexible wire distribution options and Influencer Lists.
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Strengthened clients’ AI footprint with AEO and GEO insights, and high-authority wire distribution.
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Attributed bottom line business outcomes to press releases with comprehensive performance reports.
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Streamlined campaign workflow with intuitive, innovative tools in the Amplify platform.
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Strengthened client confidence in press releases as the foundation of modern, multichannel campaigns with a unified, PR-focused and data-driven dashboard.