Press releases remain one of the most underutilized tools for packaging suppliers competing for attention in a crowded marketplace. For flexible packaging and pouch manufacturers, a strategic press release can land you in front of procurement managers, brand owners, and retail decision-makers who actually have budget to spend. The key is knowing when, what, and how to announce—because generic "company milestone" releases won't cut it.
Why Press Releases Matter for Flexible Packaging Suppliers
Procurement teams actively scan industry publications for new capabilities, certifications, and material innovations. When you announce something genuinely newsworthy—a new film technology, sustainability milestone, or production capacity expansion—you create a discovery moment that cold email never achieves.
Press releases also seed content across trade publications like Packaging Technology and Engineering, Flexible Packaging Magazine, and converters' feeds. That organic placement builds authority and drives inbound leads to your sales team without paid ads.
What Actually Deserves a Press Release
Not every business update warrants a release. Focus on announcements that solve a problem or open a new market for your buyers:
- New material capabilities (compostable films, high-barrier pouches for sensitive goods, custom laminates)
- Certifications and compliance wins (FDA approval, compostability certification, EU regulations)
- Production or service expansion (new equipment, shorter lead times, expanded geographic reach)
- Partnerships or integrations (collaboration with material suppliers, integration with design software)
- Sustainability or cost breakthroughs (reduced material waste, recyclable pouch lines, price reductions)
- Case studies showing ROI (how a client reduced packaging costs 15% or launched faster)
Skip generic "celebrating X years in business" releases unless you're hitting a milestone (25+ years) with a specific story attached.
Structuring Your Press Release for Results
Lead with the outcome, not the company. Your first sentence should focus on what your buyer gets, not what you did. Instead of "XYZ Packaging announces new lamination service," try "Brands can now launch stand-up pouches 40% faster with in-house lamination now available in under two weeks."
Keep it concise—300 to 400 words maximum. Editors and procurement managers skim; respect their time.
Include a quote from your leadership that adds insight, not corporate fluff. Something like: "We saw converters losing orders because lead times on custom barrier films hit six weeks. Our new inline coating process cuts that to 10 days, which changes the game for brands with tight launches," works far better than "We're excited to deliver innovative solutions."
Distribution Strategy That Reaches Buyers
Don't just email your release to generic wire services like PR Newswire—that's expensive ($500–$2,000 per release) and reaches generalists, not packaging professionals.
Targeted distribution channels:
- Trade publications that accept contributed content (Flexible Packaging Magazine, Packworld, Convert Magazine)
- Your email list and LinkedIn network (often drives 30–40% of initial traction)
- Industry association newsletters (FPSA, SPC) if you're a member
- Direct outreach to journalists covering packaging and sustainability trends
- Your own website blog and social media
Cost for this hybrid approach: $0–$300 per release if you handle relationships yourself, or $400–$800 if using a specialized packaging PR firm.
Timing and Frequency
Publish 2–4 press releases per quarter, tied to product launches, certifications, or seasonal demand spikes. Avoid clustering releases; space them 6–8 weeks apart so each gets full attention.
Publishing before trade shows, during peak buying seasons (Q4 for holiday packaging, Q2 for summer product launches), or when competitors launch gives your release better traction.
Measuring What Actually Works
Track which releases generate inbound inquiries by tagging links or including a release-specific contact form. You're looking for conversions—sales conversations, quote requests, meetings—not vanity metrics like page views.
Aim for a 3:1 or better conversion ratio: if a release gets 30 inquiries, you should close 10 into active prospects or customers.
Frequently Asked Questions
Q: How far in advance should I send a press release before a new pouch offering launches? Send it 1–2 weeks before launch to give publications time to run coverage; this creates buzz while you're ramping production and ready to fulfill orders immediately.
Q: Should I always mention price in a press release for new flexible packaging services? Only if price is genuinely competitive or the story—otherwise, include a range or direct readers to request a quote, which captures leads for your sales team.
Q: Can a press release help with SEO for my packaging website? Yes—published releases generate backlinks and mentions that improve domain authority, especially if your release is picked up by industry media or trade sites.
List your flexible packaging business on Mercoly to amplify these press release wins and get discovered by procurement managers actively searching for suppliers.