Depending on your strategy, it helps and you just might make some sales. I have made thousands over the years using press releases. I used a strategy called news jacking, which means you piggyback off of a related trending topic. You can also use statistics related to your brand and combine it...
It looks like his web strategist is using StackCommerce l to push content on his shopping site. It's an affiliate/native play. He probably isn't even aware of this.
https://www.stackcommerce.com/
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