Should I Use a Press Release Distribution Service? How to Boost Your Business Visibility in 2024

deborahgeiger on October 22, 2024

Recently, a PR colleague asked me an interesting question: “Should I pay for a press release service?”

She was trying to promote her entertainment industry client, whose latest work wasn’t getting much attention.

“What do you hope the press release service will accomplish?” I asked.

She expressed sincere concern about getting the client top-tier media coverage and the recognition and commercial success they deserve.

We can all relate to this sense of urgency, wanting our own (or clients’) work and success stories to become famous and break the internet.

This is where a paid newswire service seems like a possible solution, promising an immediate or semi-immediate publication of your news.

But will it truly help you reach your goals?

First, let’s discuss what a press release distribution service does.

What does a press release distribution service do?

PR Newswire, a popular press release distribution service.

A press release distribution service publishes your announcement (written by you or a publicist you hire) on its website and distributes it to news networks.

Press release distribution services will pretty much publish anything within broad guidelines, i.e. anything legitimately business related and nothing below board.

Typical announcements that companies deem worthy of an investment, which can cost as much as $1,000 or more per announcement, can vary significantly.

Your press release can announce significant business news, a small update, or anything in between.

Whether about a new product or service, a round of funding, strategic partnership, or such hard-hitting journalism as a leading soda brand claiming that Mountain Time is their Official, Unofficial Time Zone, there is a press release distribution site that will publish it.

At the end of the day, you can expect your press release to be posted on their site, and will likely get picked up by other sites as well.

Some releases I have issued on behalf of my clients have landed on Wall Street Journal, Business Insider, Associated Press and Yahoo News and other seemingly top-tier media sites.

The caveat is that the releases appear in a “sponsored” section on the site, which is the Siberia of journalism.

The biggest problem with press release distribution services

This is what press release distribution services don’t tell you:

You could pay thousands for a press release distribution package, and your releases still wouldn’t (couldn’t) be found organically by the average reader on the site.

They “live” on some authentic media sites but do not appear when a visitor goes to the site.

You can technically say you were featured on the site, but it is no different than placing an ad, except an ad would ostensibly reach actual humans. The pages that house the press releases are different than the editorial, or real news, section.

Do journalists care about press release distribution services?

The other problem is, do these sites reach human journalists—and do they care?

Many services promise that your news will get delivered to journalists covering your industry. I set out to verify this claim.

After speaking with a journalist from a top-tier publication to verify this claim, what they said surprised me:

“Yes, I review an email of headlines and email from them periodically, that has a bunch of news releases in it.”

However, the journalist continued, “Can’t say I read it thoroughly. But I do search announcements sometimes to see what a company said about such and such.”

This means that your news does have a chance of getting in front of journalist contacts, however, it is important to note the context of how your release lands in front of the journalist.

While technically the reporter’s “industry,” this laundry list of headlines are largely irrelevant to this journalist’s actual beat.

The short answer is yes, some of these services deliver on their promise to get your press release in front of journalists.

But if you received this list above, would you have the time and energy (and eyesight) to go through it?

For a limited budget, is a PR campaign or a press release distribution service more effective?

When executed properly, a PR campaign will promote and publicize your brand across print, digital, and mobile media and can positively impact your bottom line.

Journalists will interview and publish stories and content about you and your brand. This positive information will make you rise to the top in searches and become your industry’s go-to provider and leading expert.

A press release distribution service will simply publish the document you provide them and circulate it to various “news” sites, but it is unlikely to be seen by actual humans.

The only way people can see it is if they are looking for it specifically. This fact makes it difficult for potential clients, partners, investors, and stakeholders to find your press release.

When should I use a press release distribution service?

Despite my critical viewpoint, there are still times when a press release distribution service can be useful in a PR campaign.

Here are the two reasons I would recommend a press release distribution service:

  • If the announcement isn’t newsworthy in the traditional sense—like a major transaction, product launch, partnership, or other significant business event—or journalists have already passed on it, you might still want or need to publish the information.
  • If there is a legal mandate to publish your release. Some publicly traded companies may be required to publish a release as part of Regulation Fair Disclosure. Using a press release distribution service is a way to satisfy these requirements.

Which press release distribution services would you recommend?

BusinessWire, another popular press release distribution service.

I generally don’t recommend utilizing a press release distribution service unless my client falls into one of the above categories.

If you fall into this category, there are plenty of press release distribution services. I’ve compiled a list of the nine most popular ones below:

  1. PR Newswire: Blue-chip brands like Microsoft, Google Cloud, and Visa all distribute press releases using PR Newswire, making it one of the go-to options for corporate press release distribution. I’ve used this service countless times throughout my career: it’s expensive, and its salespeople are high-pressure. However, it does work well for a press release distribution service. While they don’t publicly disclose pricing, in my experience, a single press release will start at around $1,000 ($805 for the release and a $195 membership fee) and more for additional word count and images.
  2. Business Wire: Toshiba, Accenture, and Citibank UK utilize this financial services-focused option, which bills itself as “distribution for PR and IR professionals” and “the global leader in press release distribution and regulatory disclosure.” Pricing starts at around $950 per release.
  3. GlobeNewswire: Promises to “reach global audiences, monitor brand sentiment, send press releases, secure media coverage, and measure success.” It starts at $195 per release.
  4. PRWeb: This low-cost cousin of PR Newswire will “leverage the industry’s leading, most sourced press release distribution network in the world.” I’ve used PR Web many times over the years. It’s simple to use and affordable, starting at $110 a release.
  5. Newswire: Promises to reach thousands of online, local, regional, national, international, and industry media outlets, starting at $349 a release.
  6. EIN Presswire: Calls itself “the world’s leading press release distribution service; reach millions with one click.” Starts at $99.95 per release.
  7. 24-7 Press Release: States “24-7 Press Release Newswire has been in business for over 18 years,” and “we post news for include major hotels (Holiday Inn, Hampton & Fairfield Inn & Suites), Church’s Chicken, Fishbowl, and NASA to name a few.” Starts at $49 per release.
  8. PR.com: They say, “Over 250,000 companies, both big and small, have trusted PR.com to help grow their business. ” It reaches “thousands of media outlets, journalists, influencers and websites; social media; major news outlets’ newsrooms; plus more.” It starts at $60 per release.
  9. PRLog offers free press release and press room hosting and free search engine distribution. If you believe you get what you pay for, an upgrade to distribute with PR Newswire is available for $339, which seems like a decent deal. Posting a single release is free.

In short, there is a time and a place for a press release distribution service.

Some PR firms encourage their clients to utilize press release distribution services every time the wind blows because they may count these placements as pickups. They justify this as being “good for SEO.”

I never count press release distribution services as placements. And SEO will improve when reputable news sites include you and your brand in their content—far more than flooding the web with press releases ever would.

Summary

What did I tell my colleague who wanted to know if she should try the press release distribution for her entertainment industry client?

Here’s my take: Her client had enough clout to secure top-tier media coverage without using any distribution service. She had to put in the time and hard work of researching and pitching appropriate writers, editors, and outlets. I gave her a few angles, which I felt were compelling enough to secure a significant feature story and television interview.

She was also interested in trying a press release distribution service, so I gave her a contact to try one of the above services for free (the company had sent me an offer). I will report back soon with the results of both efforts.

In summary, I recommend focusing on a PR campaign that includes media opportunities to boost your business visibility and reach your target audience. The occasional press release distribution service can supplement these efforts.

How to Write a Press Release That Gets Results in 2024: 10 Expert Tips

deborahgeiger on September 17, 2024

Did you know that journalists receive an average of 50 press releases a week and spend less than one minute reading them? If you’ve ever felt like your carefully penned announcements are disappearing into the void, you’re not alone.

In this guide, we’ll unlock ten critical factors to consider when writing a press release that will maximize your chances of getting featured in the media.

Let’s jump in:

1. Craft an Attention-Grabbing Headline

Your headline is your first (and sometimes only) chance to make an impression. In the fast-paced world of journalism, you’ve got seconds to pique a reporter’s interest. Here’s how to make those seconds count:

  • Incorporate numbers or statistics: “Company X Increases Revenue by 200%” is more eye-catching than a vague statement about growth.
  • Keep it concise: Aim for under 70 characters. Remember, many email subject lines are cut off after this point.
  • Include your target keyword naturally: This helps with SEO and immediately tells the reader what your press release is about.

Your headline should be a teaser, not a novel. It should make the reader think, “I need to know more about this!”

2. Nail Your Lead Paragraph

You’ve got their attention with your headline – now it’s time to reel them in with your lead paragraph. This is where you answer the crucial “5 W’s and H” (Who, What, When, Where, Why, and How). Here’s how to make your lead irresistible:

  • Start with the most newsworthy aspect: Don’t bury the lead! Put your most exciting and essential information right at the top.
  • Use the inverted pyramid structure: Begin with the most crucial information and provide supporting details as the release progresses.
  • Keep it concise: Aim for 25 words or less. If you can’t explain your news in a tweet, you might need to refine your message.

A strong lead paragraph might look something like this:

“Tech startup InnovateCo unveiled its groundbreaking AI-powered personal assistant, ‘Zephyr,’ on Monday, promising to revolutionize daily task management for busy professionals worldwide.”

3. Structure Your Press Release for Readability

In today’s fast-paced media environment, your press release needs to be scannable. Journalists often decide whether to pursue a story based on a quick skim. Here’s how to make your release easy on the eyes:

  • Use short paragraphs and sentences: Aim for 2-3 sentences per paragraph. This improves readability and makes your release less daunting.
  • Include subheadings: Break up long blocks of text with descriptive subheadings. This helps guide the reader through your release.
  • Utilize bullet points: Great for listing features, benefits, or related points.

A well-structured press release is not only easier to read but also more likely to be read in full.

4. Include Compelling Quotes and Data

Nothing adds credibility to your press release like well-chosen quotes and hard data. Here’s how to use them effectively:

  • Add quotes from key stakeholders: This could be your CEO, project lead, or even satisfied customers. Make sure the quotes add value and aren’t just fluff.
  • Back up claims with statistics: If you say your product is “revolutionary,” prove it with numbers.
  • Use infographics or charts: These can make complex data more digestible and shareable.

A good quote might look like this:

“Zephyr isn’t just another digital assistant – it’s a paradigm shift in how we manage our daily lives,” said Jane Doe, CEO of InnovateCo. “Our early adopters are reporting a 40% increase in productivity within the first month of use.”

5. Optimize for SEO and Digital Distribution

In 2024, your press release needs to work hard for you online. Here’s how to optimize for both human readers and search engine crawlers:

  • Include relevant keywords: Use your main keyword in the headline, lead paragraph, and sprinkled naturally throughout the body.
  • Add multimedia elements: Images, videos, or infographics can make your release more engaging and shareable.
  • Use hyperlinks: Link to your website’s relevant pages or supporting resources.

Remember, while SEO is important, your primary audience is still human journalists. Don’t sacrifice readability for keyword stuffing.

6. Craft a Powerful Boilerplate

Your boilerplate is your company’s elevator pitch. It’s typically placed at the end of the press release and should succinctly summarize who you are and what you do. Here’s how to nail it:

  • Summarize your mission: What problem does your company solve? What’s your unique value proposition?
  • Highlight key achievements: Have you won awards? Reached significant milestones? Briefly mention them.
  • Include a call-to-action: Direct readers to your website or social media for more information.

Here’s an example:

“About InnovateCo: Founded in 2020, InnovateCo is at the forefront of AI-powered productivity solutions. Our flagship product, Zephyr, has helped over 1 million professionals reclaim their time and boost productivity. Recognized as a ‘Top 10 Tech Startup to Watch’ by TechCrunch, we’re on a mission to revolutionize how the world works. Learn more at www.innovateco.com.”

7. Provide Clear Contact Information

Make it easy for journalists to follow up with you. Here’s what to include:

  • Name, phone number, and email of the media contact: This should be someone who can answer questions about the release.
  • Social media handles: Some journalists prefer to reach out via Twitter or LinkedIn.
  • Availability: Be mindful of time zones and which contact information to use as you set up a meeting with the journalist. There is nothing more stressful than struggling to find a link or phone number one minute before the big interview!

Pro tip: Suggest several availabilities as soon as a journalist expresses interest, so the journalist can simply pick a time (and you can avoid the back-and-forth of scheduling).

8. Time Your Release for Maximum Impact

Timing can make or break your press release. Here’s how to get it right:

  • Research optimal times: Generally, Tuesday through Thursday mornings are good for B2B news. But this can vary by industry, so consider what makes the most sense for your audience.
  • Consider embargoes: For major announcements, you might want to give journalists, or a specific journalist/outlet, advance notice under embargo.
  • Avoid dead zones: Unless it’s breaking news, avoid releasing on Friday afternoons, major holidays, or during typically slow news periods.

The goal is to release your news when journalists are most likely to be receptive and have time to follow up.

9. Distribute Through the Right Channels

Writing a great press release is only half the battle – you need to get it in front of the right eyes. Here’s how:

  • Kick off your campaign by reaching out: Direct outreach via email and phone is the best way to get journalists’ attention. Paid services like PR Newswire can be helpful in creating a permanent link to your news that appears on Google and other websites, but it’s no substitute for one-on-one outreach.
  • Target industry-specific outlets: A niche publication might be more interested in your news than a general news site.
  • Build relationships with journalists: Over time, develop a list of journalists who cover your industry. Personalized pitches can be very effective.

Pro tip: Create a media list and segment it by beat, publication type, and past interest in your company. This allows for more targeted distribution.

10. Follow Up and Measure Results

Your work isn’t done once you hit “send.” Here’s how to maximize the impact of your release:

  • Take note of interest: Once your press release is distributed—if you’ve followed the steps in this guide—you are likely going to have journalists interested in your news. For each opportunity, you want to understand each reporter’s deadline as well as intentions for the story. (For example, is it a feature about you, a round-up of businesses similar to yours, or part of a larger trend story?) Then, schedule the interview!
  • Track key metrics: If you can monitor open rates and click-throughs, this can be useful in determining who to follow up with. If a journalist opened your email multiple times but didn’t respond a gentle follow-up might be appropriate.
  • Identify coverage: Outlets may run your news straight away. Tools like Google Alerts can help you track mentions. Keep track of all mentions and take note of any issues that need to be corrected. Of course, promote your positive coverage.

Summary

Writing a press release that gets picked up isn’t rocket science, but it does require a strategic approach and a dash of creativity. The key is to think like a journalist – what would make you want to cover this story?

By crafting attention-grabbing headlines, nailing your lead paragraph, structuring for readability, including compelling quotes and data, optimizing for digital, and distributing strategically, you’ll be well on your way to creating press releases that don’t just inform, but inspire action.

So go ahead, give it a shot! Make your next announcement the one that skyrockets your name and brand to new heights.