Despite a growing distrust in the mainstream media over the last few years, consumers still view press coverage as the most trusted source of information. This is why public and private businesses continue to believe in the power of public relations (PR) and routinely send out press releases to journalists in hopes of building credibility.
While most journalists still prefer to receive customized, one-on-one emails, one in five will still check news tips sent via press release distribution services or newswires. Newswires enable businesses to distribute news stories to a large, targeted audience of journalists and public influencers at a price. These tools are relatively quick and easy to use. PR pros and newbies alike can utilize these services to help scale their comms operations.
How to choose the best press release distribution service
With so many choices out there, finding the most suitable one for your business can be a challenge. Here are some factors to consider:
1. Target audience
The first thing you need to know is whether the service can help you reach journalists and influencers who create content for your target audience in a specific location. Pay attention to the business categories and locations that you can reach with the tool in question.
Another thing to look at is whether you’re aiming to get coverage from specialized, trade publications (often B2B-focused media) or mainstream, consumer-focused media outlets. Most press release distribution services cater to the latter, and thus not all can help in terms of reaching a specific business audience in a given niche.
Most press release distribution services offer two core functions: sending out the press release to journalists’ inboxes and publishing the press release on official partners’ news outlets and blogs. Some newswires provide extra features such as sending out the release to social media influencers, the ability to make your release appear high on Google’s search results, and even website creation for your company’s investor relations arm.
Be advised, some newswire services ask for a premium if you want to upload photos, videos, and audio content into the press release. Finally, you should also consider the tool’s reporting features. What kind of data and insights can it provide to measure PR success?
Press release distribution services have massively varied pricing plans. Further, each service may charge extra for features that go beyond the core functionality of distribution. For first-timers, we recommend opting for a no-frills service with transparent pricing and no surprises.
5 recommended press release distribution services
Here is the list of five recommended press release distribution services, in no particular order.
This tool is quite versatile, as it offers press release distribution service for both the US and international markets. The lowest tier starts from US$199 and targets hundreds of US-based media outlets. In contrast, the higher tiers will allow for a wider geography target and utilize third party services like PR Newswire and AP Newswire.
Firms looking to push their financial news might want to try Newswire’s ‘financial package,’ which zeroes in on global finance media outlets. Newswire also transparently provides a wide range of discounts for bulk purchases.
Presswire is quite a comprehensive tool and provides modular pricing points. PR teams can distribute press releases to journalists in specific B2B or B2C industries across North America, Europe, and Asia. Presswire claims to have more than 850,000 media contacts worldwide, which are updated each week.
The newswire service also offers other functions at additional costs, such as access to a journalist database, translation service, media monitoring, and news syndication. The tool’s press release tracking feature is also quite handy. It tracks which journalists open and spend more than four seconds reading the email.
This tool may be suitable for businesses looking to send press releases in multiple languages across specific locations. Presswire charges US$250 for distribution in one region and an additional US$250 for media monitoring.
3. Linking News
This tool provides news syndication services on more than 600 US sites, including ABC, NBC, FOX, CBS network, and Bloomberg. A unique selling point of Linking News is its ability to distribute ‘white-label’ releases, which means that agencies can insert their own logo to distribute news for their clients. Press releases, in general, won’t have the Linking News’s branding on it.
Businesses looking to distribute generic B2C press releases for a US audience can give this a go. The pricing starts from US$159 for more than 100 site syndications.
This is another tool best suited for press release distribution in the US. Send2Press can distribute your press release to more than 5,000 daily media outlets in the US, as well as guarantee text-only syndication on a minimum of 200 sites like APNews, Apple News, and Google News across 193 news categories.
Send2Press’s unique offering comes in the form of a focus on the US market. It can offer more affordable rates if you’re looking to push the news in specific US states. All plans include free proofreading and AP style verification services.
The specific state distribution will cost you US$99. Send2Press will distribute the news nationwide with the help of Cision’s PR Newswire services for US$549.
This is another tool that has partnered up with PR Newswire for the US market. At its most affordable option (US$299), eReleases will distribute your press release via PR Newswire, as well as send out emails to its own journalist database. With this plan, the service guarantees a minimum of 90 media syndications. eReleases has more premium plans that guarantee more media placements, longer press release word counts, additional use of AP Newswire, and wider journalist inbox reach.
eReleases takes pride in its journalist database, comprising more than 100,000 contacts, with a 94% email delivery rate. Businesses looking to harness the power of multiple newswire services and the eReleases database might want to give this a shot.
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