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A Strategic Approach to Press Releases – Why Distribution Matters

August 7, 2024

Strategic press release distribution is important for reaching your company’s intended audiences effectively and selecting the right wire service is a key part of this. The most suitable platform varies depending on the specific objectives of each release—whether it’s SEO enhancement, media attention, or direct audience engagement. A nuanced understanding of each wire service will enable informed decision-making that aligns well with your PR goals. In this blog post, we’ll explore the pros and cons of different wire services, providing guidance to companies navigating press release distribution challenges.

Primary Goals of Press Release Distribution

Identifying the primary goal for each release helps determine the most suitable wire service. Companies may find it beneficial to use a combination of wire services for their overall PR strategy, tailored to the specific message and business significance of each individual release.

  • Enhancing SEO

Press releases bolster SEO strategies, offering a direct pathway to improving a brand’s online visibility and search engine rankings. With over 8.5 billion Google searches conducted daily, strategically crafted press releases infused with relevant keywords and phrases can elevate a brand’s ranking in search engine results pages. By incorporating targeted keywords that align with the interests and search behaviors of the target audience, brands can optimize their press releases to surface prominently in search results related to their industry, products or services. This strategic approach effectively positions the brand closer to potential customers actively seeking information about relevant topics. 

  • Target Audience Engagement

Other brands prioritize reaching and engaging their target audience beyond the search bar through direct channels. Media organizations are increasingly adopting new strategies to diversify their revenue streams, with some launching their own wire services. An example of this is Industry Dive, which offers DiveWire, a platform providing visibility across its 37 industry-specific publications and newsletters.

DiveWire enables companies to bypass traditional press outlets and deliver their news directly to the inboxes of Industry Dive’s audience. Akin to native advertising, it ensures that company updates and announcements reach their intended recipients without relying on them to seek out the information actively. This direct avenue is particularly effective for content that may be deemed too self-promotional or niche to be covered by mainstream media outlets. 

  • Effective Brand Messaging

Press releases help brands communicate directly with their target audience, providing opportunities to shape and control their narrative effectively. Brands can communicate a wide range of information, including new product launches, corporate announcements, milestones and initiatives. By carefully crafting the content of a press release, brands can ensure that their key messages are delivered in a concise and impactful manner, reaching their intended audience with maximum effectiveness.

Also, press releases enable brands to articulate their priorities and values, helping to establish and reinforce their brand identity. Whether it is highlighting a commitment to sustainability, innovation or social responsibility, press releases provide brands with a platform to showcase what drives them.

High-Priced Wire Services

  • PR Newswire

PR Newswire has a strong reputation in the industry; however, it can be pricey. Distributing a press release nationally with the inclusion of one or two photos can run over $1,500. It is best suited for larger or publicly traded companies that require greater reach and have the funds to invest. For smaller businesses, strategic use of PR Newswire for critical announcements such as funding rounds, product launches, customer acquisitions or big award wins can sometimes be beneficial. 

  • Business Wire

Slightly less expensive than PR Newswire, Business Wire, owned by Berkshire Hathaway, is a reputable choice for mid-to-large-size companies. National distribution through this service costs around 25 percent less than PR Newswire. However, it also charges for photo distribution and offers varied rates based on geography, industry and media type.  This service is often recommended for mid-to-large-size companies or publicly traded entities.

High-Value Wire Services

  • GlobeNewswire

GlobeNewswire, under the ownership of Notified, offers a strong blend of broad distribution and reasonable pricing, making it an ideal choice for businesses of all sizes. Its extensive reach and affordability have made it a go-to platform for companies seeking effective distribution channels for their announcements and updates. 

Bargain Wire Services

When it comes to press release distribution, the adage “you get what you pay for” rings true. While certain wire services may be cheaper, this often means narrower outreach, limiting exposure to reporters and audiences genuinely interested and likely to engage with your content. 

It’s crucial to exercise caution with budget-friendly sites. While they may provide a sense of satisfaction by officially posting your release, the return on investment tends to be minimal. These services often serve more as a checkbox than an effective communication tool, offering little in terms of meaningful engagement or impact.

  • PRWeb (A Cision Company)

PRWeb’s budget-friendly approach offers packages starting at a low $105. 

  • EIN Presswire

With prices beginning at $99.95, EIN Presswire offers distribution through the Associated Press and other news aggregator sites. 

Leveraging Company Blogs

Depending on the objectives and content of the release, hosting it on a company blog can often be the most strategic option. This is particularly true for releases that may be more self-promotional and will not garner much attention from reporters. Hosting releases on a blog can provide added context and supplementary information for potential investors and customers. Additionally, posting on a company blog offers greater flexibility in terms of timing and frequency of updates. 

Why It Matters

It’s worth noting that, overall, wire services do not yield the same results today that they have in the past. With reporters facing increasing responsibilities and time restraints, traditional media outlets are no longer monitoring wire services as they once did. As a result, simply posting a release to a wire service is unlikely to garner press coverage, unless the company is a major player like Apple.

However, this doesn’t diminish the importance of issuing press releases. Despite the changing media landscape, press releases still serve valuable purposes such as establishing a public record of important announcements, enhancing SEO efforts and reaching specific audiences beyond traditional media channels.

At Evergreen & Oak, we understand the evolving dynamics of press release distribution. As a strategic PR partner, we assist clients in identifying the most suitable distribution channels based on their unique news. By guiding clients toward the right distribution channels, we help them optimize their budgets and ensure their messages reach the intended audience effectively.

Let us help you make the most of your PR investment and achieve your communication goals. To discuss your unique PR needs more fully, contact us today!