What is a Press Release Distribution Service?
A press release distribution service helps organizations spread their news announcements to journalists, media outlets, websites, and other relevant audiences. These services act as intermediaries, taking a press release from an organization and distributing it through their established networks.
- Distribution to media contacts: They maintain databases of journalists, bloggers, and media outlets categorized by industry, location, and beat. This helps ensure press releases reach relevant journalists who might be interested in covering the story.
- Newswire services: They publish releases through newswire networks that feed into newsrooms and media monitoring systems. Major services like Business Wire, PR Newswire, and Globe Newswire have partnerships with news organizations and websites.
- Online visibility: Most services post releases on their own websites and partner sites, which can help with online visibility and SEO. They often include features like multimedia embedding, social media sharing, and analytics tracking.
- Targeting options: Organizations can usually select specific geographic regions, industries, or types of media outlets to target, helping reach the most relevant audience for their news.
- Measurement and reporting: Services typically provide analytics showing where the release was picked up, who viewed it, and how it performed across different channels.
The main functions of quality press release distribution services include:
But Not All Press Release Distribution Services Do All the Above
While many press release distribution services promote impressive-sounding features and wide reach, most services, especially the free and inexpensive ones fall very short of these claims. Many services – both free and some charging substantial fees – primarily distribute releases to a network of low-traffic websites that exist mainly to host press releases.
These sites typically have minimal genuine readership and little to no journalistic oversight. They essentially function as content repositories, automatically publishing any submitted releases without review. While companies might receive a report showing their release appeared on dozens or hundreds of sites, these “pickups” often provide little real value since the sites have negligible organic traffic and aren’t monitored by journalists or industry professionals.
Some services misleadingly tout “potential reach” numbers in the millions, but this metric typically represents the theoretical maximum audience across all their partner sites rather than actual views or engagement. Reviews from customers of these services often reveal that their releases generated no meaningful media coverage, leads, or business results.
This issue affects both ends of the price spectrum. Free services naturally have limited reach, but even some expensive providers primarily rely on networks of low-quality sites. Organizations should carefully research potential distribution services, looking for evidence of real relationships with legitimate media outlets and journalists rather than just automated posting to press release aggregator sites.
8 Factors to Consider When Hiring a Press Release Distribution Service
We want to make sure you get value from the time and money you spend writing and distributing your press release. Therefore, we recommend you pay careful attention to whether the service you are considering meets the following critical criteria. Ask yourself?1. Where Will Your Press Releases Go?
When you’re deciding which press release service you are going to use, this is the most important thing to ask yourself.
Your press releases will only be successful if they go to the right places, and are seen by the right people.
Think about what your goals are, so where you want your press releases to go. Then ask yourself if the service has a network of media outlets and contacts that match what you’re looking for.
Can the press release service promote you in the way that you want? Asking yourself these questions will help you to understand what you need from your press release service.
For example:
- If you want to reach the media, then you may want a press release service that includes a press release wire, and separately, has a large mailing list they can target with your press release.
- If you want to build brand engagement, then you may want a press release service that enables sharing on social media platforms.
- If you want to increase your search engine visibility, then you may want a press release service that has high search engine authority.
- If you want to reach potential buyers or customers, then you may want a press release service that has an online distribution service.
Distribution to Newswires
A newswire distributes news and stories to journalists and news outlets. They can then take the stories from the newswire and distribute them themselves.
Newswires are incredibly helpful and powerful because most news outlets don’t have the people or resources to physically cover all news stories happening all over the world.
Therefore, it’s important that you choose a press release service that will distribute your press releases on as many high-profile newswires as possible. This will get you maximum coverage and exposure.
2. Do They Have Expertise?
It’s important to work with an expert press release service. Look for a service that is established, and has released many press releases in a range of services and business areas.
If your business, company, or skills are particularly niche and unique, then look for a press release service that has experience in similar areas.
This means that your press release service will have experience, knowledge, and insight. They will have learned from their previous work and established themselves as trustworthy and reliable sources.
This means that your press releases and distribution are more likely to be high quality and successful.
3. Are They Customer-Friendly?
When choosing a press release service, you want to make sure that they give you the highest quality of service. They should be easy to work with and make your life easier.
If possible, request a demo or a test run of their services before committing to working with them in any long-term capacity. This will give you the chance to see how they operate and decide If it’s right for you.
Consider whether their systems are simple, easy to use, and effective. Is the process smooth and streamlined? Do your information and press releases remain secure?
Also, consider the service’s availability and operation times. Are they available when you’ll likely need them? Can they help you out of office hours, if needed? If there is a crisis, will they be available to help you?
Consider what it will actually be like to work with them and use their systems. If it doesn’t make your life easier, then it probably isn’t the right service for you.
4. What Is Their Capacity?
Similarly, ask yourself about the service’s capacity.
Can they cope with the amount of work that you’d like to send them? Will they be able to handle any unanticipated high demands?
This depends on the service’s resources, as well as the other clients that they are committed to.
These are honest conversations that you should have in your early discussions. Talk to the press release service about what they can realistically achieve, and how that compares to your expectations.
It’s important for both of you to understand the amount of work that is likely, as well as discussing what would happen in times of high stress and demand.
5. Are They Enthusiastic?
Consider how enthusiastic the agency is about securing you as a client. How motivated are they by your ideas?
This is an important part of judging whether the press release service is right for you.
You want to collaborate with an agency in a positive and helpful way. You want to feel like you are both on the same team.
If a press release service is not excited and positive about you and how you could work together, it is probably representative of your future working relationship.
Choose to partner with a press release service that is excited about working with you. They are more likely to work hard with you to achieve success and results.
6. How Much Does It Cost?
Of course, price is an important factor in deciding which service to go for.
A press release service can be an extremely worthwhile investment if they produce high-quality work, distribute effectively to your target audience, and are within your budget.
The results should justify the cost. In other words, you need to make sure that you’re getting more out of it than you’re putting in. This is what makes it a sensible business decision.
Many press release services offer a range of pricing options to suit your budget. So you can find the right package for you.
It’s important to remember that you get what you pay for. It may not always be best to choose the cheapest deal.
Instead, weigh the cost against the benefits offered. Choose a press release service where the benefits outweigh the cost.
7. Do They Have Tracking Tools?
It’s essential to track the progress and success of any public relations campaigns or activities.
Therefore, consider whether the press release service has tracking tools to monitor performance. They should be available to you, and your agency should provide you with regular updates.
That way, you can measure the success of your work. You need to know if it’s working or not. You can then act as needed to improve your results and improve your next campaign or distribution.
Tracking tools also allow you to understand your return-on-investment (ROI). You can then calculate if the cost of the service is worth the results that you are getting.
8. What Do Testimonials Say?
Testimonials and reviews are extremely important when deciding which press release service to use.
Companies should show you some of their previous and existing work. They should also tell you about the companies, organizations, and people that they have worked with.
This will allow you to review their work, and understand their style and quality. This will help you to decide if it’s what you’re looking for.
If a press release service is a good one, there will be plenty of positive testimonials and reviews available. Take a look at the people who recommend them and the type of service that they provide.
If a press release service doesn’t have positive testimonials, then it’s best to avoid them.
Recommendation – Hire eReleases as Your Press Release Distribution Service
If you’re a small business we recommend choosing eReleases for your press release distribution needs because of the following reasons:- 1. Complete National Cision PR Newswire Distribution eReleases is the only press release distribution service that distributes every press release over Cision’s PR Newswire, the premier source media professionals turn to for press release content. By contract, nobody else can offer this service.
- 2. Targeted Distribution eReleases offer targeted distribution options to media from their database of 1.7 million reporters, editors, influencers, and bloggers, allowing businesses to tailor their press release to specific industries or demographics. This precision increases the chances of reaching the right journalists and publications.
- 3. Affordable Pricing eReleases is specifically designed with small businesses in mind, offering competitive pricing and package options. Their focus on cost-effectiveness ensures that small businesses can maximize their ROI on marketing and PR efforts.
- 4. Expert Assistance eReleases provides hands-on customer support and editorial guidance. They help craft effective press releases with a strong focus on compelling content and SEO optimization, which is especially beneficial for businesses with limited PR expertise.
- 5. Proven Results The service boasts numerous success stories from small businesses that have secured media coverage and grown their visibility through eReleases’ efforts. Testimonials highlight their role in helping businesses gain traction.
- 6. SEO and Online Visibility eReleases ensures that press releases are optimized for online search engines, helping improve the company’s search engine ranking and visibility online.
- 7. Transparency and Reporting They provide detailed analytics and performance reports, so businesses can track the success of their press release campaigns and make informed decisions about future strategies.
- 8. Ease of Use Their platform is user-friendly, making it simple for small business owners to create, schedule, and distribute press releases without requiring extensive technical knowledge.
Hiring a Press Release Service
Choosing to work with a press release service can transform your business.
Consider these factors when choosing a press release service, and you should find the right agency for you.
Contact us now to find out more about what a press release service can do for you.