In a 2024 survey of over 3,000 journalists, 74% recognized press releases as the content they most wished to receive from public relations professionals (Investopedia). Press releases can reach over 100,000 media outlets in over 160 countries. With the best press release services, you can reach your target audience to keep them engaged with your brand.
Choosing the wrong press release service providers, however, could limit your reach. Not sure how to choose the best press release distribution company for your industry? Read on to discover our effective tips to streamline your search!
Outline Your Goals
Before researching the best press release distribution services, consider your goals. Determine if you want to prioritize:
- Generating brand awareness and recognition
- Creating engaging content
- Appearing in reputable publications
- Building brand credibility
- Increasing website traffic
- Reaching a specific audience worldwide
- Generating conversions (leads and sales)
- Improving search engine rankings
Establishing specific goals can help you find a press release company capable of accomplishing those goals. You can prioritize finding a company that offers the distinct services you need to ensure your success.
As you research each press release company, determine if they can accomplish your goals. Learn as much as you can about their media database.
For example, eReleases is a national newswire distribution service that reaches all major news outlets. Through the Cision PR Newswire Network, we can distribute press releases to over 550 news content systems, 3,000 newsrooms, and 4,500 major news websites. Our media database exceeds 1.7 million contacts, including over 700,000 bloggers and social media influencers.
The best press release service providers will have an extensive network of journalists and media outlets at your disposal. They can hand-select journalists most likely to respond to your press release. With the best services, you can expand your reach and accomplish your business goals.
Consider Your Audience
Before selecting between press release service providers, consider your target audience. Define the media outlets, journalists, and consumers you want to reach.
Determine if the press release distribution company has connections with:
- New content systems
- Media outlets
- Aggregators
- News sites
- Influencers
Ask if they can guarantee placement with major news sites. Their professional connections will ensure you reach your target audience.
Define the consumers you want to reach based on demographic and psychographic data. For example, you may segment customers based on:
- Multicultural markets
- Industry niches
- Pain points
- Online behaviors
- Shopping behaviors
- Location
- Interests
- Hobbies
- Age
- Gender
- Careers
- Household income
- Education
- Marital status
Confirm that your customers engage with these media outlets. If not, you won’t reach your target audience, making it more difficult to accomplish your goals.
Find Experienced Press Release Service Providers
Determine how long each press release distribution company has offered services. Choose a long-established business with years of industry experience. You can leverage their professional connections and expertise to accomplish your goals.
A new press release distribution company may lack these connections. They could make costly mistakes when drafting and distributing your press releases.
Instead, choose a company that has refined their work over time. Their years of experience can help you avoid costly mistakes. You can rely on their expertise to create an effective press release writing and distribution strategy.
An experienced company will already have an efficient, effective process, saving you time and money. Ask about their services and the process they follow. Determine what sets them apart from other companies, such as:
- Superior news wire coverage
- Press release writing and creation
- Editorial review services
- Detailed reporting and engagement tracking
- Audience targeting
Choose a team of editors who are trained in journalism. Their expertise will ensure your press releases are written properly. Otherwise, media outlets may refuse to publish your press releases, limiting your reach.
Determine how many edits you’re allowed for each press release. Choose a company that will ensure you’re satisfied with the end product. They’ll maximize your time and ROI.
Look for a company that can handle every step of the press. You can save valuable time by leveraging their relationships with media professionals. They’ll target the right audiences to ensure your news releases reach your ideal customers.
Review Industry-Specific Press Releases
Determine if the company has experience helping companies within your industry niche. Ask if you can read some of the industry-specific press releases they’ve written in the past.
Reviewing their work will help you confirm they’re capable of meeting your standards. If the writing doesn’t meet your expectations, remove that company from your list.
Ask the company if they have case studies that demonstrate their ability to accomplish a client’s goals. Their case studies may indicate the press release’s reach, engagement, and other metrics. Choose a company that can prove its capabilities.
Look for Additional Features
The best press release distribution company will go above and beyond to benefit your business. Look for a company that offers additional services. These may include:
- Press release writing and editing
- Press release distribution
- Search engine optimization (SEO)
- Multimedia creation and integration
For example, can the company create multimedia to accompany your press release? Press releases with multiple images generate six times more engagement (Fit Small Business, an industry editorial site).
Adding images to your press releases can encourage readers to remember your content. Over 50% of the information our brain processes is visual. About 67% of journalists say images and photos related to a story are more helpful than infographics, videos, social media posts, and surveys.
SEO will help your press releases rank higher on search engine result pages. Higher rankings can help you generate brand visibility, website traffic, and leads.
As your press releases are published on media outlet sites, you’ll generate backlinks. These links direct readers on other sites to your company’s website. Generating backlinks can improve your domain authority, traffic, and organic rankings.
As your rankings improve, you can reach new customers. Ranking ahead of competitors will boost your brand’s credibility, leading to brand trust and loyalty.
Ask the company about current trends that are affecting their industry. They may mention:
- Enhanced multimedia integration
- Increased focus on social media distribution
- AI-powered services
If they’re unaware of these trends, continue your search. Choose a company that will keep you ahead of your competitors.
Finding a company that offers extensive services will save you valuable time and money. You can rely on one professional team for everything you need.
Gather Referrals
Ask each press release distribution company for client testimonials. Reading reviews from the company’s previous clients can help you find a reputable team. These companies will stake their services on their well-established reputation.
Look for comments about the company’s product quality, professionalism, and responsiveness. For example, did the client have a difficult time reaching the company to make changes? Choose a company that’s dedicated to its clients.
You can find more reviews on the company’s Better Business Bureau and Google Business profiles. If the company has a history of negative reviews, remove them from your list of options. Choose a company you can trust with your press release needs.
Consider Their Schedule
Determine how long the company will take to write, edit, and distribute your press releases. Remember, an experienced team will have an efficient process in place. If they’re incapable of meeting your deadlines, remove them from your list.
Ask the company if they have a strong customer service team. Their support will ensure you have help when you need it. If there are issues with your press release, you’ll have peace of mind knowing a solution is a call away.
Ask for Analytics
The best press release distribution company will offer proof that their services are accomplishing your goals. Choose a company that offers reporting services. Determine what metrics they track, such as reach and engagement.
Only 20.7% of public relations professionals report feeling comfortable using data and analytics (social media management platform Sprout Social). If the company doesn’t offer analytics, continue your search. Access to this data will help you make actionable changes to your press release strategy.
Compare Press Release Pricing
Before choosing between press release service providers, determine your budget. The PR industry spending in the US reached $6.6 billion in 2021 (Truelist, a market analytics company). A single press release can cost between $400 and $2,000.
Compare services between three press release distribution companies on your list. Ask what’s included with each service as you compare their pricing.
Their press release packages may include:
- Custom national distribution
- Newswire distribution direct to editorial desks
- Search engine optimization
- Unlimited hyperlinks
- Visibility reports
- 2-tier editorial process
- Word count
- Industry target lists
- Local saturation
- Influencer lists
- Images
- Embedded images or YouTube videos
- Proof of distribution reports
- Press release writing
- International distribution
Pricing may differ based on each company’s media outlet reach. Choose a company that will distribute your press release to the right outlets and journalists. These companies are more likely to accomplish your goals.
Find the Best Press Release Services Today
The best press release services can help your company reach new audiences. Use these effective tips while vetting press release service providers. Choose a company capable of accomplishing your goals with high-quality services.
Look no further for effective press release writing and distribution services. Ereleases reaches all major news outlets through the largest newswire service for press releases.
Trust our unmatched targeting, effective writing services, and detailed reporting. Contact us now to place your first order!