Emily White 
As a PR agency, a common question we often get from clients is whether distributing a press release over the wire is worth the cost. As with most things in life, the answer is “it depends.” There are multiple factors to consider based on your goals, budget, and team capacity before deciding whether to pay for a wire distribution service.
First, a newswire, such as PR Newswire, ACCESSWIRE, or Business Wire, is a press release distribution service that sends your organization’s press release to a database of journalists and media outlets for a fee. The news outlets then have the option to “pick up” the release and run it on their website – and not surprisingly, in many cases, this process is automated by the publication.
Below, we discuss several pros and cons to consider when deciding if a newswire service is right for your announcement.
Pros
Widespread Coverage: One of the main benefits of distributing a press release via a wire service is the widespread syndication of your release. For example, PR Newswire has a network of more than 4,000 websites and 3,000 media outlets. With the click of a button, your announcement will be shared across hundreds of sites.
For instance, the last release we distributed on PR Newswire was picked up by around 400 news outlets and garnered more than 2,000 release views. This is a significant audience compared to the results that could be achieved by traditional media outreach alone and is great for general awareness building. In addition, because the release will be picked up verbatim, the message can be 100% controlled.
Improved SEO: Due to the widespread coverage discussed above, a newswire service is excellent for improving SEO due to the website backlinks included in the release. In addition to being picked up by news websites, the release will also be posted to search engines, such as Yahoo. These credited sites will help boost your website’s credibility and search rankings.
Key Audience Reach: Another added benefit of many newswire services is the targeting abilities available. In addition to international, national, and regional lists, most services will also offer options to distribute by language, market, and industry. For example, a release could be distributed to specific bilingual publications or the cannabis, energy, health, or tech market.
Cons
Price Tag: The first negative to newswire services is obvious – there are often high prices and fees associated with distribution, making the tactic cost-prohibitive for every announcement.
For example, distribution across PR Newswire’s national list begins at $1,000 for a 400-word news release. Plus, with additional fees for logos, multimedia assets, and additional word count, the service can get costly, quickly.
Quantity, Not Quality: As mentioned, most press releases distributed over the wire are going to result in widespread publication of your press release. However, the wire is not likely to result in a reporter picking up your story for traditional editorial coverage.
If the goal is to secure an earned media placement, with a reporter really digging into your announcement for detailed reporting, including interviews with key spokespersons, the newswire is not the best option. Tailored media outreach is more time-intensive but is also more likely to yield more impactful results.
Overcrowded Market: It is hard to find data about the number of press releases distributed across wire services daily, but it’s safe to say it’s a lot. It is estimated that PR Newswire alone distributes 1,000 press releases daily.
The sheer volume of announcements means newsrooms, reporters, and readers are inundated with content – making it harder for your news to stand out and get the attention of audiences in a highly competitive market.
All that to say, press release distribution services can be a useful tool in your communications toolbelt. We recommend working closely with your public relations or communications team to ensure you’re following best practices for each announcement, such as following the appropriate release format, including website links, and supporting distribution with tailored media pitching.
It’s important to remember that there isn’t a one-size-fits-all approach to public relations. It’s best to think strategically about the goals and objectives of each announcement, and work with your communications team to ensure organizational goals and resulting tactics, are aligned.
For more from the Maven team, check out recent blog posts, including Veronica’s “The Paris 2024 Olympics: Navigating Challenges and Controversies from a Communications Perspective” and Tom’s “A PR Case Study: Jason Kelce’s Retirement Speech.”
Posted In Media Relations, Public Relations