Newswires have been around since the 1800’s. This only shows how effective they are in distributing stories in different locations.
What is it like in investing with press release distribution sites?
Wire services are expensive. Companies pay between $100 and $1,000, in order for their story to get in front of the media. The price varies on the features and the level of distribution you want to achieve.
Here are points that you should not expect from distribution services:
- There’s no guarantee that journalists will write your story.
- Don’t expect it to improve your SEO value.
- There’s no sure way that all the reporters under their network can see your story.
It’s true. Distribution services don’t promise media coverage. They only place your story on their site and other locations, so it gets exposed to their network of reporters and news outlets. When they publish your news, it’s officially live on the internet.
If you want to try wire services, you need to choose reputable ones, such as PR Newswire, Business Wire, Newswire or Marketwire. Get as much information and compare the features and benefits to get the most of your investment.
If you are expecting miracles in your SEO ranking, don’t think that a paid service can do this for you. It’s no longer applicable since Google changed its algorithms in 2013.
Since then, including too many links can harm your SEO. Google in particular will treat your site as “spammy” for the questionable links.
What are the differences between the distribution sites?
You have to distinguish the differences between paid and free services. Using distribution sites differ in features, cost and benefits.
You can choose whether to use a paid distribution or a free service, depending on your goals and PR budget. Evaluate your goals, and how much you’re willing to spend to reach your goals.
Do you want to increase your reach, conversion rates, sales or promote brand awareness? This should be clear before starting any PR campaign. Of course, you have to ensure that you get the service that offers the best return-on-investment.
If you opt for paid sites, assess carefully which can provide you the most benefits. Don’t just base your decision on their pricing. Expensive paid sites don’t always guarantee the best results.
Free distribution sites seem tempting right? However, before jumping in their services, analyze whether you’ll benefit from it.
There’s a saying that “you get what you pay for.” Why do you think they are free? It’s possibly because they don’t offer some features, and they don’t provide the benefits that paid sites can offer.
Are newswires effective?
Until today, the question remains to be a big question. However, understanding how they operate can help you decide if you will give it a try or not.
One common mistake is to think that distribution sites can do all the work for companies. Remember that they just publish your news, so that it gets into the hands of many publications and reporters. They aren’t giving you a guaranteed placement in the newspaper or a magazine.
The truth is, most reporters use newswires to get information or to verify facts that they can use in their story. It cuts the time they use to gather quotes or information about a brand or their products.
The media thinks that distribution sites give them a common place to visit. For instance, the links to images, information and infographics provide them instant access to these details. Instead of visiting individual sites, a press release shortens the time they devote for crafting a story.
If you think using a newswire press release distribution service is the way to go to earn publicity it’s not. Using a site doesn’t mean that your news gets automatically seen by their network of reporters. They can only see that if when they subscribe to their RSS feeds.
In short, reporters who don’t subscribe to the feeds cannot view your press release. Pitching is still the best method to gain media coverage. It can be a long haul, but it offers a greater chance of landing a coverage.
When is the best time to use a distribution service?
If you have announcements that include collaboration, acquisitions, awards, milestones and product recalls, using a service can generate you media attention. This is especially effective if you are a big company.
When it comes to smaller type of stories, such as product launches, trade shows or charity works, it is best to target individual influencers, bloggers and journalists. Offer exclusive stories to reporters that gets higher chance of getting publicity.