Looking for a cost effetive press release distribution service?
News By Wire is rapidly growing into one of the worlds leading press release services with a growing database of UK, USA, European and Asia-based journalists & news desks waiting for you to share your press release. To make things even better, we offer a cost effective service for press release distribution.
Press releases have long been a staple of public relations efforts, allowing companies to announce new products, executive hires, financial results and more. A well-crafted press release distributed through the proper channels can garner media coverage, raise brand awareness and attract investor interest. However, the costs associated with press release distribution services have left many small businesses and startups wondering if there is a more budget-friendly approach.
According to marketing experts, press releases remain a valuable tool, but today’s digital landscape provides affordable options beyond traditional wire services. With some strategic planning and effort, brands can maximize press release visibility without breaking the bank.
Assessing Your Goals
The first step is identifying your objectives for distributing a press release. Are you simply seeking to inform customers and stakeholders? Hoping for media coverage? Trying to influence search engine optimization? Your goals should dictate your distribution strategy.
If you’re announcing something like a new product line mainly for existing customers, publishing on your website and sharing via social media may suffice. However, if you have news with broader appeal hoping to catch media attention, wider distribution through a newswire service may be warranted.
DIY Distribution
Thanks to the internet, brands can now distribute press releases themselves directly to relevant media contacts through email. While this takes more effort than relying on a wire service, it avoids monthly subscription fees which can run $500 or more.
The key is building a targeted media list. Scan industry publications and local business journals to identify reporters and editors covering your beat. Visit media sites and look for press contact information. Use tools like BuzzStream or Muck Rack to search for journalists by beat and outlet.
With your list compiled, you can use free or low-cost email marketing software to send your release and track opens. Tailor your pitch email with the reporter’s name and why you think the news fits their coverage. Follow up with those who open but don’t respond.
This DIY approach works best for brands with a niche focus that know the media landscape and key contacts. Mass distributing blindly is unlikely to generate results.
Leveraging Existing News Outlets
Many industry trade publications and local business journals accept press release submissions, often for free. They provide built-in distribution to your target audience.
Identify publications your customers and prospects read and check their website for release submission guidelines. Craft your release to align with their editorial focus.
Small business owners can also check if their local Chamber of Commerce offers press release distribution as a member benefit. Some will blast releases out to regional media on behalf of members.
Optimizing for Search
Press releases can help boost search engine optimization (SEO) by signaling your website offers fresh and relevant content. But simply publishing a release on your site won’t maximize impact.
Follow SEO best practices when writing the release, including optimizing title tags and meta descriptions, working in strategic keywords, and integrating links back to your site. Publish the release on a section dedicated to news so it’s indexed separately from other pages.
You can further distribute the release by publishing on free outlets like PRLog and PR.com. Also share snippets on social media driving traffic back to the full release.
Evaluating Paid Newswires
For maximum exposure beyond what you can achieve independently, paid press release and newswire services remain the gold standard. Wire distribution almost guarantees online syndication, and some media outlets only consider news content received through major wires like PR Newswire or BusinessWire.
The downside is cost. A single release can run $500 or more depending on the wire service. Wires tout guaranteed newsroom delivery, but don’t guarantee publication. Weigh the potential benefits versus the costs.
For major announcements with wide appeal, like an IPO, newswires make sense. For news with a narrower focus, you may reach the desired audiences through more targeted outreach.
Alternatively, press release distribution services such as News By Wire offer free and paid news distribution options.
Maximizing Release Potential
How can companies get the most mileage out of press releases? Some best practices include:
- Distribute multimedia: Include images, videos, infographics and other visual assets that make your release more compelling.
- Promote the release: Share snippets on social media, link to it in newsletters and email signature lines, promote it on your site.
- Repurpose content: Turn the release into blog posts, social posts, contributed articles to extend reach.
- Mine data: Study release performance through metrics like open rates, click-throughs, social shares and online views. Refine targeting for future releases.
- Follow up: Don’t stop after distribution. Follow up with media contacts who engaged to build relationships for next time.
The options for press release distribution have expanded exponentially thanks to digital communications. With some strategic planning, brands can maximize visibility and amplify their announcements without overspending. The key is understanding your audiences, monitoring results and experimenting with different tactics to determine what works. Test, learn and adapt to make press releases pay off.
Frequently Asked Questions
What are some affordable alternatives to paid wire services for distributing press releases?
DIY email outreach to targeted media lists, free distribution through industry publications and local journals, and sharing through social media and free press release sites.
How can I maximize the SEO benefits of distributing a press release?
Optimize with keywords, and internal links, publish on your news section, share snippets on social media, and post on free press release sites.
What type of news should be distributed via paid newswire services?
Major announcements with very broad appeal, such as IPOs, mergers and acquisitions, executive appointments or awards.
What metrics should I track to evaluate press release performance?
Open rates, click-through rates, social shares, online views, and media pick-ups or mentions.
How can I build relationships with jornalists after distributing a release?
Follow up with reporters who engaged with your release to say thanks and offer to be a source for future stories on your industry.
