Part II:

To Use or Not to Use a Newswire Service—That is the Question
~Hamlet (I believe he said that)

I promised a riveting Part II to the press release blog. Are you ready? Let’s do this. Now that you’ve taken my incredible advice on press releases, you are now a master at crafting one that packs a punch. The next big decision is how to distribute it. Enter the newswire service. For businesses and organizations aiming to maximize their press release’s reach, newswire services are a go-to strategy. These services distribute your news across a broad network of journalists, media outlets, and online platforms, increasing your story’s visibility and reach. Reputable services like PR Newswire, Business Wire, and GlobeNewswire lend authority to your message and ensure it hits the right inboxes. The added bonus? Increased website traffic and boosted SEO. Plus, these services streamline the entire distribution process, making it easy to monitor results and adjust your strategy.

Pros of Using a Newswire Service:

  1. Newswire services cast a wide net, reaching journalists who are probably already following newswires, media outlets, and online platforms to boost their chances of being picked up.
  2. Press releases distributed via newswires often show up in search results, increasing your brand’s online visibility and driving traffic.
  3. Media professionals trust reputable newswire services, which can translate into added authority for your release.
  4. Newswires are a huge time-saver and automate the distribution process, freeing you from the tedious task of reaching out to contacts one by one. Note: You should still reach out to journalists!

Cons of Using a Newswire Service:

  1. The price tag can be steep, especially for startups or small businesses. Depending on the distribution scope and features, it can range from a few hundred to several thousand dollars.
  2. Just because you use a newswire doesn’t mean your release will be seen by top-tier outlets. A strong, newsworthy angle is still key to grabbing attention.
  3. Journalists are bombarded with press releases daily, and as I mentioned earlier, they are probably following the newswires, so reach out to them anyway! If yours doesn’t stand out, it could get lost in the crowd.

Going the DIY Route – Not Using a Newswire Service:

Opting out of using a newswire can work well for businesses with niche audiences or those looking to form personal relationships with media contacts. Here’s a closer look: 

Pros:

  1. Bypassing the newswire service can save you money. Direct pitching can be especially cost-effective if you have an in-house team or dedicated PR person.
  2. Going direct allows you to customize your message for individual journalists or outlets, ensuring your news reaches the most relevant audience.
  3. Journalists are more likely to open an email tailored to them rather than a mass-distributed release.

Cons:

  1. Time-Intensive: Personalizing your pitches and doing the necessary research takes time and effort, which is (clears throat) why you need a firm to help you!
  2. Narrower Reach: Without the broad network a newswire provides, your release might not get the same level of visibility.
  3. Limited SEO Benefits: Press releases sent through direct channels don’t always have the immediate SEO boost that newswires offer.

So, what’s the best approach?

You need to strike a balance between the two. For many companies, a hybrid strategy works best. For major announcements, we recommended leveraging a newswire’s wide reach and SEO perks. But don’t discount the value of direct outreach for building long-term relationships with key journalists. This combined approach allows you to reap the benefits of both strategies, ensuring your press release doesn’t just reach the masses but also resonates with your most important contacts.

The decision to use a newswire or go it alone ultimately depends on your goals, budget, and the importance of the announcement. If you’re unsure, bringing in a marketing firm for expert guidance can be a smart move. They can tailor strategies to your needs, ensuring your press release gets the visibility it deserves.

Here are some of the most widely used newswire services, along with their websites for easy access:

  1. PR Newswire
    One of the most reputable and widely used services, offering broad distribution and targeting options.
    Website: www.prnewswire.com
  2. Business Wire
    Known for its extensive global reach, Business Wire offers a comprehensive distribution network.
    Website: www.businesswire.com
  3. GlobeNewswire
    A go-to service for businesses seeking to distribute news to media outlets, financial markets, and online platforms.
    Website: www.globenewswire.com
  4. Marketwired
    Specializes in reaching targeted audiences, including the investment and financial sectors.
    Website: www.marketwired.com
  5. Newswire
    A versatile platform that offers distribution services along with media monitoring and analytics.
    Website: www.newswire.com
  6. eReleases
    Geared toward small businesses, eReleases focuses on affordable distribution without sacrificing reach.
    Website: www.ereleases.com

Now that I’ve told you a little about writing a release and distributing it, it’s safe to say that simply crafting a message isn’t enough—you need the right strategy to ensure it cuts through the noise. A firm like ours, with deep PR expertise not only knows how to create compelling press releases but also how to strategically position your news for maximum visibility and impact. From leveraging established media relationships to optimizing your message for SEO, Wood & Co. ensures your story gets the attention it deserves. Why take chances on your brand’s reputation? Let us handle the details so you can focus on what you do best—growing your business!

Ready to elevate your brand’s voice? Let’s talk!