Finding the Best Press Release Distribution Service: A Guide

In recent years, the mainstream media has come under fire for distorting the truth, and sowing distrust among the public.

Despite the hubbub, mainstream media outlets are still the go-to option for businesses and organizations to hone their public relations. Press releases have allowed organizations to accurately convey and promote important corporate news.

Whether you’ve released a new product or have a major upcoming event, press releases are the best way to get the word out. But first, you’ll have to find a press release distribution service. However, with so many options, finding the best press release distribution service is easier said than done.

If you’re having trouble finding a press release service for your business, worry not; we’re here to help. Today, we’ll be highlighting a few tips on how to find the best press distribution service for your press releases.

Define Your Target Audience

Before you start looking for press release distribution services, the first thing to do is to define your target audience.

Defining your target audience helps you clamp down on the media outlets that resonate with your target audience. You need a service that’ll help you reach influencers and journalists popular in your particular niche.

Once you define your target audience, determine specific business categories and locations to convey your message. You’ll also have to choose between mainstream outlets serving the general public or trade publications for B2B enterprises. This will help you find a service that will reach your intended audience.

Check the Service’s Features

The next thing you need to look at is what the press release distribution service has to offer in terms of features. Most of these services have two main functions, and they are.

  • Sending the press releases to journalists’ emails
  • Publishing press releases on partners’ news outlets

The above services are standard with most press release distribution services. However, some go beyond and send press releases to social media influencers. Given that over 4.62 billion people use social media, this could work to your advantage.

Other services include search engine optimization for your press release. That way, it’ll appear higher up on search engine results pages. Some services will create an entire website solely for investor and public relations purposes.

However, consider what features and tools the services use to convey their message and reach the appropriate audience. You want a service with data-driven solutions and insights into the best way to reach your specific audience. However, be careful; these extra perks may come at a hefty cost.

Some key features to look for in a press release distribution service include.

  • Interactive content
  • Extra services
  • The ability to add multimedia content

Some providers will allow you to add videos, photos, and audio to your press releases at an extra cost. Services like can help you get your case studies out there to gain public attention. If it works for your case, then go for it.

Check the Pricing

Of course, you want a press release distribution service that you can afford. The price for press release distribution varies depending on the agency you choose. The prices also depend on the type of features and tools the services offer.

That said, you need to find a service with charges that match your budget. Sometimes, being more expensive doesn’t necessarily mean the service will be better. Plus, some services have perks that add no value to your press release.

On the other hand, don’t settle for press release distribution services with meager rates. You’ll likely end up getting what you paid for. The service will publish your press release on publications that no one reads.

The best approach is to find a press release distribution service with reasonable pricing that’s within your budget. Do your digging to find a service that gives you bang for your buck.

The Service’s List of Outlets

It’s vital to look at what kinds of media outlets the service covers. Don’t limit your scope to only media outlets. Also look at what websites, aggregators, and social media influencers are under the service’s wing.

However, in the case of press releases, more isn’t always better. Remember, the press release must reach your intended audience and cover a particular geographical region. Review the outlets in question and see whether they cover your target audience and location.

Be on the lookout for providers that offer guaranteed placements on authoritative news sites. Some of these news sites include Yahoo and Bing, to name a few.

Check Their Customer Support

A provider’s customer support speaks volumes about the kind of service you should expect from the provider. A press release distribution service with proper customer support will hold your hand during the entire press release process. This is especially useful if you’re new to press releases or just starting your business.

First check on the customer support availability, whether they’re available 24/7. Also, check whether they offer editorial and proofreading support. Most providers charge for the extra support, but it’s better than not having it.

You can learn more about a provider’s support by checking out reviews online. For honest and unbiased reviews, consider checking reviews from authority review sites like Yelp or the BBB.

Check the Provider’s Search Visibility

We already mentioned something about services providing SEO as a perk. Well, in the digital age, search visibility is more of a necessity, than an extra. That’s because the first place your audience will go to learn more about your business is the internet.

That said, you want a service that can provide strong search visibility for your business and press releases. Find a provider with a strong domain authority that ranks it higher than other sites on SERPs. This makes it a lot easier for your target audience to find your press releases.

Look at the Service’s Reporting

Naturally, you’d want to know whether your press release reached its intended audience after you sent it out. That’s why you should look for a press release distribution service with proper reporting capabilities to help you gauge the success of your endeavor.

The providers should give you crucial insights into the effectiveness of your campaign. This includes relevant metrics and other actionable information. The service should also show you where your press release appears online and what feedback it got from the public.

Which Press Release Method Should You Adopt?

Press release distribution methods break down into two main types: newswire press release distribution and PR outreach. The best method for you depends on your particular needs and the scope of your target audience. Let’s have a brief look at each of them.


Newswires will distribute your press releases by relaying them to various outlets. These outlets include subscribing news organizations, and newspapers like CNBC, The Wallstreet Journal, and the like. They’re a quick and easy way for companies to get their news to the public.

Some pros of newswires include.

  • They’re a quick way to convey your message to the public
  • They have a wider reach because they use established media networks
  • You don’t have to find journalist contacts to speak to them

While newswires have their advantages, they’re not without their downsides. Some cons of newswires are:-

  • They’re not as effective as most organizations and companies would want them to be
  • They might be a little too pricey for some companies

That’s pretty much all you need to know about newswires for your press releases. Let’s now look at PR outreach.

PR Outreach

PR outreach is a more “manual ” approach to press release distribution. It involves getting in contact with journalists and actual media outlets to publish your press release. However, there are a few tools to help you reach the right people and pitch your press release.

Before computers, you’d have to manually look for journalists and media contacts to reach them. These days, digital tools give you access to a vast database of media outlets, making your work a lot easier. However, compared to newswires, PR outreach takes a lot more effort and is time-consuming.

That said, this method allows you to find journalists or media outlets that suit your specific niche. This makes your press releases more targeted to reach the right people.

Here are a few pros of PR outreach for press release distribution.

  • PR outreach is more effective than using a newswire for most cases
  • You can personalize your press release to reach a particular audience
  • You have more control over the entire process
  • More affordable solution

Just like newsies, PR outreach has its fair share of problems. Some cons of PR newswires include.

  • It can take a lot of effort
  • It wastes a lot of time when looking for a journalist or media house

That said, weigh the pros and cons of each method and choose the best one for your situation. You can always try one, and switch to the other if it doesn’t work out.

Finding the Best Press Release Distribution Service Made Easy

With the information above, finding the best press release distribution service for your business should be a breeze. There are tons of press release distribution services online; make sure you settle for nothing but the best.

For more informative content, make sure you check out the other posts on the site.

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