Alexis Kestler
Press releases are an essential part of any public relations strategy. They allow companies to share important news and announcements with the media, customers, and other stakeholders.
While press releases used to be sent solely to journalists at newspapers, magazines, TV stations, and radio stations, the internet has dramatically expanded distribution opportunities.
Today, a well-written and targeted press release can achieve widespread online visibility through:
- News websites
- Industry publications
- Blogs
- Social media
- Search engines
This expanded distribution is invaluable for improving brand awareness, website traffic, and search engine optimization.
However, successfully distributing press releases requires using a reputable newswire service. These services have the media contacts and technology to get your news in front of the right audiences.
In this comprehensive guide, we‘ll explain what press release distribution services are, their key benefits, and the top options to consider for your public relations needs.
What Are Press Release Distribution Services?
A press release distribution service, also known as a wire service or newswire, distributes press releases to their media contacts. This includes journalists, news outlets, websites, and other publishers.
The best distribution services have large databases of media contacts across print, online, TV, radio, and more. When you distribute a press release through them, it has a much higher chance of being picked up and published by relevant media outlets.
In addition to media databases, many services provide other benefits, such as:
- Writing and editorial assistance
- Multimedia options (photos, videos, infographics)
- Social media sharing
- Online newsrooms
- Integration with major search engines
- Campaign tracking and reporting
Overall, the right distribution service makes it much easier to get your press releases noticed by those who matter most. Increased media coverage results in greater brand awareness, website traffic, lead generation, and sales.
Benefits of Press Release Distribution Services
Here are some of the key advantages of using a press release distribution service:
Increased Reach
Distribution services have thousands of media contacts. They can blast your news to a much wider range of publishers than you could reach on your own. This multiplied reach is invaluable for increasing awareness.
Improved Online Visibility
Many services publish press releases on online news sites and/or feed releases into top search engines like Google News. This makes it easier for your releases to be found and shared online.
Media Relationships
Experienced services have longstanding relationships with journalists, bloggers, and other publishers. This makes them more likely to give your releases due consideration and coverage.
Social Media Distribution
Leading distribution providers integrate with top social networks like Twitter, Facebook, and LinkedIn to share press releases. This expands visibility enormously.
Full Reporting
You‘ll receive detailed analytics on press release views, clicks, social shares, and more. This reporting helps you assess the ROI of distribution and refine future releases.
SEO Benefits
Well-written releases with multimedia and backlinks to your site can positively impact search engine results. Quality links also strengthen your domain authority over time.
How to Choose the Best Distribution Service
With so many wire service options out there, it can be challenging to identify the best one for your needs. Here are key factors to evaluate:
Industry Focus
Look for services that allow you to target media contacts by specialty, beat, or industry. For example, tech journalists vs business journalists. This tailoring ensures better relevance.
Media Database Size
The larger the contact database, the wider your potential reach. Look for services with 50,000+ media contacts across print, online, broadcast, and social media.
Multimedia Options
Adding photos, videos, charts, or other visuals to your press release increases engagement. Look for a service that allows multimedia embeds.
Analytics and Reporting
Robust reporting helps you measure and optimize distribution. Look for view counts, click metrics, social shares, and backlinks.
Budget
Prices vary based on distribution options and volume discounts. Look for packages that fit your budget and needs. Monthly subscriptions or pay-per-release models are common.
Reputation
Check reviews and talk to past clients to evaluate customer satisfaction. An established, respected service is best.
By weighing these key criteria, you can zero in on the press release distribution services that best match your public relations goals.
14 Top Press Release Distribution Services for 2023
To help you find the right wire service, we thoroughly researched the top options for press release distribution.
Here are 14 of the best services available this year:
1. PRWeb
PRWeb has been a leading press release distribution platform for over 25 years. It‘s part of Cision, one of the largest PR and earned media software companies.
Key features include:
- Distribution to over 30,000 media contacts
- Packages for all budgets, from DIY to full service
- Multimedia press release options
- Broadcast news monitoring
- Social sharing integrations
- SEO optimization tools
- Comprehensive analytics and reporting
Packages start at $99 per release. Volume discounts available.
2. Business Wire
Business Wire is one of the largest commercial wire services. They work with leading global brands to deliver press releases worldwide.
Key benefits include:
- Patented NX technology for rapid, simultaneous news distribution
- Media database with over 200,000 contacts
- Support for 20 languages
- Multimedia press release options
- Translations services for global reach
- Social media monitoring and sharing
Packages are customized and priced based on your needs.
3. PR Newswire
PR Newswire provides press release distribution solutions for businesses of all sizes. They offer both do-it-yourself and done-for-you options.
Key features include:
- Global distribution network with over 1 million influencers
- Multimedia press releases with embeddable visuals
- Real-time social sharing and search engine promotion
- Custom article tags for better SEO
- Comprehensive analytics on views, clicks, and engagement
- Translation services for global distribution
Packages start at $400 per release. Volume discounts available.
4. PRDistribution.com
PRDistribution.com makes press release distribution simple, fast, and affordable even for startups and small businesses.
They offer:
- Packages starting at just $49 per release
- Direct email delivery to 85,000 opt-in journalists
- Guaranteed posting on 300+ news sites
- Social media sharing (Twitter, Facebook, LinkedIn)
- Multimedia press release options
- Complete performance reports
It‘s an easy and budget-friendly way to gain media coverage.
5. PRWeb Direct
PRWeb Direct provides affordable, do-it-yourself press release distribution starting at $99 per release.
Key features include:
- Direct email delivery to over 30,000 media contacts
- Guaranteed posting on Yahoo Finance, Associated Press, and 400+ news sites
- Social media publishing and metrics
- Search engine optimization
- Multimedia press release options
- Performance reports
It‘s a simple, low-cost solution from an established provider.
6. PRLog
PRLog has offered free press release distribution since 2004. They provide a scaled-down but still helpful set of features for no cost.
Free features include:
- Distribution to their database of journalists, bloggers, and news sites
- Social sharing integrations
- Embedding multimedia like images and YouTube videos
- Basic analytics, like release views and click-throughs
For $99 per release, you also get direct email delivery, guaranteed publishing, and more detailed analytics.
7. eReleases
eReleases specializes in helping small and midsize businesses gain media coverage through press releases.
They offer:
- Affordable distribution packages starting at $299/month
- Direct email delivery to 85,000 opt-in journalists
- Guaranteed posting on news sites like Yahoo! and MarketWatch
- Social sharing and search engine promotion
- Multimedia embedding
- Campaign performance reports
eReleases also provides complimentary press release writing.
8. PRZoom
PRZoom is an easy-to-use press release service with affordable rates and good support.
Key features include:
- Distribution packages starting at $89 per release
- Direct email delivery to 85,000+ journalists
- Guaranteed publishing on 300+ news outlets
- Social sharing integrations
- Multimedia press release options
- Campaign performance reports
Overall, it provides solid reach and visibility at a reasonable price point.
9. PRUnderground
PRUnderground offers press release distribution with a focus on transparency and Google News integration.
Key highlights:
- Packages start at just $49.99 per release
- Distribution to 80+ news sites and Google News
- Social sharing on top networks
- Multimedia embedding
- Keyword analysis for better SEO
- Detailed performance reports
It‘s a budget-friendly option worth considering.
10. PRFire
UK-based PRFire provides international press release distribution and PR services.
They offer:
- Packages starting at £59.99 per release
- Direct email delivery to 75,000 journalists
- Guaranteed posting on 300+ news sites
- Social sharing and search engine optimization
- Multimedia press releases
- Campaign performance reports
PRFire makes it easy for companies worldwide to gain media visibility in relevant English-language outlets.
11. PR.com Press Release Distribution
PR.com helps businesses increase their visibility through press releases syndicated to their media network.
Key features include:
- Over 1 million monthly visitors to leverage
- Packages starting at $99 per release
- Direct email delivery to 85,000+ journalists
- Guaranteed posting on 300+ news sites
- Social sharing integrations
- Multimedia press release options
- Performance reports
Overall, it provides ample reach and publicity.
12. SBWire
SBWire makes it easy for small businesses, agencies, and marketing teams to distribute press releases.
They provide:
- Budget-friendly packages starting at $59/month
- A database of 85,000+ media contacts
- Posting on 300+ news sites
- Social sharing integrations
- Multimedia press release options
- Campaign tracking and reporting
SBWire is a reasonably priced solution for gaining media visibility.
13. Newswire.com
Newswire.com provides press release distribution solutions for public relations teams and agencies.
Key features include:
- Media database with 1+ million influencers
- Direct email delivery and guaranteed publishing
- Social media sharing and integration
- Multimedia press release options
- Campaign analytics and reporting
- Dedicated account management
Newswire.com offers both DIY and done-for-you distribution services, starting at $400 per release.
14. GlobeNewswire
GlobeNewswire is one of the world‘s largest press release distribution networks. They offer multimedia distribution solutions worldwide.
Key capabilities include:
- Patented distribution technology
- Expansive media database with 1M+ influencers
- Social media monitoring and sharing
- Translation services for global reach
- Comprehensive analytics on views, clicks, and engagement
- Media contact database and online newsrooms
Contact GlobeNewswire to discuss custom solutions and pricing.
How to Write an Effective Press Release
While press release distribution services get your news in front of the right publishers and audiences, crafting a compelling release is equally important.
Here are some tips for writing better press releases:
Have a Clear Objective
What do you want readers or the media to do after reading your release? Visit your site? Attend your event? Understand your brand? Have a specific goal in mind.
Write a Catchy Headline
Summarize the core news value in your headline. Be descriptive yet captivating. Powerful adjectives help.
Structure Your Release
Open with a brief paragraph clearly summarizing the news. Then provide details, quotes, multimedia, etc. End by recapping the announcement.
Follow Journalistic Style
Write concisely and objectively like it‘s an article. Avoid overly promotional language. Third-person writing is best.
Quote Experts
Include quotes from company spokespeople or industry experts to provide credibility and color.
Localize Your Release
If distributing locally, include geographic details, stats, and other local context to interest nearby media.
Optimize for SEO
Use relevant keywords, internal links, outbound links, alt text on visuals, meta descriptions, etc. This helps search visibility.
Following these best practices will help you craft press releases that resonate with the media and their audiences.
Press Release Distribution FAQs
Here are answers to some frequently asked questions about press release distribution services:
How much does press release distribution cost?
Costs vary but expect to spend around $400 to $500+ per release for full distribution services from a major provider. Smaller services may charge $100 to $300 per release.
How long does distribution take?
Turnaround times are typically 24-72 hours but can vary by provider. Some offer expedited distribution for an additional fee.
What results can I expect from distribution?
Quality distribution should achieve online news publishing, social media sharing, increased website traffic, and greater brand awareness. Most providers offer reporting to quantify results.
Is press release SEO worth it?
Well-optimized releases with links back to your site can positively impact search rankings and traffic over time. But distribution mainly aims to achieve PR visibility rather than organic SEO.
Should I just post releases on free sites?
While free posting can help, paid distribution achieves much wider reach and visibility through media relationships, email delivery, and search engine promotion that DIY options lack.
How often should I send press releases?
Most experts recommend distributing releases on a regular cadence, such as monthly or quarterly. This maintains visibility rather than only releasing sporadically when you have major news.
Choose the Right Press Release Distribution For Your Business
Press releases remain an invaluable tool for public relations. But achieving real impact requires working with an established distribution service.
Take time to evaluate your budget, needs, and target audiences when choosing a provider. Pay for the level of service and reach that best fits your goals and business scale.
With the right press release distribution platform, you can gain media visibility, website traffic, leads, and brand awareness. Implementing a regular cadence of optimized, well-targeted releases will gradually amplify your PR efforts over time.
