Press release distribution services: Definition, benefits and how to choose

Press release distribution services play a crucial role in helping organizations effectively share their news and announcements with target media outlets and audiences. These services act as intermediaries, leveraging their extensive networks and expertise to disseminate press releases to relevant journalists, publications, and online channels. By understanding how press release distribution works and the key benefits it offers, businesses can make informed decisions about incorporating this powerful tool into their public relations and communication strategies.

What are press release distribution services?

Key functions of distribution services

Press release distribution services provide several critical functions to help organizations effectively share their news. The primary role is to disseminate press releases to a wide network of relevant media outlets and journalists. This broad reach increases the chances of a release getting picked up and generating earned media coverage.

However, mass distribution alone does not guarantee results. Reputable services also offer targeted distribution options to get releases in front of industry or geographic-specific contacts. This ensures the right audiences see the announcement, rather than arbitrarily blasting it out.

In addition to distribution, many services provide value-added functions like search engine optimization to boost a release's visibility in online searches. Some also offer writing and editing support to craft compelling, professional releases. While the core function is dissemination, these supplementary features help maximize a press release's impact and reach, making distribution services an invaluable tool in a communication team's arsenal.

Types of distribution services

Press release distribution services offer several options to get your news out to media outlets:

• Traditional newswire services like PR Newswire, Business Wire and GlobeNewswire have extensive networks of media contacts and can distribute your release nationally or globally.

• Online press release distribution platforms such as PRWeb and PRLog allow you to post your release online for broad web visibility. Many offer SEO benefits to boost your release's search rankings.

• Industry-specific distribution services can target your release to publications and journalists in a particular sector such as healthcare, technology or finance. This ensures your news reaches the most relevant audience.

• Regional distribution options allow you to target media in a specific geographic area, which is ideal if your news has a local angle.

The right mix of distribution channels will depend on your goals, audience, and budget. Many companies utilize multiple types of services for maximum impact and reach.

How press release distribution services work

Submitting your press release

The first step in submitting your press release is to compose a well-written announcement that captures the key details of your news. Be sure to include the who, what, where, when and why to give media a comprehensive overview.

Next, select a reputable press release distribution service. Look for one that offers targeting options to reach the media outlets and regions most relevant to your news. Many services also provide writing and editing support to polish your release before distribution.

Finally, once you've uploaded your press release, the distribution company will send it out over their newswire, delivering it to their extensive network of media contacts. They will also provide reports detailing where your release was published and key metrics like views and engagements. By leveraging the reach and relationships of an experienced press release distributor, you can greatly amplify the visibility of your announcement.

Distribution channels and reach

Press release distribution services utilize an array of channels to disseminate your news to the widest possible relevant audience. The challenge many companies face is getting their announcement in front of the right media outlets and journalists who will find the news interesting and worthy of coverage.

Distribution services solve this problem by leveraging their extensive media databases and industry relationships. They can target distribution by geography, sending your release to national, regional or local media. They can also target by industry or sector, ensuring your release lands in the inboxes of journalists who specifically cover your field.

In addition to traditional media, distribution services also push your news out via online channels. Your press release can be posted on the distribution service's website and delivered via RSS feeds. Many services also offer social media distribution, sharing your news on major platforms to further extend its reach to journalists and consumers alike. By utilizing this multi-channel approach, press release distribution services significantly amplify your news, increasing the likelihood of pickup and providing the broad reach most companies seek.

Tracking and analytics

Press release distribution services offer valuable tracking and analytics to measure the impact of your news after it goes out. Most reputable services provide detailed reports showing key performance indicators.

For example, you can see how many media outlets your release was sent to and how many people potentially viewed it. Click-through rates show the engagement your release generated. Some services also track social media shares and mentions.

This data provides vital insights into what worked well and areas to refine for future releases. Armed with concrete performance metrics, PR teams can demonstrate the ROI of their efforts and make data-driven decisions to continuously improve results.

Benefits and drawbacks of using distribution services

Key benefits for businesses

Press release distribution services offer several compelling advantages for businesses looking to amplify their news and reach:

• Increased reach and visibility - Distribution services send your release to their extensive networks of media outlets and journalists. This broad, targeted dissemination increases the odds your news gets seen by the right audiences.

• Time and resource savings - Researching media contacts and manually distributing releases is hugely time-consuming. Outsourcing to a distribution service frees up your PR team to focus on content and strategy instead of administrative tasks.

• SEO advantages - Online distribution often includes SEO enhancements like keyword tagging and links back to your site. This boosts your release's search visibility and drives traffic.

• Detailed reporting - Most services provide analytics on views, engagement, and pickup to quantify your results and guide future efforts. Access to this data and insight is extremely valuable.

By leveraging the reach, efficiency, and expertise of a distribution partner, businesses can cost-effectively spread their news to target markets while saving time and accessing performance data to continuously refine their approach.

Potential drawbacks to consider

While press release distribution services offer many benefits, there are some potential drawbacks to keep in mind. Cost is one key consideration. Comprehensive distribution across major wire services and media outlets can get expensive, especially for startups or small businesses on a tight marketing budget.

Lack of personalization is another issue. Mass distribution of a generic release may not allow for targeting of key journalists or publications most relevant to your news. Building personal media relationships is still important.

Finally, press releases alone may get lost in the shuffle. Even with broad distribution, there's no guarantee of pickup or coverage. A multifaceted approach that complements press releases with other PR and marketing tactics is often necessary to truly break through the noise.

So while press release distribution services can be a valuable tool, it's important to weigh the potential limitations and use them strategically as part of a bigger picture PR plan.

Press release distribution services play a vital role in amplifying your news and reaching target audiences. By leveraging their extensive networks, industry expertise, and value-added features, these services can significantly boost the impact of your announcements. While potential drawbacks like cost and saturation exist, the benefits of increased visibility, media attention, and SEO advantages often outweigh them. Ultimately, integrating press release distribution into a comprehensive PR strategy, alongside tactics like media relations, can optimize results. Platforms like Wiztrust offer an all-in-one solution to streamline PR management, from distribution to CRM, helping you effectively engage audiences and maximize media coverage.