News Wire Release Distribution Doesn’t Guarantee Results

I sent my news release out on the wire and I have only seen a handful of media results. Why is that?

By Jennifer Manocchio

There could be many reasons why you are not achieving the results you expected.

First, it is important to understand the different “wire” services out there. There are the traditional wire services like Business Wire and PR Newswire that distribute your news release to newsrooms across the country. There are online wire services like PR Web that focus on distributing your news release to online news sites, blogs and websites. Finally, there are free distribution sites where you can post your release; however, you get what you pay for with these and in most cases your release is not distributed at all. Rather it just sits on that particular website.

Therefore, you need to select the type of wire distribution you want based on the goals you are trying to achieve. If you are simply writing the news release for organic SEO purposes, then an online wire service like PR Web will be suitable and the free distribution sites can provide a little value as well. If you are looking for media coverage, then you want to be using a traditional service like Business Wire or PR Newswire.

Secondly, the quality of your news release is important. If the release is an advertisement or poorly written, it is not likely to get covered by the media. You may find it on a few blogs or “sblogs”, but that is about it.

Thirdly, while wire services are valuable, your efforts should not stop there. You should still distribute the news release to your media list. This is because the person monitoring the wire for news isn’t likely the reporter you are trying to reach. Also, as with any successful publicity and media relations campaign, it is necessary to pick up the phone and call the media.

A wire distribution service should not be the end all be all to your publicity strategy. A campaign requires much more time and attention to be successful.

Need support getting media coverage? Contact me at jennifer at sweeneypr.com or 910.772.1688.

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