The pros and cons of using a press release distribution service

By Marjorie Comer

Press release services have their upsides and downsides.

Many companies want to see their news releases published on a news wire or a press release distribution services site. Axia Public Relations recommends to its clients that they only publish news releases on a news wire when they have a big announcement – or if they have a comprehensive budget to support the cost of a distribution service.

Your money is better spent on direct, one-on-one pitching and building relationships with reporters. If you’re still interested in using a news wire distribution service, check out these pros and cons.

Pros:

  • You see news and coverage on multiple websites.
  • Some reporters pick up news releases from the wire and they write a story.
  • Sometimes search engine optimization (SEO) is a benefit of a news release distribution, as long as the content is valuable to readers and reporters.
  • If you’re making an international announcement, the service will translate your release.

Cons:

  • News releases published through a distribution platform appear on multiple websites, and Google sometimes penalizes companies for having the exact same content on more than two websites.
  • Due to Google’s ever-changing algorithms, there’s little to no SEO value in using a news wire service.
  • News releases published through a wire may only show up on a website for a short period of time before their direct links disappear.

Instead of using a distribution service, publish a news release to your company’s website in the news section, then repurpose the news release by sharing it socially and raising awareness.

News wires are great for larger companies, like Apple and Disney, who are making big announcements and who have dedicated beat writers focused on those specific brands. Distribution services are OK – better if you hire a PR firm to invest its time and your money in building authentic media relationships. If you’re still interested in using a distribution service, contact Axia today.

Did you know Axia can get better rates from distribution services than you can on your own? Download Axia’s complimentary e-book “Maximizing Your Public Relations Investment” to learn more ways a PR firm can save you money and increase your media coverage.

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marjorie-comer-axia-pr.jpgClients love Marjorie’s work ethic, speed and diligence. She has worked with Axia Public Relations since October 2011. Marjorie graduated from Rockhurst University with a Bachelor of Arts in communication and loves to cheer for her hometown Kansas City Royals. Learn more about Marjorie.

 

Featured image credit: 123rf.com 

Topics: Public Relations, Featured, Press Release

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