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How, why and when you should use a press release distribution service

By Marjorie Comer

Got questions about press release distribution services?

Prospective clients often ask us about news wire distribution services as part of their public relations campaigns. We find that many companies are using these services incorrectly. If you aren’t using a distribution service the right way, you aren’t receiving the full value of the news release and that could be hurting your brand.

To that end, we created a list of how, why and when your company should use a news release distribution service.

HOW: You should write your news releases in an inverted pyramid style meant for the living room and not for the boardroom. Your company news releases should be attracting your buyer personas to your news – not simply pleasing company executives. There are several types of news release distribution service sites that you can use to publish your news releases. Knowing which one you should use is important to maximize your efforts.

WHY: Use a new release distribution service to make big announcements about your company, such as new product announcements, changes of key executives and new location openings. Ensure your news release includes the elements of news to provide value to your readers.

WHEN: We recommend posting on a press release distribution service on Tuesdays, Wednesdays or Thursdays. In fact, Tuesdays and Wednesdays tend to be the days with the highest number of views to a story. If you’re pitching the news directly to a reporter, then we suggest reaching out before the newsroom's morning planning sessions. The later in the day you wait, the less likely the news will publish that day. Before releasing news, it’s also important to be mindful of when holidays fall so they don’t impact your media relations momentum.

In writing your news release, you should aim to gain reporters’ interest. If reporters aren’t interested, chances are consumers won’t be either.

If you have a company announcement or want to discuss options for your press release distribution – we’re here for you. At Axia Public Relations, we get exceptional rates that aren’t available to individuals and companies. Download our complimentary e-book “Learn Media Relations From the Media” for more tips on increasing your media coverage today.

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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, PR tips, news release, earned media

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