The Public Relations Blog

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.

Many companies want to see their news releases published on a newswire or a press release syndication site.

Axia Public Relations recommends clients only publish news releases on a newswire when they have a big announcement – or if they have a comprehensive budget to support the cost of a distribution service.

Your money is often better spent on direct, one-on-one pitching and building relationships with reporters. If you’re still interested in using press release syndication, check out these pros and cons.

How to grow your brand using a press release

Everything in the world of public relations and communications is changing fast. There are many new tactics, techniques and tools you can use to build mutually beneficial relationships with your public. How does the old-school press release fit in? Some PR pros say it’s dead; others contend that news releases are still relevant in PR today. Here are three reasons why the news release is still an effective marketing tool.

With the new year right around the corner and trade shows filling the calendar, the question of how to best convey your company’s message to the media might be starting to shadow your thoughts. Before that shadow becomes a looming, cantankerous beast, tackle it to dispel the darkness and enlighten everyone with your message.

8 items to include in your company’s online newsroom

Seasoned PR pros may remember printing countless press releases, fact sheets and biographies to include in perfectly curated media kits. Media kits of yesterday were helpful leave-behinds, however, today they’re dinosaurs. Digital media kits – or online newsrooms – are an easy way for media to access key information and assets.

October 30. To most it’s just another day of the year. However, in the public relations and journalism worlds, it’s a day to celebrate. October 30 is National Publicist Day.

(See also: What’s the difference between publicity and public relations? Hint: PR strategists hate when we call them publicists.)

On this day in 1906, well-known public relations pioneer and productivity consultant Ivy Lee wrote the first documented press release.

You have a news release ready to go for your company, and you assume that getting it in the hands of journalists first thing on Monday morning will beat everyone to the punch. However, you should consider which day is best for your news release because there are some days that provide more benefit for your company than others.

Your guide to writing a better news or feature story

When you write a story, your objective is to get the right message to your target audience. If you understand what type of story you’re writing, it will improve your writing and help you reach the readers you want to connect with. There are many kinds of stories. The most common ones are a news story and a feature story. Even experienced writers often confuse the two.

While both types of stories are equally important for your public relations strategy, they’re used in different circumstances. Here are three critical differences between a feature story and a news story.

Your company regularly creates press releases. You, as the PR specialist, spend time researching, writing, crafting the perfect quote and curating the best media list – only to have your release not get picked up anywhere. If radio silence from the media is the norm when it comes to your news releases, it’s time to shake things up a bit. Here are some tips to improve your news releases and media outreach approach.

3 ways to get reporters to cover your company’s news

What’s your company doing to get media coverage?

If the answer is to focus specifically on your company, it’s time to rethink your strategy. It’s not about you; it’s about the journalist.

More importantly, it’s about making the journalist happy.

So, what can your PR department or agency do to get media coverage? It’s simple: Help the journalists do their job, and you’ll get the coverage your company is seeking.

The job of a journalist has never been tougher. With increasing deadline demands and businesses focusing more on information about their own companies, the job of a reporter can be taxing. Journalists need newsworthy ideas, and your job is to make it as easy as possible to get them.

Here are three ways you can get journalists to give you great media coverage for your company: