Press release distribution services are tools that allow you to send press releases to a large, targeted audience of journalists, social networks, bloggers, influencers, and traditional or digital media outlets, either automatically or manually.
There are two main types of press release distribution services:
- Automated press release distribution services[4] (often referred to as newswire or just “wires”)
- Manual press release distribution services[5] that give you the tools to effectively pitch your story to the media by yourself via PR outreach
Usually, people have the first one in mind when they hear “press release distribution”. Both have their pros and cons, but the general consensus among PR experts is that media outreach—although more time-consuming—is the way to go if you want better results.
Nonetheless, wire services have their purpose and remain a long-standing and popular choice for press release distribution.
This guide covers how to choose the right distribution model and the best press release distribution service for your needs.
I’ve divided this guide into three parts:
- Choosing the best distribution method[6]
- Choosing the best press release distribution service (newswire)[7]
- Choosing the best PR outreach tool[8]
Choosing the best method for distributing your press release
First of all, why bother distributing a press release?
Press releases are a great way to get media coverage; in turn, this lets you increase exposure for your brand and reach new audiences. Plus, it’s cost-effective compared to paying for advertising.
Secondly, should you use press release distribution services?
If you specifically have “wire” services in mind—it depends. I’ll go into detail about this in the section below.
However, if you’re thinking about any kind of press release distribution software or services, including PR outreach tools, then you should (in my opinion).