There are also cheap or even free press release distribution services. But generally, you get what you pay for, so keep that in mind.

List of outlets

How many media outlets does the wire cover? This includes news websites, aggregators, media outlets, and news content systems. This will also depend on the pricing plan or geographical scope that you select. More is not always better, although it can increase your chances of getting coverage. 

Additionally, many providers offer guaranteed placements, including all the major news sites—Google News, Yahoo and Bing.

Intended audience

Who should receive your press release? An easy way to segment your audience is by the following:

• Local, regional and national markets
• Multicultural markets (e.g. African-American audiences)
• Specific industries (e.g. automotive)
• International (e.g. European audiences)

Based on who you’re trying to reach, find out what the targeting options are of the service you’re planning on using.

Features

What kind of features and additional services are available for distributing your press release? These can include:

• Customizable, interactive content
• Being able to add multimedia to your press release
• Additional services

Usually these features will be priced extra, but it’s worth looking into them if it makes sense for your business. For example, if you’re writing a press release about a product, choose a provider that allows you to showcase the product in the press release with photos or videos.

Support

Does the provider have a strong customer support team? Look through reviews or ask people that used the service.

Support can include proofreading and editorial support (usually priced extra) or general support related to using the platform. 

And finally, how responsive is support, and are they available 24/7?

Reporting

What kind of reporting does the provider offer?

You want a service that can help you measure the success of your brand’s content promotion and press release distribution efforts.

Reporting should be part of the package, and provide you with actionable information and metrics to gain insights on the effectiveness.