Deliverability

Deliverability can be defined by the percentage of emails that actually make it to the people you’re pitching. This can be understood not only by having up-to-date email addresses from the media database, but also if the emails avoid the dreaded spam folder. 

While it might be difficult to actually measure and compare a PR outreach tool’s deliverability, it’s something worth asking about.

Follow-up

Following up is a crucial part of the outreach process, but it can be a bit awkward if you’re sending out the third email to somebody and you don’t even know if they received your press release.

Look for a tool that lets you see which contacts received, opened or clicked on a link in your email. Additionally, it should let you filter and segment contacts easily so you can easily follow up to the right people.

Integration with other tools

It’s not a must, but it can help if the outreach tool you choose has other PR tools available.

These can include a press release creator that lets you present your story in a visual way, media monitoring tools to see where you’re getting coverage, or online newsrooms that let you display your company news in one place and effectively tell your brand story.

Examples of PR outreach tools

• Prowly
• Prezly
• Muck Rack
• JustReachOut.io
• AgilityPR

Conclusion

Press releases are an effective way to get coverage for your company. It’s worth putting in the effort to figure out which press release distribution service is best for your business.

Write down what’s important for you and narrow your search down to a few options. Give them a try and see which one works best.

If you’re short on time and don’t want to speak with sales, I recommend starting off with something that offers a free trial, like Prowly, and seeing what you like and don’t like.