The first goal of any news announcement is to disseminate it to the broadest audience in an efficient manner, which is why newswire services have been a de facto choice. Newswires provide a way to distribute news to a vast network of reporters, potential investors, buyers, and others.
However, as with any tool, there are benefits and drawbacks, and not every news announcement necessitates a mainstream wire release.
Newswire Benefits
Newswires make your news release readily accessible to a broad range of reporters and media outlets since they not only go directly to newsrooms but also ensure the release shows up on Google searches—important since many journalists have turned online to find stories they wish to cover.
Newswire content is also indexed by online search engines quickly, leading to a faster and greater appearance in search results. Most releases placed on the wire appear within hours of publishing.
Further, since these releases appear “as is,” inserted backlinks are included, helping you to control where the reader goes and driving more traffic to your website.
Newswire Limitations
Unfortunately, there is no guarantee that every media outlet or reporter will cover your newswire-placed content. Not only are journalists having multiple newswire stories coming into their newsroom, but they’re also being personally pitched, with some industry media receiving 20 to 30 cold pitches per day and many national media receiving hundreds of daily PR emails.
In reality, press releases accompanied by personalized pitches tend to enjoy much higher odds of coverage, which isn’t to say you can’t do both—newswire placement to all media outlets on your radar with personalized pitches to top-tier press.
Another Potential Limitation: Cost
Utilizing newswire services can also get expensive, especially for smaller B2Bs and startups with tighter budgets. Prices vary based on the newswire chosen, the level of reach required, release length, and other aspects.
Determining pricing for some wire services can get a little complicated, with the actual cost for better-known services running from a couple of hundred dollars to several thousand. There are also various pricing models, including pay-per-release, subscription-based plans, or tiered pricing based on distribution reach.
Which Newswire Should I Use?
Arguably, the most notable newswire services are PR Newswire and Businesswire, both of which offer an expansive reach as well as tracking and reporting capabilities to gauge ROI. Other popular choices include EIN Presswire, PRWeb, and GlobeNewswire.
There are also several low-cost and no-cost newswire service options out there, which can be useful for less significant announcements and will still get your news indexed by Google and other search engines, although they won’t carry the same newsroom clout or reach.
However, the question remains as to whether you should use a newswire service at all. The following types of news are typically best suited for mainstream newswire distribution:
- Hard news such as major product or service announcements that are likely to generate buzz and attract potential customers
- Stories with strong tie-ins to key industry trends
- Corporate milestones, such as M&As, major awards, or rebrands
- Financial data, especially if your business or industry requires disclosure
Less non-newsworthy content such as minor product upgrades, as well as overly promotional content (i.e., sales pitches masquerading as press releases) probably isn’t worth newswire placement. The deciding factor is determining how much you believe your news will be of interest to media or other key audiences such as potential investors or buyers that you aren’t reaching by more direct means.
Bottom line, if your news is significant, or if you have disclosure requirements, getting it in front of the right audience is paramount. Newswire placements offer numerous benefits, including wider reach, credibility, and timely news distribution. However, it’s crucial to be mindful of the costs involved and understand that not all news is suitable for such distribution.
If you’re looking for assistance in getting the most coverage for your next press release, contact us today. Our media relations professionals and content writers can offer the best strategy (including wire services) based on your news, your desired audience, and more.