What is the best way to distribute my press release?

In the world of public relations, the way a press release is distributed can significantly impact its reach and impact. Two common methods of distribution are using a skilled public relations firm and using a self-published agency service. Understanding the differences between these approaches can assist firms make informed decisions that align with their communication goals.

When it comes to growing your enterprise and increasing your ROI, go with the pros. If you’re looking for something you’ll be able to just throw online to get a quick link, you’ll be able to definitely go the DIY route… but watch out, you would be wasting your time and money. Here are some key distinctions in 4 major categories that I’ve gathered over the years of running my own business PR company and distributing countless press releases.

Category No. 1: Distribution Quality

Quality matters. It all the time has and all the time will. And when it comes to this aspect of an effective press release, you’ll want to compare and contrast these basic features of various distribution approaches.

Professional PR firm:

• Targeted approach: Knowledgeable PR firm hand-selects the distribution list based on the target market of the press release, ensuring that it reaches the most relevant journalists, influencers and media outlets.
• Value of relationship: Established PR firms have strong relationships with key media personnel, which increases the likelihood that your press release shall be noticed and highlighted. In other words, you’ll get more features that are more in line with where you would like to appear when you leverage your existing media connections.
• Personalization: A talented PR team tailors content to be most appealing to the interests of the recipient. What’s more, press releases are often accompanied by a personalized offer written specifically for your organization, providing you with a double return on investment.
• Custom selection: When you hire a PR firm to craft a press release, they are going to conceptualize, write, and edit it for you, striking the right tone for your message and including elements that almost all business owners don’t realize they need to include if they’re publishing on their very own. In addition, most PR-managed distributions work with editors at popular publications who will provide you with feedback on your release to give it more traction and the potential to grow your audience.

Cheap cable distribution:

• Broad and general: Easily accessible, inexpensive news outlets typically send a press release to a broad, often untargeted list of contacts. This may lead to more views, yes, but most of the time it results in lower actual engagement and, ultimately, disappointing media reach.
• Limited range: These services may reach a larger audience, but that does not imply they’re reaching the right audience for your news story — the more mainstream media and journalists who can actually provide you with coverage.
• Lack of non-public contact: News agencies typically send out mass press releases with little or no, if any, personalization. Because the release isn’t aimed at anyone in particular, it lacks the detail that may make the content and message more appealing to busy journalists.
• The danger of “tone deafness”: At its core, a press release is a news article, and the news needs to have some angle to appeal to its target market. If you write and distribute it yourself and it misses the mark because it’s off-topic or off-topic, it could potentially damage your brand identity.

Category No. 2: Impact on brand image

When it comes to brand image, your press release should all the time aim to enhance it, not neutralize or even undermine it, showing that you simply are aware of skilled expectations and the importance of the company’s status.

Professional PR firm:

• Credibility and trust: When your press release is sent through a reputable PR firm, you increase your brand’s credibility by showing media and consumers that your organization cares about skilled standards and focuses on the highest level of communication.
• Consistent messages: Using a PR agency ensures that your messaging aligns with your overall brand strategy. Maintaining consistency across all messaging and platforms is key to establishing a relevant and credible voice.

Cheap cable distribution:

• Brand perception: However, wide wired distribution will be interpreted as a lack of investment in high-quality corporate communications, which can affect the brand’s perception by the media and public opinion.
• News Dilution: The generic nature of cable distribution can lead to a watered-down message that doesn’t resonate as effectively with your target market. If you’re going to get your message across, you would like it to reach your audience.

Category #3: Media Coverage and Results

Now is the time to think about the impact you would like your press release to have, beyond just its content and variety of views.

Professional PR firm:

• Greater media reach: With targeted outreach and established media relationships, skilled PR firms can secure more and higher quality media coverage.
• Measurable results: PR firms often provide detailed reports on the effects of press release distribution, offering information on media reach, audience reach and engagement rates.

Cheap cable distribution:

• Lower media reception: While broad news outlets may claim to have wide reach, the actual media reach is often (significantly) lower due to the untargeted nature of distribution.
• Limited evaluation: While some of those services offer basic reporting, you’ll rarely receive in-depth evaluation and actionable information that may improve the quality of your future assets.

Category #4: Cost vs. Value

Finally, after all, you wish to consider costs, as budget is a huge factor in determining what your enterprise can and cannot afford at this time.

Professional PR firm:

• Higher initial investment: Professional PR services typically come with a higher upfront fee. That said, you get what you pay for, and the cost reflects each the quality and the personalized nature of the work.
• Greater return on investment: Because PR firms increase the likelihood of reaching targeted media outlets, you’ll be able to expect an increase in brand awareness and perception, which in turn translates into a greater return on investment.

Cheap cable distribution:

• Lower initial cost: Cheap telecommunications services are understandably attractive due to their low price, making them suitable for smaller businesses or businesses with limited financial resources.
• Variable return on investment (ROI): However, the cost savings will be offset by lower effectiveness and impact. So it’s a good idea to start with broad cable distribution, but move to a more focused PR strategy if your ROI is disappointing.

Choosing between a skilled PR firm and a cheaper wire distribution service depends on your organization’s goals, budget, and desired outcomes. While skilled PR firms offer targeted, high-quality distribution that may significantly increase your brand’s visibility and credibility, low-cost wire services provide a less expensive, but less impactful alternative. For firms looking for long-term media relationships and significant media reach, investing in a skilled PR firm is often the more sensible choice.