At first glance, newswires such as PRWeb and BusinessWire can seem like the golden ticket to getting your clients the coverage they deserve. The services claim to be able to put your press releases in front of tens of thousands of journalists, all of whom are eagerly waiting for a story to cover.
The reality of newswires is a little less exciting. While your client’s press releases will most likely make it to the email inboxes of many, many journalists and might show up on highly respected news websites (particularly if you are in the financial industry) the actual value of that coverage can be suspect. There are a few reasons why the effort involved in — not to mention the cost of — issuing a release via a newswire might not be worth it.
There’s No Sense of Exclusivity
Journalists, particularly freelance reporters, are often looking for a unique story to write and publish. If they need to pitch ideas to an editor or publisher before getting the go ahead to run with a story for either a print or online publication, they are going to want ideas that no other journalists will have.
When a reporter sees a press release on a newswire, the odds are high that many other reporters, covering the same beat, will have seen it too. Having everyone pursue the same story is pretty much the same as having no one pursue the story. Once an editor hears the second or third identical pitch, he or she is going to be less likely to want to assign it.
The worst case scenario is that a journalist won’t even consider pitching a story based on a press release he or she saw on a newswire. That press release might come with the assumption that everyone is going to pick up it, so that no one ends up covering it.
There May Not Be Relevance
Another strike against newswires is that while they can lead to trade magazines, newspapers and other publications picking up your news, there might not be any “so what?” behind the coverage.
In a blog post on PR Daily, Katie Harrington, a blogger and PR professional, shares her experience of working for an agency that essentially only distributed press releases through newswires. The distribution did get her client coverage but mainly in “regions where my company’s product isn’t sold. Obscure, regional and small-town newspapers with no relevance to my company published the release.”
Although on paper, it looked as though Harrington’s client was getting a good deal of coverage and that using the PR newswire was worth it, that coverage didn’t actually translate to an increase in sales or interest in the company.
When Using Newswires Can Be Effective
While sending a press release to a newswire might not be the most effective way to get coverage, there are times when it can be a good option. Although it might seem like a budget-friendly way for start-ups and cash strapped companies to get some press, it’s often the bigger name companies that get results from newswires. Journalists are more likely to follow up on a story if they see a release from a company they recognize.
Other Techniques Worth Trying
Often, the best way to get a journalist to cover your company’s or client’s news story is to put in the effort of developing a relationship with that journalist. Finding a relevant, engaging story by sifting through newswire press releases is the journalistic equivalent of finding a needle in a haystack. Who has the time to put in that much effort for such a potentially small payoff?
Instead of sending a press release out to the masses, directly connect with a reporter, ideally one who writes for a publication that your target audience reads. Connecting directly with reporters does take a lot more effort than simply sending out a release to the masses, as you need to take steps to actually develop a relationship with them. But, once you’ve gotten those relationships established and regularly get coverage for your clients that results in increased awareness and sales, the initial effort will have been worth it.