No wire service can guarantee you any media pickup. It increasingly gets around that the syndication-based monitoring reports they provide are a sham. Real media pick up depends strongly on the channels used, and the news release of course.
Which distribution channel should I use?
It is almost impossible to understand the PR packages of big wires. Which circuits of the health wire are relevant for my news? Does it have a global reach? Does the biotech newsline also target major European trade media? Or is it just national? Do I need microlist distribution? How do all these services compare to each other? I’ve made it a rule to be skeptical towards everything whose meaning is not immediately clear.
About 40% of the trades are located in Europe. If an American company chooses only national distribution it will miss a lot of awareness! And vice versa. But you really have to have deep pockets if you use the big wire services for a global distribution in trade media.
When you are a private company it is almost impossible to get into the financial magazines. Why should you pay this reach? Most editors have a science background and talk English. Why should you pay multiple translations? Companies increasingly switch to B3C newswire because they know that they get the maximum reach in trade media at fair rates.
B3C newswire has a global reach, is transparent and affordable
B3C newswire targets the editors of biotech and pharma trade media worldwide at fraction of costs that charge big wire services. The editors have set preferences on the news topics they are interested in to ensure maximum awareness. All our media titles and editorial contacts have been hand-picked over many years. We know exactly —on a personal level —who has received our press releases. In addition, we tweet your release (2,000+ biotech-specific followers) and submit it to biotech and pharma groups on LinkedIn (300,000 biotech professionals). Who else does that?
Free press release distribution services rely on search engine visibility. Search engine visibility is surely important for consumer news, but I doubt that it is for B2B news. Reaching let’s say 1,000 ‘cold’ web surfers that result in no feedback, media pickup or sales is not the same as obtaining targeted media coverage where readership can easily total tens of thousands or more. A visitor who stumbles across a news headline in Google is a cold lead. Someone who reads an actual article about your company and seeks out your website is a warm lead. I would take one warm lead over one hundred cold leads any day of the week. In the end, it’s about ROI (return on investment).
Most free and low-cost PR services never address distribution of your press release to the media. They only generate cold leads. Don’t get me wrong, free press releases serve a purpose: You can see your competitor’s pay-per-click advertisement on your press release Brilliant! At least for the pay-per-click company and for the free press release site!
No influence on your search engine ranking. The backlinks to your website from the free press release provider’s website rarely yields anything more than anecdotal impact on your search engine rankings. The press release provider’s website usually gets the improved search engine rankings from backlinks to your press release on its site, which you don’t own or control. It’s a great business model — for the press release provider. You provide the content, but the press release website benefits most from any traffic and from the ad revenue and/or search engine ranking.
The sad reality is that many companies will never try press releases again after playing the free press release game, having decided that press releases just don’t work.